In conversation with InternationalWoolmarkPrize finalist Dilan Lurr on the future of sustainability in fashion.
, focused on transparency: What material actually goes into a garment? Where did it come from? And is the manufacturing process sustainable? The finalists, which included up-and-coming brands like Ludovic de Saint Sernin and Matthew Adams Dolan, were tasked with presenting a collection that was completely traceable, down to the buttons and trim.
Has the process of participating in this prize fit in naturally to the way that you both do things or has the practice of tracing every single element been a change for you? We've always known who we buy the fabrics from and where the origins are, but really going down deep into it and to start questioning the manufacturers and what they do—that has been encouraged more by this prize. We've never been afraid of buying expensive fabric, but we have found out that what we were buying had a lot of certifications that we had never really asked for. In this case, you're pushed to question and to ask for these things from your suppliers. Definitely.
Do you think that desire and coolness and this consciousness and transparency could ever meet in the middle or that they’re diametrically opposed concepts? I feel very positive and hopeful that it will develop toward more young people and more of our customers demanding this type of information. I think it is definitely looking like it's going that way. It depends a little bit on how the next coming years will evolve.The biggest trends and driving forces for sales are rappers, celebrities, influencers and things like this. And if these sorts of people can embrace this, of course that will go much faster.
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