The Quebec Waste Reduction Week invites us these days to preserve our resources. “The Earth gives us much more than the respect we give it,” we say.
Posted at 2:00 p.m.
The movement aspires to a society without waste. If you know my background, you know that I share this ambition. I focus my energies on shaking up the disposable fashion sector (fast fashion), which is a real socio-environmental disaster. Like me, consumers tap their feet. Dominant apparel players must now follow suit.
Fashion is one of the industries that consume the most water and materials. The equivalent of the contents of a truckload of clothing is burned or buried with every passing second.
Thus, for several years, I have applied myself to rethinking the ways of doing things in the environment, to better reduce. My commitment also earned me the title of Canadian Climate Champion in 2021 for COP26. With my company BEDI, I offer a local circular and utilitarian fashion option.
If some see the concept of “sustainable fashion” as an aberration, I am convinced that we can reconcile these two ideas that are a priori opposed.
We must redefine the meaning of the word “fashion” in the collective imagination and strip it, once and for all, of its ephemeral character.
Multinationals have a role to play in this transition, as they have pushed the strategy of intensive renewal of collections to the extreme. Seeking profit at all costs, they are guilty of selling low-quality textiles that wear out quickly. All this feeds the vicious circle of overconsumption.
Of course, getting dressed is a basic need. But it is possible to do so with style and respect. At BEDI, we elevate the practices of upcycling (upcycling). Our motto is: one day, everything that was, will be again. In the interest of circularity of resources, we reuse materials considered as waste and, thanks to the expert hands of seamstresses and seamstresses from here, we give them a superior value. Our coats are made of fishing nets rescued from the seabed. Our utility bags are woven from textiles salvaged from airplanes or end-of-life vehicles. Our designs are timeless, our collections are long and our confections, 100% produced in Quebec, are guaranteed for life.
How do you encourage big brands to seize on these ideas and many others?
It is the H&M, Zara and SHEIN of this world that hold the powers required to globally change production and consumption patterns.
They have a responsibility to innovate and move forward in a sustainable way. They should, for example, commit to ensuring that none of their parts – sold or unsold – end up in the trash, by offering second-life programs.
A multitude of eco-responsible solutions exist and, after all, these large distribution companies are known for their imaginative spirit.
I therefore address these giants and I appeal to their inventive fiber: please, push the limits of creativity, not those of the planet.