Selfridges launches sustainability venture

By

Kate Dingwall

Published
Jan 6, 2017

Selfridges has embarked on a new sustainability campaign that has taken over the windows of the retailer’s London flagship. Named 'Material World', the focus of the project will be to investigate new materials and production alternatives for sustainable textile development.

The new project will investigate eight different fabrics – leather, denim, plastic, wool, viscose, cotton, luxury fibres, and linen – and examine how the creation processes could be less harmful. The eight fabrics will each be paired with a fashion label to help showcase the findings.

An exhibition, ‘Material World', will show off the findings of this project in Selfridges’ recently refurbished Oxford Street flagship, taking over both the windows and the retailer’s social media until the beginning of March.

For the campaign, fashion label Tortoise developed a denim washing method that will reduce both the water consumption and the use of harmful chemicals. Eyewear designer Dick Moby created a series of sunglasses made with entirely recycled materials.

Tengri created yak hair sweaters that would support Mongolian farming communities. British label Le Kilt has taken on wool as its fabric, investigating the heritage and the preservation of traditional kilt techniques. Swedish label Deadwood has created bespoke leather jackets out of entirely recycled leather.

Selfridges has previously embarked on ventures to up its sustainability footprint. In 2016, the retailer launched a 'Bright New Things' initiative that would feature designers who worked to create garments with sustainable practices.