• 253 tons of textiles sent to landfill.
  • Throwaway fashion grows to 30% of landfill
  • Diverting cloths from landfill could save millions. In 2012 July a third of all clothes bought in the UK ended up in landfill but if they were donated for reuse or recycling they could generate 140 million in revenue.
  • 55 million pounds of pesticides being used on cotton plants are some of the most toxic in the world affecting the environment, eco-systems, whole communities and still are present in the garments and we can be affected through contact.
  • Using recycled cotton saves 20,000 litres of water per kilogram of cotton a water-intensive crop. (Textile Waste Diversion)
  • Conventional cotton uses 55 million pounds of pesticides on cotton plants which are some of the most toxic in the world. (OTA- Organic Trade Association)
  • About 15% of fabric intended for clothing ends up on the cutting room floor this waste rate has been tolerated in the industry-wide world for decades (


What is sustainable fashion?

Sustainable fashion is a growing design philosophy and trend of sustainability to create a system which can be supported indefinitely in terms of environmental and social responsibility. That is a part of a larger trend- Ethical fashion. This is one way of explaining it but another way or ‘The best way and simplest to describe sustainable fashion is that it is about being friendly to our environment responsible with our resources and creative in our wardrobe choices.

I think this is more inclusive than the first, meaning that everyone has to get involved. Not just the producers but the consumers too. The choices we make have a far reaching effect.

There are five main criteria of sustainable fashion:

  1. Is it locally made
  2. Is it ethically produced (in terms of human capital safe, stable and compensation fair….
  3. Does it incorporate recycled materials
  4. Does it use organic and naturally processed materials
  5. Is it made to last

Obviously there are other points to consider eg;

  1. Is it sold locally
  2. Affordability

Designing in these times requires an awareness of our environmental impact, so the choices we make send out a clear message.

Through Sustainable Fashion we can all make a difference to REDUCE, REUSE AND RECYCLE the R3 CAMPAIGN. Designing clothes now requires an awareness of the environmental impact of the fashion industry. That’s why I chose to combine good design with sustainability.” “The clothes we wear are a direct expression of our personalities, beliefs and lifestyles. Eco-fashion has moved from the fringe into mainstream fashion. We all have a part to play through the choices we make.

The R3 (reduce, reuse, recycle) campaign is about a fashion with a consciousness; Raising an awareness of our impact on the environment so we can make a difference. It is not just the garment production processes but the wearer too. Designing and living in these times requires an understanding of the ripple effect our choices have, impacting on lives and the environment at large. Join the campaign and make your mark. The official page is going be on Facebook ‘Jose Hendo’ for updates.


“Research clearly shows there are real financial and environmental benefits to be reaped from valuing our clothes more. By building on and encouraging the innovation already undertaken by collectors, re-processors, charities, retailers and local authorities, we can help protect precious resources, and save billions in the process”.

Dr Goodwin

“If it can’t be reduced, reused, repaired, rebuilt, refurbished, refinished, resold, recycled or composted, then it should be restricted, redesigned or removed from production.’

Pete Seeger