Summer sales are in full swing, and retailers are marking down prices to stimulate consumer spending. Today's retail business revolves around "fast" clothes--styles are quickly outdated, forcing consumers to throw out last season's garb.
Several Finnish fashion designers are, however, bucking this fashion industry trend.
Designers at Remake EkoDesign for example construct new tops from old sweaters. Remake's designers say a few simple alterations can make old threads chic.
"The world will drown in a sea of cheap textiles unless people recognise the environmental destruction posed by throw-away mentalities," says Mirjami Malleus of Remake.
Even high street designers are revamping their styles to minimise their labels' fashion footprints.
"Sustainability is important," says Sarén, an internationally-renowned Finnish designer, while she shows off a crocheted dress that came into the world as a blouse.
Eco-conscious designers are now urging everyone--not just trendy dressers-- to recycle old clothes for looking cool without draining wallets…or the planet.