By Chantal Brocca
This one’s been on our radar for awhile now. While everyone’s out there looking for a bigger and brighter carefully curated, meticulously constructed version of sustainable sartorialism, someone finally actually went out and did it. The philosophy of sustainable fashion by Thoreau is that if you don’t live the lifestyle, don’t preach the lifestyle – and if you are going to preach, pray at least madam, that you don’t make it boring. And Thoreau is anything but that.
Named after environmentalist, naturalist and civil critic Henry David Thoreau, founders and partners in life Hannah and Owen wanted to set the good example with the real deal: a completely eco friendly label with a mission to educate and encourage fashion lovers to switch on to a more sustainable lifestyle. With an apparel industry accounting for 10% of all GHG emissions, giving your purchase a second thought is an increasingly relevant reality – because quite simply, assuming someone else is taking care of the planet for you simply doesn’t cut it anymore. Sound familiar? It’s called ‘social responsibility’ and according to the brand, it doesn’t mean you have to sacrifice your individuality; it just means a little more thoughtfulness – and you really can’t keep hankering for authenticity without giving life’s choices a second thought.
Not that anyone would mind opting for this recently launched label – the style and cut is slick and über cool; their well thought out cuts being simple enough to be worn when ya feels, and made versatile enough through its open possibility for endless restyling. And that’s the point. Thoreau is all about buying less, wearing more, and sticking to a few basics: Animal prints. Kimono jackets. White blouses. Tell me, what’s not to love? I tell my friends all the time that simplicity is the BEST way to get creative. Too much choice inevitably ends with a lack of initiative on your part to make the outfit uniquely yours.
Thoreau’s ethics don’t end at their sustainable and reclaimed fabrics (100% cruelty free by the by), and spans the length of their manufacturing and shipping process. Besides the offsetting of emissions and the use of water recycling systems and natural dyes to avoid nasty water pollution, Thoreau produces everything locally in the UK ensuring they do their part to help the local economy.
Minimized waste and more pocket money for, I dunno, travel/hobbies/a life that doesn’t revolve around worrying that you already wore that dress to so and so’s party so of COURSE you can’t wear it again. Thank God that exhausting mentality is on the out. But guess what? It seems Thoreau (the man, not the label in this case) got there first when he said: “Only those who go to soirees and legislative halls must have new coats, coats to change as often as the man changes in them. But if my jacket and trousers, my hat and shoes, are fit to worship God in, they will do, will they not?” Amen.
Chantal Brocca is the fashion blogger behind Underneath My Silk.
For more information on Thoreau, please click here.