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Sustainable Fashion Trend Of Europe At A Glance

The drive towards sustainability and green economy has taken the textile industry by root, whereby many countries are introducing sustainable approach to textile business industry.

Sustainable Fashion Trend Of Europe At A Glance
Sustainable fashion brings in circular and “sharing” economic practices as its “latest trends”. The designers from Sweden came together on the 20th January 2016 to launch their “ShareWear collection” with a motive to “make ready-to-share the new ready-to-wear”. 
The said collection will enable people to borrow free clothing items for one week, after which the user will have to pass on the same. In an initial stage the collection came out in twelve countries including China, Denmark, Russia, Sweden, the United Kingdom, the Netherland, Norway, France, the United States, Norway, Italy and Finland. 
Instagram will play the distributor’s role. The users interested in this collection will have to share and claim the items through the Instagram app. The one among the users commenting first on an item’s picture will be eligible to borrow the same for an week and after the time is up, the respective user need to upload a photo of the item in the same manner for another user to claim it through first comments. 
In fact, people are encouraged to share their own clothing with the hashtag stating “#sharewear”. However, local sharing networks will be encouraged as shipping costs are not born by ShareWear. The official Board of Tourism at Sweden, VisitSweden initiated the said scheme. In the words of the VisitSweden’s director, Sofia Kinberg: 
“Each year millions of tons of textiles are thrown away in Sweden and other countries around the world, even though almost all of it could be recycled, donated or repurposed. The ShareWear collection aims to raise awareness in the industry of this issue while also offering an alternative solution”. 
Furthermore, pushing the sustainable drive forward the “Relooping Fashion Initiative” is working towards recycling clothes. It is expected to manufacture hundred percent “post-consumer-waste textiles and clothing” for the first time ever. Looping the cycle hundred percent would be possible with the help a “new cellulose dissolution technique” that has been developed at the VTT Technical Research Centre of Finland Ltd.  The said cellulose turns old worn out cloths into high quality fibres. The research professor VTT, Ali Harlin wrote on the institution’s website: 
“This revolutionary process is the first time that post-consumer textile waste has been used on an industrial scale to make high quality fiber - and all without the need for any harmful chemicals”. 
The other partners involved in the network who are supporting the initiative of Relooping Fashion are: 
“VTT, funding agency Tekes, circular economy-focused business development consultancy Ethica, Finnish fashion chain Seppälä, environmental services company SUEZ, textile recycler and manufacturer Pure Waste, the non-profit Helsinki Metropolitan Area Reuse Centre, and RePack”. 

Commending the work of Reelooping Fashion, the European Comission’s Vice President for “Jobs, Growth, Investment and Competitiveness”, Jyrki Katainen said: “This is a great example of the brilliant opportunity that the Circular Economy brings to European businesses. By creating new technology and innovative products for the future, we promote competitiveness and sustainable growth”. 
On the other hand, Netherlands’ Van Hulley is operating a “unique model” that recycles “shirts into boxer shorts” besides employing women in need of work “experience and education” for making a place for themselves into “broader” labour sector. 
Moreover, Netherland has also launched a new campaign in collaboration with “Circle Economy”, named “Netherlands Circular Hotspot” which will attempt to turn Netherland into “an international circular hotspot during the time of the Dutch presidency of the EU in 2016”. His Royal Highness Prince Carlos de Bourbon de Parme, has been the one to initiate this campaign, whereby He is quoted: “Humanity has great environmental challenges ahead of it. We are at a stage in history where we must find realistic and practical solutions to these. A circular economy offers us a road map for systemic change in our economic ecological and social system. Our ambition with NLCH is to share the practical experiences from businesses, cities, governments, entrepreneurs and communities to show what is possible and inspire ever greater adoption of the circular economy principles”.

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