Fashion Week

THE SUSTAINABLES: Ukrainians organized the world's first sustainable showroom

THE SUSTAINABLES, the world's first showroom of sustainable brands was set up in Paris during the fashion week Spring/Summer 2020, organized by several Ukrainians – Maria Masliy, the founder of Marsala shoe brand and the partner of the Sustainable Fashion Pad, and Hanna Shvets, an international sales expert and the founder of Shvets Agency. The showroom is called to implement the principles of sustainable development, approved by the UN, through the whole fashion industry chain: from the manufacturer to the customer.
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It is estimated that human activities have caused approximately 1^C of global warming already, compared to pre-industrial levels. It is forecast to reach 5^C in 200 years, which should cause rising sea levels, floods, and droughts that threaten people’s lives, contribute to food insecurity and destabilize the business environment. 

“Our era is defined as the Anthropocene and according to Johan Rockstrom, a professor in environmental science with an emphasis on water resources and global Sustainability of the Stockholm Resilience Centre, we have only 50 years to make the changes necessary to ensure our well-being on the Earth for the next 10,000 years. This is an overarching task for humanity. We have a unique chance to impact the greatest number of humans, if and when, we all recognize what is at stake and commit ourselves for the betterment of the future for those who will inherit this and enjoy it to the same degree we do,” the founders of THE SUSTAINABLES say.

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Maria and Hanna gathered their experience and knowledge to create a platform with a focus on sustainable consumption, which seeks to bring together eco-conscious designers, suppliers of materials, buyers and customers, as well as to attract innovative technologies.

“On the one hand, we understand that people will not start being less consumable overnight, so our main task is to make every purchase more environmentally friendly. We would like to provide the opportunity to purchase a suit from recycled plastic bottles, a dress made from organic cotton, an artisan-crafted bag. On the other hand, we recognize that being sustainable is not always equal cheap, so we need to explain to people why they are overpaying, ” said Maria and Hanna.

 

While selecting the participants for the showroom, Maria and Hanna looked into more than 500 brands of ready-to-wear and accessories and chose only ten. To simplify the selection process, they elaborated principles and criteria that correspond to the meaning of being sustainable:

– ethical or innovative manufacturing process

– use of sustainable materials (at least 80% of the collection): certified organic, non-toxic, innovative and recycled materials

– transparent logistics

“We go further in the concept of sustainability: thus, we did not set a minimum order quantity for buyers. In this way, we want to minimize the potential of dead stock and attract those buyers who are not sure yet whether their customers are ready for sustainable garments. ”

 

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The founders of the showroom met with buyers from NET-A-PORTER, THE WEBSTER, BROWNS, SELFRIDGES, LIBERTY LONDON, RINASCENTE, ZALANDO, ICONIC. VOGUE INDIA, VOGUE BRAZIL, VOGUE RUSSIA, GLAMOR RUSSIA, GLAMOR ROMANIA, ELLE FINLAND, MARIE CLAIRE HUNGARY, L’OFFICIEL PARIS, L’OFFICIEL AUSTRIA editors and stylists supported the showroom as well.

THE SUSTAINABLES aims to continue regular work of the showroom in Paris and to open its doors in New York, attract more buyers and sustainable brands, and carry on its educational mission.

 

https://www.thesustainables.agency

https://www.instagram.com/thesustainablesagency

 

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