Just before the Global Fashion Summit, the Global Fashion Agenda (GFA) announced that well-known clothing companies Puma and Collina Strada will take part in the GFA Designer Challenge 2023.
On June 27th and 28th, at the Global Fashion Summit: Copenhagen Edition, an interactive installation will feature the GFA designer challenges including Puma and Collina Strada.
The challenge, presented by Smiley, which aims to integrate creativity and originality with environmentally friendly solutions, is focused on outstanding creative directors and their sustainable design methodologies.
Smiley is in charge of the ‘Smiley’ name as well as the Future Positive Creative Fund, which supports and mentors designers in their artistic ambitions. By nurturing and supporting creative talent, GFA and Smiley both aim to drive positive influence.
Reports claim that less than 1 per cent of textile waste is recycled into useful fibres suited for the fashion sector, resulting in a yearly material loss of over US $ 100 billion.
Heiko Desens, the global creative director of Puma, and Nicole McLaughlin joined together to address this problem by tackling the difficulty of waste reduction in the production chain through upcycling material cut-offs. ‘Sweep the Factory Floor,’ a joint endeavour, displays McLaughlin’s creative process at both her New York Studio and the Puma headquarters in Bayern, Germany.
Hillary Taymour, the creative director at Collina Strada, also partnered with Circulose, a Renewcell-owned business that recycles textiles. Circulose is a brand-new material made from waste from manufacturing processes and recycled cotton from old clothing. At least two-thirds of the environmental impact of a brand is attributable to the raw material selections made.
Federica Marchionni, CEO of Global Fashion Agenda, commented, “With the environmental impact of a garment largely determined in its design phase, design decisions have the power to significantly influence resource use, purchasing and usage behaviour.”
