Sustainable fashion could be taken to the next level thanks to a new brand of clothes made using "organic cotton" that is naturally dyed as it grows, which debuted at the Premium Berlin fashion event.
The cotton used in the creation of the clothing brand has been specially designed to dye itself. Image credit: Natural Cotton Colour
The collection of Denim Green, Brown and Beige clothes, designed by Brazilian brand Natural Cotton Color (NCC), holds space at the event. They are cut into "timeless designs" that suit various uses, with the entire concept in reducing material costs compared to mainstream clothing brands.
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The cotton is grown in Paraíba, northeastern Brazil, in a dry area where rain is rare. Even without irrigation, the crops manage to grow in vast quantities.
The clothes are being unveiled by the company's CEO Francisca Vieira, who originally founded the company in 1995 as a streetwear line. She claims the line sees a roughly 87.5% reduction in water use when compared to normal fabrics.
The process was developed by Embrapa, who discovered the method of growing organic cotton that dyed itself naturally.
The brand's supply chain brings involves a tight-knit partnership between farmers and artisans, public and private entities, in addition to spinning, weaving and clothing companies.
They are also reportedly being designed as luxury products.
“The clothes have interventions of the crafts of Paraíba. Lace and embroidery are produced by women in local productive arrangements", Vieria explains.
This has led to the creation of new yarns and fabrics.
“Germany is one of the leading countries in organic food and sustainable clothing consumption, we believe this market is both open and mature, based on our know-how in these segments,” Vieria added.
The Premium Berlin event is home to various fashion brands from June 7-9, ranging from large players to small innovators, and the focus is on sustainability. There will also be discussions on "virtual fashion" for concepts such as the metaverse.
Executives of the event are looking for companies to search for ways the industry can reduce its climate impacts, or even change the entire values of the sector.
NCC's clothes are designed for the "end-consumer" - those more acutely conscious of the impacts of their purchases.
Vieria report that they will "only be sold virtually via e-commerce", hints the brand may ship to retailers.
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The project already has the support of local authorities and businesses in the Paraíba area, which could help it become a household name in parts of its native Brazil.
- More information about the brand and the types of clothes on offer can be found on the company's website.
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