FASHOIN

FAS
B&HO
I N
ASIC:
CAPT IAL
DESGINERS
 WHAT IS FASHO
IN
CAPT
IALS:
• A location which is influential in fashion industry and where fashion is important is called a
Fashion capital.

• A fashion capital can be a home to many designers, modeling agencies, and other fashion
industry related giants and players or sectors.

• Has major influence on international fashion trends, Design and retailing of products.

• Holds fashion weeks and trade fairs Unique and strong identity a
Promotes community, city or nation

• Each year a list of cities based on rank is released stating the fashion capitals of the world

• Some example of fashion capitals are as follows: New York, ,London, Paris, Delhi, Etc.
THE REGO IN WS IE LEADN IG FASHO IN
C
●ITAsia
IES:andOceania: Hong Kong,Sydney, Tokyo,Shanghai, Singapore, Osaka, Bangkok, Mumbai,
New Delhi.

● Europe: Milan, Paris, Rome, London, Barcelona, Berlin, Madrid, Stockholm, Copenhagen,
Amsterdam, Frankfurt, Florence, Naples and Turin.

● Latin America: Sao Paulo,Rio de Janeiro, Santiago, Buenos Aires, Mexico City.

● Middle and Eastern Europe: Moscow, Krakow, Prague.

● Middle East and Africa: Dubai, Johannesburg, Cape Town, Tel Aviv.

● North America: New York City, Los Angeles, Las Vegas, Miami, Dallas, Toronto, Montreal,
Atlanta
 NEW
YORK
● NEW YORK is the most fashionable city in the world, have
been crowned the 2014 Top Global Fashion Capital,

: also currently rank at one.

● The city has produced many great designers, mostly

known for the street and daily wears.

● "New York City has, indeed, earned its Top Global

Fashion Capital ranking through its disciplined,
methodical yet creative approach to its fashion
industry.
● New York City isn't just the fashion design capital of the U.S., it was the fashion
capital
for the world for a long time till Milan displaced it.

● It has been known since the early 20th century as the center for fashion design
and manufacturing in the United States.

● The Garment District is the fashion center of New York City.

● New York-based fashion director for The Global Language Monitor. "Paris, with
the Top Haute Couture ranking, of course has a centuries-long heritage, having
invented the very concept, also scored highly in the prêt-à-porter category.
● New York City is home to many top fashion designers
like:

○ Eillen Fisher: A leader in field of sustainable

fashion.

o Stella MC Cartney: Another NYC

based
sustainable fashion designer
ELLEN FS
IHER
o Eileen Fisher (June 6
th,1950).
o American clothing designer.

o Founder of the women

clothing
brand Eileen Fisher, Inc.
o Graduated with a degree in
interior design in 1972.

o In 1984, Eileen Fisher Inc. Was

founded with $350 in start-up
money.
o Her brand prominently works
in area of sustainable fashion.
• Eileen Fisher Inc. Is a company of over 1100 individuals that
leads with purpose.

• Guided by their founder’s long- standing commitments to the

environment, human rights, and women and girls.

• The company make simple, well- crafted clothes and believe

in great design, and also understands that great design takes
time.

• Workers are provided with fair wages and the company

invests in the local communities. They say profit is important
to them because it sustains them but they always place
people before profits, hence, they pioneer fair trade and
slow, sustainable fashion.

• Eileen Fisher says, her company is driven by the responsibility

to the environment and the people in their supply chain as
well as the people in their offices, stores and warehouses.

• They are a business committed to being a force for good, one

that measures their impact across four areas; financial,
environmental, social and employee well
MATERTIAL USED:

• 95% of their cotton used are recycled or organic.

• 94% of their linen are organic.

• 33% of their wood- based fiber are made with Tencel lyocell,
to replace all the viscose.

• Use of responsible fibers such as; wool fiber from Argentina

and New Zealand who meet the ZQ Merino standard
CHEMISTRY:

• Their dyeing and finishing processes represent 40% of the

MRT score.

• 52% of the volume of their products are verified responsible

chemistry.

• Eileen Fisher is working with the suppliers to replace

chemicals with bluesign approved chemistry.5% of their cotton
used are recycled or organic.
CARBON:

• They are working to set science- based carbon targets for

themselves as part of a commitment to keep global warming
below 2 . C.

• 100% of their corporate and retail electricity consumption

supports wind power through the purchase of renewable
energy circuits.

• 100% of their inbound shipping emissions are offset through a

landfill gas capture project.
UPCYCLE:

• Recycling includes the resale of garments in good condition,

as well as design solutions like visible mending of holes and
tears, and over-dyeing to camouflage stains.

• They took back 200,000 garments, 18% more than 2016 and
approximately 4% of new garments were made.

• They re-branded their initiative, formerly GREEN EILEEN as

EILEEN FISHER Renew.

• The company has opened the Tiny Factory , where a team of

sewers uses fabric from the clothes taken to create new
resewn designs. The task of reducing one’s impact on the
environment can be daunting, for businesses in particular, and
especially so for a fashion designer and brand but Eileen
Fisher is trying her best to figure out how to make fashion fully
sustaina
 STELLA MC
CARTNEY
o STELLA MC CARTNEY (Sept 13th,1971).

o Sustainable clothing designer.

oGraduated with a degree from Ravens Bourne

College of Design & Communication (foundation
course)

oFashion Design (degree)- Central Saint Martins (in

the early 1900s)

oHer brand prominently works in area of

sustainable fashion.
• At the age of 13, she designed her first jacket.

• Her first haute couture collection was when she was an

apprentice for Edward Sexton, her father’s Savile Row (home
to numerous traditional and highly respected custom clothing
companies) tailor for a number of years.

• She is a staunch vegetarian and thus, never uses leather

or fur in any of her products.

• All of her products reflect McCartney's dedication to animal

rights and other causes. In her clothing designs she
emphasizes cottons and silks.

• Besides these, McCartney also introduced her own line of

perfume called “Stella.” The company manufacturing her
fragrance is prohibited from using genetically modified
materials, i.e., plants that have been altered by humans as
well as plants that were harvested by children or that are on
any endangered species list. McCartney attributes her socially
conscious attitude to the earthy styles of her parents,
particularly her late mother.
 IMPACT IN THE WORLD OF FASHION:

• McCartney believes in Sustainable fashion.

• She is a lifelong vegetarian and an animal activist. • A

supporter of ‘PETA,’ some of her designs contain text that
elaborates on her ‘no animal policy,’ like that jacket for Adidas
she designed, read “suitable for sporty vegetarian” on its
sleeves.

• Another of her initiatives with PETA and Eco Designer

Atom Cianfarani worked to petition the British M.O.D against
the use of Canadian Black Bears as fur for their guards' hats
GREEN CARPET COLLECTO
IN
(01/02)

13 piece capsule collection adhering to the highest environmental standards,

using
only materials that are either recycled or sustainably certified.
GREEN CARPET COLLECTO
IN
(02/02)
On Sep 15, 2014, Stella
McCartney designed a special
Green Carpet Collection which
consisted garments made of
left-over fabric, recycled
materials, and a collection
created from a brand-new
organic fabric developed by
McCartney.
 ACHIEVEMENTS
:

● 2000 - VH1 / Vogue Designer for the year award 2000 New York –
Achievement in Fashion & Social awareness.

● 2004 - The Glamour Award for Best Designer of the Year also
the Star Honouree Award, New York.

● 2008 - Green Designer of the Year at the ACE Awards, New

York.

● 2013 - Assessed as one of the most powerful women in UK by

Woman’s Hour
on BBC Radio 4.
 FASHION BASICS CASE STUDY:
“SUSTAINABLE FASHION NUDIE JEANS”
Sustainable
Fashion?
• Fashion related activities (manufacturing, Marketing, Recycling, etc) done in the sustainable
manner in environmental and socio-economical aspect is called SUSTAINABLE FASHION.

• From an environmental perspective:

(a) Minimizing any undesirable affect on product.
(b) Efficient and effective use of natural resources.
(c) Maximizing repair, remake, reuse, and recycling of the product and its components.

• From a socio-economic perspective:

a) Improving the overall working.

b) Improving condition of workers.
c) Encouraging sustainable practices in washing etc.
 Solw
Fashoin
Slow fashion, the alternative to
fast fashion and part of what
has been called the "slow
movement", advocates for
principles similar to the
principles of slow food, such as
good quality, clean environment,
and fairness for both consumers
and producers.
 REDUCE: It is based on the simple principle that if there is less waste,
then there less to recycle and re-use.

3R:
Reduce, Reuse, REUSE: Re-use itself means using a product more than once,
Recycle. either for the same purpose or for a different.

RECYCLE: Recycling is a way to manage the non- re-usable products,

that one’s they have been generated they can’t be used again. This
allows the making of the waste into new goods or products.
 Upcyclin Recyclin
g g

Upcycling is when you reuse Recycling is when you convert

discarded material in such away as (waste) into reusable material.
to create a product of a higher While sounding similar, there are
quality or value than the original. differences.
NUDIE JEANS:SUSTAINABLITY CASE STUDY

LAUNCHED: 1990s, Gothenburg

Sweden.
“Produces 100%cotton Denim
Jeans.”
 ABOUT THE COMPANY

 Swedish denim brand, founded in the late 1990s, solely uses certified organic cotton.

 Follows sustainable practices, from fair wages to supply chain transparency.

 Extended sustainablity philosophies:

• Educating customers about how to wash, repair, reuse and finally recycle their jeans.

1. Importance of sustainability for Nudie Jeans:

 Sustainable fashion was the first goal of company.

 Suppliers at Nudie Jeans sign a code of conduct, which is audited regularly and posted on
company’s
website, because it’s important for customers to know what they are wearing and how it was
made.
 HIGHLIGHTS
Vision is to become the most sustainable
1 denim company.

2 Since the beginning, environmental and social

sustainability has been the essence of Nudie
Jeans.

To work with sustainability in the core processes of their daily

3 operations is a priority for Nudie Jeans, and a key factor in
the decision making process, both strategically and
operationally.
FUTURE VISION: To make carbon neutral supply chain by
4 2025.
 STEPS TO AVOID SUSTAINABLITY IN
APPAREL INDUSTRY

Organic Recycling
Clothing Fashion

● It is made from materials raised ●Textiles that are discarded

in by consumers, retailers or
or grown in compliance with charitable
organic organisations undergo a
agricultural standards. discriminating process of sorting,
grading and separation into
● The source of the clothing's waste- free products which are
fibre suitable for reuse.
are free from herbicides,
pesticides,
 MATERIAL USED IN PRODUCTION:
100% PURE ORGANIC COTTON

RECYCYLED COTTON: Recycled cotton is a great way to decrease our environmental impact.
**chemicals or genetically modified seeds. It has a low impact on the environment.

93,8% of all the fibers used in NUIDE JEANS’S GARMENTS is cotton.

**NUDIE JEANS only work with Organic, Fairtrade or Recycled cotton.

Nudie Jeans endeavors to take responsibility from the raw material to the end of life of
the product.
 PRODUCTION
(01/02)
Sustainable
Production Living
Wages

•Nudie Jeans look not only for a good product and

high quality at a reasonable price. Sustainability is
just as much about social standards as • Since 2013, Nudie Jeans has been paying
• environmental issues.
a share of living wages for their products at
Nudie Jeans not envision a trade-off one of their Indian suppliers and since 2016,
between profit and people, or between almost 2,400 workers have received an
manufacturing and environmental additional amount from Nudie Jeans as a
responsibility. step to increase the wages at selected
suppliers.
Nudie Jeans want sustainable and
healthy development for people
and the environment.
 PRODUCTION (02/02)

C “Challeng.e is to reduce the use of harmful chemicals and

H
to increase the use of better chemicals”

E
• They only work with suppliers with approved wastewater
systems, as chemicals released with waste water are a large
source of chemical pollution.

M • Textile and garment manufacturing is an energy intensive

I
industry. Nudie Jeans’ energy impact, as the seller and
indirect producer, reaches all the way to the growing of the
raw material throughout the chain of production through

C the end of life of the garment.

A
One example is the Save Blue concept developed by our main fabric
supplier Bossa where around 55% of water is saved during the
dyeing process.

L  Another good example is our Indian supplier Armstrong Knitting

Mill, which covers 100% of their energy with wind and solar power,
and more and more suppliers in our supply chain are switching to
renewable energy sources.

S
 TRANSPARENCY
Knowing your products is a key for achieving supply
1 chain transparency.

2 The Apparel and Footwear Supply Chain Transparency Pledge

is an initiative by nine global trade unions and human rights
organizations.

3 About 50 % of Nudie Jeans’ total purchasing volume is

sourced from low-risk countries such as Italy and
Portugal.
By growing organic and Fairtrade certified cotton,
4 farmers can actually sell their cotton at a higher price
than the global market price for conventional cotton.
 RECYCLE
Recycling reduces waste, saves energy
and reduces the consumption of virgin
raw materials

• In the exploration of recycling their own products,

they endeavour to keep the organic cotton
separate from the conventional cotton in the
recycling process.

• This way, it can be used again as recycled

organic cotton, which we think is the very
best alternative. By exploring ways of
recycling their own products they know that
the input of recycled cotton is organic, along
with
the input of new cotton. The new
product would, therefore, be both organic
• and recycled.
REUSE To prolong the life of a garment is even more
sustainable than recycling. It can be done by
using the garment for a long time, reselling the
garment, reusing the fabric to create something
new, making patches for repairing or making-
materials for new products.

At Nudie Jeans we do all of this, all to reduce

waste. We offer our customers 20% off a new pair of
jeans when handing in an old pair of Nudie
Jeans. The jeans that we sell again in our Re-use
range are washed and then repaired if needed,
and ready to become a new customer’s favorite
pair.

“Prolonging the life of the jeans by selling them as Re-use is also a way to showcase the
value of the garment. In 2018 They sold around 2,900 pairs of Re-use jeans.”
using old Nudie Jeans brought in by customers, in different ways.

Garments made with post-consumer recycled

Nudie Jeans. The capsule consists of Lean Dean and the limited
edition Jerry jacket made with the same post consumer denim. Included
in the capsule is the Roy t-shirt made of a recycled and organic cotton
blend.

Working with the notion that ‘throwaway’ and

‘jeans’ are two words that do not belong together. Offering free repairs as
well as collecting, repairing and reselling second-hand Nudie Jeans, are
initiatives which keeps us true to our philosophy.
MAKING A DIFFERENCE: COLLECTING AND REPAIRING JEANS

They repaired 63,281 pairs of jeans and collected

11,573 pairs.

This means they saved 50,000 kilos of textile waste

just by repairing jeans – an amount that would
require 441,000 tons of water in new
production.
 PRODUCTS (01/02)

SELVAGE DENIM CLEAN EILLEN

The dry selvage program is the core and the Clean Eileen has a bold, feminine
heart of Nudie Jeans, with our best selvage wide-legged silhouette .It is designed
denim from Japan, Turkey and USA. It's for to fit tightly over the waist, hip, and
everyone who loves the process of breaking in a
seat.Made in a 100% cotton fabric.
pair of dry denim.
 PRODUCTS (02/02)

CLASSIC BLUES
They've done that job for you. Washes inspired by well worn-
in dry denim jeans, and as always, made in 100% organic
cotton.
 FASHIONABLE CRAFT ITEMS (01/02)

1
Modification

1. Expanding thigh’s width gives more comfort.

2. While decreasing outlet enhance look.

3. Replacing Stitched
rounded
pocket with Seamed
pocket gives a classy
look.
 FASHIONABLE CRAFT ITEMS (01/02)

Giving a cut on outlet make denim more comfortable

and Fashionable.
 AWARDS & CERTIFICATION

CERTIFICATION:

The organic cotton used in NUDIE

JEANS products is certified in
accordance with Global Organic.

 Textile Standards (GOTS),

 The Organic Content Standard 100

(OCS 100).

 The US Department of Agriculture,

(USDA Organic).

 All cotton sourced in India through

Chetna Organic is both Fairtrade and
GOTS certified.
 AWARDS & CERTIFICATION
AWARDS:

Here are the awards given to NUDIE jeans:

 Encouragement for Action - In the category.

 Fashion Retail Talks Sustainability.

Jeans Repair Shops.

 Good design award - For our circular business

model including Repair service, sales of
Reuse Jeans and Recycle projects.

 Habit award - Denim supplier of the

year(2019).

They have enabled the recycling of Reuse

post-consumer Nudie Jeans and produced a
new denim fabric using these fibers, captured
in the Rebirth collection.
PART: 03 VISUAL
REPRESENTATION

“SUBCULTURE
GRUNGE”
CONVERSE SHOES RIPPED JEANS
 SMOKEY EYES AND MESSY HAIRS

FUNKY ACCESSORIES PLADID FLANNEL SHIRT

 DIRTY APPERANCE
SHABBY BURNOUT ATTITUDE
Submitted To: Mr. Pari Jayaraman.
Submitted By: Shashuwar Atray
(BFT/21/712)
THANK YOU