The innovating sustainable fashion contest ended last Wedensday with a big award show. For several months, selected students from the best fashion schools in Denmark has been creating innovating concepts with sustainability as a key word. Five prices was given away, and we got an interview with Johanne Graugaard Andersen and Tobias Nielsen who won the third price “design for inclusion”. They made a concept called TRUE2 where the styles are made out of recycled leather and suede combined with ecological knit. On each style, a little logo of 1 to 3 trees indicate how much the individual style saves co2 . The judges said it was the most commercial concept with the strongest branding of all competitors.
1.What was your inspiration for your collection?
Our collection was inspired by female front figures of the 1920s and 30s, and a tribute to the first female pilot Amelia Earhart. She was the first woman to wear a jumpsuit and was basically a woman in a mans world. We still wanted the collection to be present and combined it with our own style and added a bit of humour.
2.Why do you think you won the 3rd price and not 1st price?
Even though we were innovating we were more focused on what can actually sell and what we thought the consumers would wear. We wanted to make clothes that can be used on a daily basic and still look good and not create a crazy design that no one will buy. We wanted to make eco- clothes that can affect the consumers to think more sustainable.
3.How do you think sustainable design will develop in the future?
It will become more and more normal in the future. In a couple of years the consumers will expect and demand to see sustainable clothes in the stores. It wont only be important to have ecological fabrics, but also the enviroment and the relationships at the production houses will have an impact on the consumers choices. But we are only at the first state now so it will take some time before the designers and consumers minds are 100% ready for sustainability.
Their collection will be shown at the Danish design center this month.
- Natascha
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