What’s a non-end-of-life product?
In the ever-evolving world of fashion, a non-end-of-life product is like the timeless little black dress - it never goes out of style!
From a fashion industry perspective, a non-end-of-life product is a versatile and enduring piece that defies the transient trends and fast-paced consumer culture. Unlike those flashy fads that fade faster than yesterday's Instagram stories, these products are designed to stand the test of time, both in quality and style. Picture a classic leather jacket that only gets better with age or a well-crafted handbag that becomes your trusty sidekick for years only to be eligible for an upcycling or recycling process once you are done using it to its fullest potential. These gems are not just items in your wardrobe, they're investments in your personal style legacy. Fashion brands embracing the non-end-of-life philosophy prioritise sustainability, craftsmanship, and durability. They're committed to reducing waste and minimizing their carbon footprint.
In this fashionable revolution, remember, it's not about keeping up with the trends - it's about setting your trends and strutting your stuff with confidence. It’s safe to say it’s time to ditch the ‘here today, gone mentality and embrace the beauty of timeless fashion that's always in vogue!
The Fashion Industry's Environmental Dilemma: The Need for Non-End-of-Life Products
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The fashion realm's love affair with disposability has long-lasting consequences for the planet. Studies reveal that a substantial portion of the clothing and accessories we discard end up in landfills or incinerated, contributing to pollution and resource depletion. The Ellen MacArthur Foundation reported that the fashion industry produces greenhouse gas emissions equivalent to the combined carbon footprint of international flights and maritime shipping.
The urgency to reshape the fashion industry's narrative is pressing, and the concept of creating non-end-of-life products is emerging as a beacon of hope. From recyclability to upcycling, industry experts are spearheading a shift towards sustainability that not only prolongs the lifecycle of fashion items but also curbs the environmental toll of disposable fashion.
The Circular Approach
Ruchi Sally, Managing Director of Melissa India, emphasises the need for brands to make products consciously by using recyclable materials so that they can be reused multiple times to make a new product. Melissa is a renowned footwear brand known for its innovative designs and commitment to sustainability. “True to its DNA, Melissa is 100 per cent recyclable and cruelty-free. It’s an art to create fashion from old material multiple times and we are proud of it. Not only it has given multiple life cycles to the same product, but it has also helped us in reducing wastage during production and improving our sustainability goals,” adds Sally.
Image Source: Instagram/melissashoesindia
The brand's signature feature is its use of a patented material called "Melflex," which sets it apart in the fashion industry. Melflex is a type of PVC (polyvinyl chloride) that is both eco-friendly and cruelty-free. Unlike traditional PVC, Melissa's Melflex is non-toxic, recyclable, and hypoallergenic, making it safe for the environment and human health. The brand's commitment to sustainability, however, does extend beyond the material choice. Melissa embraces a circular economy approach, ensuring that their products are long-lasting and can be recycled at the end of their lifecycle. They promote responsible consumption by creating timeless and versatile designs that stand the test of time, reducing the need for frequent replacements due to changing trends.
Image Source: Instagram/melissashoesindia
To make a forever product, Melissa emphasizes quality craftsmanship. Their skilled artisans use state-of-the-art technology to mould and shape the Melflex material with precision and care. The focus on durability ensures that the shoes can withstand daily wear and tear without losing their shape or colour.
Material Is The New King
Another brand aiding Indian fashion’s journey to making non-end-of-life products is Paiwand Studio. Inspired by the Indian phrase "Paiwand Lagana," meaning to patch or repair, Paiwand Studio is a beacon of creativity and sustainability.
Launched in November 2018 by Ashita Singhal, it's a unique upcycling textile studio that finds beauty in the forgotten fragments of fashion. This innovative venture breathes new life into textile waste, repurposing it into fabrics for apparel and home furnishings. “Paiwand breathes life into traditional crafts like handloom weaving and embroidery by repurposing waste as a valuable resource. We work closely with handloom weaving and hand embroideries. The process we follow is quite exhaustive. We collect the katrans from different design studios, export houses and rag pickers. The waste is further cleaned and assorted as per different colours and fibre types. It is then cut into stripes. These strips are then used on handloom as a weft and similarly, the strips are threaded into the needle for embroidery. We also practice different patchwork techniques at our studio. I love challenging the conventional norms of textile design while focusing on the importance of crafts and the need for sustainability,” Says Singhal.
Image Source: Instagram/ paiwandstudio
By prioritising natural fibers, minimizing waste during production, and designing for durability and timeless style, brands can lay the foundation for products that align with upcycling and recycling ethos’ followed by studios like Paiwand. “The potential for upcycling exists in all fashion products. It hinges on a two-fold approach: designers adopting waste-minimising practices and prioritising longevity, and brands fostering a culture of reuse. Collaboration with upcycling initiatives further amplifies this potential,” adds Singhal. Collaboration is at the heart of Paiwand's mission. Their business-to-business (B2B) model focuses on upcycling textile waste for various fashion brands and design houses. In the past two years, they've collaborated with over 15 conscious brands, repurposing more than 900 kgs of textile waste.
Image Source: Instagram/ paiwandstudio
One notable collaboration is with Oceedee, a homegrown footwear brand, giving birth to the extraordinary "Nakshi" collection. This collection, a testament to upcycling's artistry, ingeniously utilizes Oceedee's leather offcuts, striving to reduce waste and contribute to a more eco-conscious fashion industry. With meticulous attention to detail, Oceedee Shoes has upcycled nearly 80 kilograms of offcuts into re-leathered fabric in collaboration with Paiwand Studio. Another one is the unique textiles crafted by Paiwand for Amrich, including checkered and ombre effects using weaves.
Educating consumers about proper disposal methods also plays a pivotal role in creating a circular fashion ecosystem. These strategies not only reduce waste but also contribute to a sustainable cycle, where products can be repurposed and reimagined, ensuring fashion items never reach their end of life.
Image Source: Instagram/ paiwandstudio
Crafting the Non-End-of-Life Product: Recommendations for Brands
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“To enhance upcyclability and recyclability, brands should prioritise the use of natural fibres, minimize waste generation during production, facilitate easy disassembly, and consider designing for durability and timeless style. Collaborating with upcycling partners and educating consumers about proper disposal methods also play pivotal roles in creating a circular fashion ecosystem,” recommends Singhal. While Melissa’s recyclable shoes, timeless designs and Paiwand’s craftsmanship techniques are a few revolutionary ways to create long-lasting products, here are a few more ways to make sure an extended lease of life can be given to fashion products:
Quality Materials: Use durable, high-quality materials that can withstand wear and tear, ensuring the product's longevity.
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Reparability: Design products with easy repair options, allowing customers to fix and maintain them rather than discard them.
Modularity: Adopt a modular design approach, enabling customers to replace or upgrade specific components of the product, prolonging its life.
Recycling and Upcycling: Use recyclable materials and explore upcycling options to give old products a new life and reduce waste.
Closed-Loop Systems: Implement closed-loop systems, where the brand takes back used products to recycle or refurbish, reducing environmental impact.
Carbon Footprint Reduction: Work towards reducing the carbon footprint in the production and transportation processes.
Longer Warranties and Guarantees: Offer extended warranties or guarantees to demonstrate confidence in the product's durability.
Circular Economy Initiatives: Engage in circular economy initiatives that promote the reuse and repurposing of products and materials.
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Take-Back Programs: Establish take-back programs to collect and recycle old products responsibly.
By integrating these practices into their business model, a brand can contribute to a more sustainable and responsible approach to consumer products, ensuring their creations are truly non-end-of-life.
Closing the Loop: Pioneering Sustainable Fashion Beyond Disposable Trends
The clamour for non-end-of-life products amplifies the urgency to re-evaluate our fashion choices. As fashion intersects with environmental consciousness, brands like Melissa India and Paiwand Studio lead the charge towards a future where every product's end is just the beginning of a new cycle. By embracing sustainability, consumers and brands alike can step into a world where fashion evolves without compromising our planet's well-being.