Luxury, not landfill — the waste-free future of fashion | Joon Silverstein
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Deep Dive
Why did Joon Silverstein create Coachtopia?
To address the sustainability problem in fashion by pioneering a circular system where products are made from waste, designed for multiple lives, and have clear circular pathways to keep materials in circulation.
How does Coachtopia redefine waste in the fashion industry?
By making waste visible, reimagining it as an inspiring raw material, and designing products backward from existing materials rather than idealizing new ones.
What challenges did Coachtopia face in designing with waste materials?
They had to embrace design constraints like limited color options and material availability, turning these into opportunities for innovative design.
How does Coachtopia's approach to waste management differ from traditional fashion practices?
Traditional fashion practices often ignore waste generated during production, while Coachtopia collects, sorts, and repurposes leather scraps into new products, creating a new supply chain based on waste.
What impact does Coachtopia aim to have on the fashion industry's carbon footprint?
By using waste materials, Coachtopia aims to reduce the carbon footprint of its products, with one example showing a 59% lower carbon footprint compared to a similar style made with new materials.
How does Coachtopia challenge traditional notions of luxury in fashion?
By redefining luxury as products born out of waste, Coachtopia challenges the industry's focus on uncompromising quality and perfection, embracing imperfection and natural materials.
What role does consumer behavior play in Coachtopia's circular fashion model?
Consumer behavior influences production practices; by challenging the ideal of perfect, unblemished products, Coachtopia encourages consumers to value sustainability and the use of waste materials.
What is the long-term vision for Coachtopia's impact on the fashion industry?
To build a future where waste is not an unwanted consequence but the fuel for a new model of progress, transitioning the industry from linear to circular systems.
- Fashion consumption has increased by 400% over the past 20 years.
- 85% of materials produced in fashion end up incinerated or in landfill.
- The relentless production of new materials accounts for 38% of fashion's greenhouse gases.
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