Selfridges Celebrates Sustainability With The Launch Of Bright New Things

From ELLE

Selfridges' seasonal Bright New Things initiative is back for SS19, presenting a slew of brands taking sustainable fashion to the next level.

From swimwear made out of regenerated ocean fishnets (it’s true!) to denim created from upcycled vintage jeans, Bright New Things SS19 brings a fresh perspective and shows us that ethical fashion doesn’t mean compromising on style.

Since launching in 2016, the department store has embraced a selection of brands as an ongoing commitment to support emerging talent, while being aware of being more mindful.

The newcomers will join last season’s alumni KITX, Charlie Feist, Naadam and ECOALF.

Needless to say, the retailer is at the forefront of making sustainable fashion covetable and accessible.

Want to know more about this year's newcomers? We've got you covered.

First up is E.L.V Denim, which offers a new take on the otherwise thirsty denim supply chain (a mind-blowing 4000 litres of water is needed for an average pair of jeans).

The brand operates on zero-waste policy and creates unique denim out of discarded materials. Founded by Anna Foster quite literally turns one woman’s trash into another woman’s treasure.

Moving to Amsterdam, Permanent Clothing’s ethos is the antidote to that of disposable fast-fashion, and the brand strives to provide clothing that will last longer, or rather permanently.

Taking inspiration from Amsterdam’s streetwear culture, the brand offers t-shirts emblazoned with powerful statements about conscious consumption, allowing you to (literally) wear your heart on your sleeve.

Good News is all about providing good shoes with colourful skate style sneakers made fully out of recycled materials.

As well as caring for the planet, founders Ben Tattersall and Nia Jones hope to improve the lives of people in need by donating pre-worn shoes to the homeless and refugees.

Stay Wild creates it’s perfectly-cut swimwear using innovative fabrics regenerated from waste plastics, including discarded fishing nets. As life-long lovers of the ocean, co-founders Natalia Glaze and Zanna van Dijk realised they needed to help clean up the mess.

And when up to 12 million tonnes of plastic is dumped into our waters each year, they turned threat into thread for pieces that feel great and last for years to come. As Natalie puts it: 'We don't promote excessive consumption. High quality pieces like ours can be worn again and again, which is how all fashion items should be treated.'

'We choose colours related to nature and what we are trying to protect – blue for the oceans, coral for reefs, white for white sands.'

The result? Sleek swimsuits with longevity inspired by the beauty of the ocean, designed to flatter all body shapes.

Finally, Elliss’s distinct surreal prints have a vintage vibe to them and are instantly recognisable. Founded by Ellis Solomon, her eponymous line offers swimwear, dresses and tops made out of soft, natural fabrics that are as kind to the skin as they are to the environment.

By manufacturing next door to the design studio, the brand truly holds its promise of maintaining a low carbon footprint, while delivering the most lust-worthy collections.

The newcomers will join last season’s alumni KITX, Charlie Feist, Naadam and ECOLAF.

So, what are you waiting for? Shop online now at Selfridges.

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