- Kristopher Fraser
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The Upside has launched its first sustainable capsule collection, which
includes 12 unique activewear and beach styles made with organic cotton and
recycled fabrications. Fabrics include recycled polyamide (nylon) made from
landfill and oceans waste, as well as, organic cotton made from
non-genetically modified seeds and grown without using toxic chemicals.
“Sustainability is so important and should be front of mind with everyone
as we have a serious problem,” said Jodhi Meares, founder of The Upside, in
a statement. “As a conscious fashion brand, we just have to think
ethically, it is part of being a responsible company. Technology has come a
long way with fabrications, so it is something we are looking at diligently
to include in every collection.”
The brand is acutely aware of the huge role that the fashion industry
places on the environment and are very conscious in their daily decision
making to play their part in reducing this impact on a number of different
levels, including exclusively using recyclable and biodegradable packaging
and offering reusable aluminum water bottle assortment to encourage
customers to reduce the purchase of plastics. As consumers are becoming
more eco-conscious in the wake of a growing climate crisis, they are
shopping smarter and are more interested in how what they are buying is
impacting the environment.
Sustainability has become the new frontier for the fashion industry as
designers and companies work to eliminate their carbon footprint. For The
Upside, relaunched last year under a new creative
director, they are taking a sustainably stylish and environmentally
friendly approach to lure customers back to the brand.
photo: courtesy of Purple PR
