More and more fashion brands make a fuss about the fabric. Regardless of the design of their clothes, the emphasis is on durable, washable, or easily degradable. Earlier, we wrote about Grana, a fashion merchant in Hong Kong. One of the stories it tells is that it uses the simplest designs from the finest fabrics around the world. The fabrics include Chinese silk, Japanese jeans and French poplin. Now, a new UK-based brand, the Year Sweatshirt says its clothes can last for at least 30 years (knowing the brand name) and wrinkle-free. The 30 Year Sweatshirt startup, sponsored by Tom Cridland, is raising money from the kickstarter, the US crowdfunding platform for creative ideas. The brand's current products are sweatshirts, colored slacks, and T-shirts. The most classic sweatshirt raised £ 9,481 from 122 in two months. T-shirt crowdfunding more financing 19,000 pounds. Tom Cridland, 25, founder, is a designer who previously designed clothes for celebrities such as Leonardo DiCaprio and Daniel Craig, so there's no problem in knowing what's trendy. But perhaps too much to see the clothes idle, he sprouted the idea now, into a completely different industry. "These retailers now sell clothes that are just put on and can not be worn for a year," said Tom Cridland. "It was a waste of resources." Before that, Tom Cridland went to Portugal to find some factories Master. "There was a factory that started making sweatshirts from 1964, and I showed them to the oldest jersey I've ever done. They looked for a piece of clothing that was made in the late 1970s and can still be worn." So, 30 Year Sweatshirt's approach is to combine the old garment process with a new, new fabric made of 80% organic cotton and 20% high-grade polyester. The average price is much faster than fashion, 83 US dollars. "These fabrics are made mainly of organic cotton and polyester, and although very rich in terylene, these ingredients are very useful, flexible and comfortable. The cotton is very flexible and wearable, weighing 360 grams per meter. "Said Tom Cridland. Tom Cridland added: "30 Year Sweatshirt was created to solve the problem of waste caused by fast fashion. Our sweatshirts can last for a long time and do not waste natural resources. It's an environmental project." However, 30 Year Sweatshirt wanted to use this Way to solve the "fast fashion" is not realistic. Fast fashion is the core of consumer desire, the price is just to make it easier for everyone to buy it. Pursuit of replacement and trendy ideas rooted in the hearts of consumers, even if the body's clothes did not wear broken, idle and discarded is also common. In short, the core of fast fashion is fashion and fast, not quality. When consumers buy their products, the default is to sacrifice the quality of the premise. Therefore, those who advocate using good quality to lead a sustainable life are actually advocating a new way of life. This lifestyle and fast fashion exist, but only for different groups of people. Perhaps one day consumers are tired of the fast fashion, will switch to this high-quality and plain style.
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