For the first three months of 2017, the mythic Selfridges has created a new world – a Material World, more specifically – focusing on 8 innovative brands, and the 8 different sustainable textiles that they use. These materials include Scottish wool, organic cotton, recycled leather, “yakshmere” (yak cashmere), denim, biodegradable acetate plastic, viscose…and our fabric of choice: vintage European linen.
In an immersive, conversational experience that spirits shoppers away from rainy London, they can read up on current issues concerning each material, and ethical solutions to these problems. For instance, we at Kilometre use vintage linen because of its natural beauty, durability and the fact that it is the only organic textile that can be grown locally in Europe. Fun fact: if every Parisian chose linen instead of cotton when buying a shirt, the amount of water saved could supply the city with drinking water for an entire year.
Selfridges hopes to put the spotlight on how we consume fashion, and to encourage consumers to make more ethical, educated and responsible choices. If you’re in London between now and the end of March, be sure to check out our Oxford Street window display, and shirts from our AW17-18 collection available within the store.
400 Oxford St, Marylebone.
Until 27 March.