I Can’t Stop Telling Everyone About This Cool Under-the-Radar Brand
December 18, 2021 at 06:00AM The longer I work in fashion journalism, the more I become convinced that in order to make the average person’s shopping habits more sustainable, they need to be presented with a genuinely appealing alternative. Rather than measuring individuals’ behaviour against fashion’s answer to the Ten Commandments (thou shalt not covet thy neighbour’s high-street coat), we have to find creativity and excitement in new ways of consuming. Upcycled clothing has always seemed an exciting prospect in this regard, using the industry’s surfeit of waste and harnessing the limitless creativity of designers to create one-of-a-kind pieces that rival any fast-fashion find.Fanfare Label is one of a line-up of new fashion brands that are making upcycling a core part of their brand DNA. Launched by ex–fashion buyer Esther Knight in 2018, the brand takes pre-loved garments and gives them a new lease of life through a variety of innovative textile techniques. One of Fanfare’s most popular offerings is the “upcycle your jeans” service, where you can post a pair of your old…