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Can WWF make 100% sustainable fashion happen?


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Nordic Fashion Week Organisation (NFWO) has invited World Wildlife Fund
(WWF), known as the world’s most proactive conservation association, to
form a significant part of the discussion in producing fashion that intends to extensively reduce negative impacts on the environment. The project is
initiated by NFWO, with Finnish cleantech company The Infinited Fiber and supply chain transparency platform Bomler on board, to devise a fresh out-take on a sustainable way of producing textiles.

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The new project, which is named “The New Normal”, is planning to employ highly durable materials recycled from discarded textile waste created by Infinited Fiber. The fate of this project will unveil itself at the collection’s showcase at the Helsinki Fashion Show in July this year. Calling for an immediate need to find an eco-friendly way to meet the global demand for fashion, *WWF Finland’s Corporate Relations Expert, Maiju Sirviö *said, “Fossil fuels cannot be spun into polyester or other synthetic fabrics for ever, either. Yet, much clothing is discarded before the end of its life span and ends up in landfill sites. This project vows to drastically improve the ecological footprint of garments by encouraging and promoting tangible solutions.”

Sustainable and ethical production of fashion is no longer a far-fetched dream but the escalating demand for fast fashion and impossibility to degrade synthetic textiles like polyester that constitute about 60 per cent of contemporary fashion garments, are its biggest bane. *Tom Cirdland*, an industry veteran known for his namesake label that only produces sustainable assortments, added, “Theoretically, sustainable fashion collections are not impossible but we need more brands to promote buying less but buying better.”

Also ReadTimberland shares sustainability goals

In a market where synthetics have increased by 157 per cent from 2000, Cirdland however looks hopeful about the future of sustainable fashion, citing his personal brand’s growth as well as designers like Stella McCartney who have placed sustainable and long lasting fashion as their main selling proposition.

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