Fashion

Monsoon places spotlight on sustainable for SS20


British fashion and accessories brand Monsoon has announced “significant
sustainability improvements” on all of its spring/summer 2020 collections,
stating that more than 50 percent of its clothing range will be
sustainable.

The admission coincides with the launch of its sustainability report,
which reveals that 30 percent of all Monsoon cotton currently uses is
organic, this will increase to over 70 percent for spring/summer 2020,
while viscose use will also increase from 60 to 65 percent.

In addition, 70 percent of all Monsoon’s jersey pieces will be
sustainable, while more than 50 percent of its denim is made using
sustainable materials, an area it added “keeps improving” and 50 percent of
polyester used in Monsoon’s knitwear is recycled.

As well as this, Monsoon is launching a 90 percent sustainable beachwear
collection for spring 2020, and 65 percent of its children’s beach products
will also be sustainable, as part of the brand’s ongoing commitment to
sustainability by investing in better practices with immediate effect.

Caroline Jackson, head of design at Monsoon, said in a statement:
“Ethical production has always been at the heart of Monsoon and, as we move
forward, we want the sustainability of our products to become an integral
part of our brand DNA.

“We are currently driving an internal revolution to implement impactful
changes. We are delighted to confirm that over 50 percent of our SS20 range
will be sustainable. We are also incredibly excited to be launching a 90
percent ethically sourced beach and denim collection next year.”

Monsoon pledges to make all of its clothing 90 percent sustainable by
2023

Monsoon has also made a long term pledge – committing to make all of its
clothing ranges “over 90 percent sustainable by 2023,” as it looks to
introduce new and innovative ways to reduce its environmental footprint and
have a positive impact for future generations.

Jackson added: “Looking ahead to AW20, we will be using sustainable
sequins and trims on our products and focusing on how we can improve all
parts of the design and production process.”

Sustainability has always been at the heart of Monsoon’s DNA, added the
brand in the report, which was highlighted by its first-ever collection
made in Indian villages using hand-loomed cotton fabrics, organic vegetable
dyes and artisanal block-printing techniques.

The British high street brand has launched a number of initiatives in
recent years to demonstrate its dedication to working in a more sustainable
way, including S.E.W, a sustainable range launched in spring/summer 2019
that was created using sustainable fabric alternatives, including
responsibly sourced organic cotton and Lenzing Ecovero, a planet-friendly
alternative to viscose, and denim with a reduced environmental impact in
jackets and jeans, as well as trend-led midi dresses and tops in
all-natural cotton.

For autumn/winter 2019, this collection has increased further to become
part of the brands main range and continues to grow, and for spring/summer
2020 over 50 percent of Monsoon’s main range will be made using sustainable
fabrics, highlighted by the S.E.W product labels.

The Monsoon Children S.E.W range is also set to increase as the brand
looks to encourage children to think sustainably from the start with its
‘Love Me, Wear Me, Pass Me On’ campaign, encouraging children to enjoy the
clothes they wear while looking after them properly, so that they’re all
set for a second life once they’ve been outgrown.

Another initiative is ‘Clothes For Life’, where Monsoon encourages
customers to donate clothes with the incentive of money off for their next
purchase, in the hope to prevent unwanted clothes going to landfills.
Unwanted Monsoon items are accepted in any Monsoon stores in exchange for
an exclusive 10-pound gift voucher to spend on new purchases of 50-pound
and more. The donated clothes are given to charity or recycled, with all
profits going towards Newlife, a charity dedicated to changing the lives of
disabled and terminally ill children across the UK.

“We are proud of the progress we have made so far. By 2023, we want to
become the figurehead for sustainability within the UK high street and we
are very much looking forward to achieving that goal,” added Jackson.

Image: courtesy of Monsoon



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