Fashion empire FRAME is back with another ethical endeavour in collaboration with The Ellen MacArthur Foundation. Renowned for their commitment to sustainability and conscious manufacturing practices, the authentic fashion retailer has released three new coveted denim styles.
Inspiring consumers to re-think, re-design and build a positive future towards a circular economy, the fashion house has collaborated with the foundation to roll out two new denim silhouettes and an oversized denim jacket crafted from 100% organic cotton and 90% biodegradable fabrics. Transcending modern contemporary style, the oversized denim jacket adopts durable rigid denim, detailed with raw metal buttons, pocket lining and sewing thread made from recycled water bottles. Not only this but the denim is composed of cellulose-based fibres sourced from regenerative farming as well as being produced using an energy-saving wash cycle that eliminates toxic bleaches.
The collection also includes Le Original Jeans with their vintage-inspired style. Made from a combination of post-consumer recycled fabrics and pre-consumer conscious materials, the jeans adopt a straight leg fit, cinching high-waist and distressed ripped knee detail. Also made using responsible materials are the Le Drew Jeans inspired by old school 90s denim. Their relaxed fit, full-length silhouette and inverted pleat hems make these pieces sustainable without compromising style.
So you may be wondering just who exactly is the foundation? The Ellen MacArthur Foundation is an independent charity that aims to accelerate the transition to ethical fashion, circular economy and initiate positive means for change by measuring companies eco-credentials. Engaging with decision-makers, the foundation highlights how a circular economy can benefit different people, places and cultures. Since 2013, through online learning, global business partnerships and working alongside the government, the company have worked towards measuring and deeply analysing areas where organisations can improve their eco-credentials. The foundation proposes a bold, open-minded way of viewing the world’s economic landscape, one that is not linear but circular.
The foundation has also implemented a platform called Jeans Redesign, which the FRAME brand are a part of, working towards minimising material waste and allowing manufacturers to follow guides to produce ethical denim from renewable fabrics. The in-depth guidelines follow the circular economy and detail key areas such as denim durability, material health, recyclability and traceability. Highlighting the positive impact of adapting business models towards more sustainable practices, the programme shows how jeans can be made to last longer, to be recycled and to avoid the use of harmful chemicals.
Constantly evolving in the world of sustainable fashion and paving the way for many retailers to follow, FRAME continues to promote conscious styles and ethical practices. Alongside an existing range of sustainable denim pieces, the brand’s collaboration with The Ellen MacArthur Foundation is due to launch soon so be sure to head to their official website to join the waiting list. Prices range from £245 to £359.