Why Isnurh Buries Its Garments to Ship a Message – WWD
It’s to not say males’s manufacturers aren’t doing sustainability or transparency proper, it’s that it’s fewer and additional between.
“I think it’s quite overdue that we get some common deadines for how we show sustainability and how we explain it to the consumer,” Kasper Todbjerg, the fashion designer at the back of the Kering-backed Scandi label Isnurh, informed WWD at The Copenhagen Global Model Honest and the Council of Model Designers of The usa showroom during New York Fashion Week. Todbjerg and cofounder Oliver Abrenica began the label in 2017 for somebody who “expects more than ordinary” garments.
“It is something that’s quite hard to define right now because there’s so many things going on. What we try to do at Isnurh is to try to prove it ourselves by being very transparent in our videos and our pictures, at first, in terms of showing how we do it. That’s why [we planted] a shirt in the soil and waited 35 days, and it was completely biodegradable.”
Todbjerg showcased the biodegradable procedure for his waterless-dyed, floral print collared blouse. In an Instagram demo, Todbjerg is obvious burying the blouse scrap in a yard ground.
“Doing something and showing something is a quick way for the consumer to say, ‘OK, this one is made without water, this one is made with sustainable ink and with minimal environmental footprint’ — and then, it’s cut in Denmark. It gives key insights into sustainability and from a brand perspective, I think that’s so important.”