How adDRESS-the-future Addresses What’s Next for Denim
Sustainability is slowly shifting from a ‘should have’ to an ‘excited to have,’ and few are more keen about advancing the sustainability spirit than Sue Barrett and Sinem Celik.
The duo behind adDRESS-the-future, a series of inspirational sustainability presentations and workshops designed for brands and sourcing companies, each bring their own indigo passion to the project and the goal of propelling the eco-conscious conversation.
Here, Carved in Blue hears from Sue and Sinem about the project and their plans for its impact on the denim sector.
Carved in Blue: Can you tell us a little about your adDRESS-the-future project?
Sinem: We have different experiences in the industry, me with @bluprojects in mindful sourcing and business development area, and Sue with @denimforum trend forecasting and product development tailored for the denim and casual markets.
We share the same vision for working towards a better future of denim. So we collaborated on a sustainability platform, ‘adDRESS-the-future,’ which is a series of inspirational sustainability presentations and workshops we offer to brands and sourcing companies.
Sue: We wanted to collaborate as a way of engaging with and inspiring the industry to new dynamic, yet simple business models and design ethos that have become and will become game changers for protecting our planet. Sustainability is a bit like a dart art. There’s so much to explore that it’s hard to know where to start. So we wanted to find new ways to break down the barriers through inspiration and information.
Carved in Blue: Why did you feel now was the right time?
Sue: Retail’s business model has ramped up to a frenzy of collaborations and new product saturation. You get a new item, but a few months later a new style comes out and you feel dissatisfied with the old style. Not only does that affect our mental health but, also, this over production damages our planet. I’ve been working in denim and trend forecasting for over 20 years. I found my interest was drawn more to calling out trends that had a sustainable anchor, than ‘it’s all about frills.’ As a designer, good design is what matters most. Well-designed products are keepsakes, not just temporary mood enhancers.
Sinem: Also, once you face with the facts about climate change and fashion’s contribution to it, you know it is the right time to start thinking on the new ways of business and how important it is to spread this movement into the whole industry. The linear model, which was followed by all industries over the years, has resulted with huge cost to all of us. The circular approach, using wastes as a raw material and decreasing the use of natural resources, could really save the planet in the long term. Another fact is that with the rising abilities of technological innovations, now sustainable sourcing is no longer a limitation for aesthetics of the end product. So, with all these new possibilities, sustainability is easier to adopt than ever. With the help of adDRESS the future, we want to show what’s possible and how we can think differently.
Carved in Blue: What does sustainability mean to you?
Sue + Sinem: Protecting our planet. Designing mindfully. Spreading the movement.
Carved in Blue: What are mindful sourcing processes?
Sinem: Mindful sourcing is to consider the impact and waste of any materials and processes to be used, collecting all data and facts, and looking into environmental friendly alternatives. From organic cotton to recycled yarns and clean indigo and dyeing processes, to innovative garment wash technologies, it’s all part of the mindful sourcing processes. And it is essential that all tiers are collaborating with each other, uniting the powers of different innovations.
Sue: We are in an Anthropocene era, in which the impact of humans on our planet has overstepped its welcome. Within this new era of awareness, conscious design and manufacturing has to become the core business model. Recycled instead of virgin raw materials being just one example.
Carved in Blue: What’s missing from the denim industry?
Sue: The roots of the denim industry were always anchored around craftsmanship. A durable product, made to withstand the test of time, and products which simply get better and more unique with time and wear. Denim is unique. Denim is about the subtlety of woven character that reveals itself over time. Fast fashion denim has altered our relationship with this unique indigo product. The iconic images of denim through the years, like Steve McQueen and Jane Birkin, both reflect a much-loved and worn-in product that faded down to become a treasured old friend. You can’t get that relationship with a product that is made for a seasonal trend only.
Carved in Blue: What’s your first denim memory?
Sue: I’m a child of the 70’s and my parents didn’t wear denim. They wore cords! Such a clear memory of the sound of my mother in swishing cord flares and wooden Dr. Scholl’s. I still remember how proud I was of my Lois bellbottoms with side piping. So stiff they felt they’d last forever. The dizzy heights of fashion for me, back then, was experienced through TV, watching Charlie’s Angels (I was team Farah Fawcett!) and, of course, Top of the Pops. Abba, Garry Glitter, Donny Osmond were big in my world. And I so much wanted to be part of Legs and Co dance troupe.
Sinem: In my hometown, there was an U.S. military area, back in the ‘80s, which was the first Levi’s store in the country. My first denim memory, was the moment my parents bought me my very first Levi’s 501, I felt myself so cool. Sure, I still have it with me, even though I can no longer fit in it 🙂
Carved in Blue: What’s your favorite pair of jeans?
Sue: Hardest question ever!!! Possibly the deadstock baby Wrangler 13MWZ jean, complete with the qualitag label, that I have in pride of place in my home, in a bright yellow frame. In the ‘90s I worked at Wrangler and my team relaunched the iconic Wrangler Bluebell products. So rich heritage and authentic narrative always runs deep for me. I tend to find myself deep in eBay vintage denim scrolling, geeking out on details and history.
Sinem: I have so many favorites but, I would choose a loose fit old Acne jeans, naturally aged over the years, feel so comfortable in it I usually wear once a week. It is also special to me because I was involved in the design process of that fabric years ago.
Carved in Blue: Where do you look for denim inspiration?
Sue: Another hard question! Inspiration isn’t something you can switch off. It hits you from any and everywhere. Especially with today’s subliminal Instagram scrolling habits. However, I have an enduring love of Japanese street-style, closely followed by Swedish denim ‘passionistas’ and London’s eclectic energy. People on the street who master their own style and wear their denim with great majesty.
Carved in Blue: What does Carved in Blue mean to you?
Sue + Sinem: Carved in Blue has become a platform where the denim network connects to each other and makes it easier to know about brand new innovations and business models. Especially about spreading sustainable practices and models, we believe Carved in Blue plays an important role in the industry. Living in the digital age, such a trustworthy channel of reaching to information is very helpful for the industry.