Bringing the fashion and food industries together is now easier than ever. Thanks to the rise in the number of socially conscious consumers and their new purchasing behaviour, the fashion industry is constantly on the look-out for more eco-friendly and cruelty-free brands. Seen as a lot of people are shifting away from the consumption of red meat and cuttle-raising is on decline, it is finally time that we start implementing this sustainable mindset in fashion by coming up with alternatives for traditional animal leather.
Thankfully, today there is a wide selection of vegan options to choose from. One of them is Pellemela, a 100%-apple-leather that is not only organic but is also able to compete with animal leather in terms of characteristics, since it is breathable, resistant and waterproof. It is obtained from the waste of the apple food industry, which ranges from 30% to 40%. The uniqueness of this fabric has already been appreciated by many ethical and environmentally conscious brands among which Norwegian SOSTER STUDIO, which offers the world’s first leather jacket made out of apples, and the Peta- approved company Veggani where you can find an apple leather backpack or a crossbody bag among other products.
The idea of using biodegradable materials to make garments is not only a step forward when it comes to minimising the impact of one of the most polluting industries, but also a great opportunity for brands to stand out among their rivals. Sustainable production supported by real stories and a unique brand character are the key factors that attract customers to a label; consistency in delivering an outstanding product and high-quality service are those that determine customer loyalty.
Innovation and sustainability are therefore a key to success, and vegan materials seem to be a perfect solution. And with the prices of alternative and animal leather being close to -if not- equal, the final price of the eco-friendly product won’t be that much greater than that of its popular alternatives.
Seen as demand for ecological fabrics is constantly on the rise, it is safe to say that the future of Pellemela, and of vegan leather in general, seems to be very bright. The question is now whether the industry’s giants will jump on the bandwagon and start using unconventional textiles in their collections. What we can be sure about, however, is the constant and unseen-before increase in the level of responsibility in the fashion business. Such initiatives not only create potential for connecting businesses and communities, but they might also result in greater profitability for a lot of fashion companies, making them a great option that should be explored by all industry players.
by Klaudia Miazek
