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SELFRIDGES Bright New Things Editorial - E.L.V Twi
E.L.V. DenimCourtesy of Selfridges

Selfridges’ Bright New Things series spotlights five sustainable labels

Labels Permanent Clothing, ELV Denim, Good News, Elliss, and Stay Wild are the latest brands to be featured in the initiative

Since kicking off in 2011, Selfridges’ Bright New Things initiative has been championing young, upcoming designers – turning its eye specifically to sustainable labels from 2016 onwards. After spotlighting Kitx, Charlie Feist, Naadam and Ecolaf last time around, this time sees those labels return, joined by newcomers ELV Denim, Permanent Clothing, EllissGood News, and Stay Wild.

Amsterdam-based designer and founder of Permanent, Iris van Melsen focuses on creating streetwear that does not involve water waste in the production. Noting that the amount of water used in a six hour-long shower approximately equates to the quantity of water used to create one cotton t-shirt, the Dutch designer features a host of statements on conscious consumption throughout his collection. The new offering includes a series of hoodies and t-shirts which feature his rain and thunder logos – there’s even an eco-friendly lanyard, made of bamboo. 

For ELV Denim, the collection is made up of more of its discarded denim pieces, which are used to create unique, one-of-a-kind jackets. Elsewhere, swimwear label Stay Wild repurposes waste from the ocean in a bid to make sure we still actually have an ocean in years to come. This is then reappropriated and recycled into bright, colour-blocked swimsuits. Although it started as a charity to help provide migrants and refugees with shoes, Good News now also works to creates sustainable trainers which have recycled rubber soles. 

You can shop the new collections from today at Selfridges London or online.