WORLD OCEANS DAY AT SELFRIDGES

CLEAN WAVES

The global creative platform transforming reclaimed fishing nets and marine plastic

Created by Parley for the Oceans and their collaborators in fashion, music and material science, Clean Waves is a new creative fundraising platform for the oceans using fishing gear and marine plastic debris to create luxury designs. The mission? To use innovative design solutions that help to reduce plastic pollution across all seven oceans – starting in the Indian Ocean with the Maldives. The first collection features a core range and collaboration with artist and activist M.I.A. – shot for the campaign by photographers Inez & Vinoodh. "We're working with the best designers, photographers, artists and scientists and all the net proceeds — the money after cost — is funding the movement to clean up our oceans,” says Cyrill. As a brand operating with full transparency, each of Clean Waves' sculptural eyewear designs features a GPS coordinate on the frames that details the specific area of the ocean that the proceeds from the piece will fund. As the collection grows, customers will be able to track the progress of Parley’s efforts to protect these beautiful, remote locations.

We spoke to Cyrill Gutsch, CEO and Founder of Clean Waves and Parley for the Oceans, to find out more about his mission, his environmental heroes, and the communities that have inspired him along the way. Read the full interview by clicking below.

GIRLFRIEND COLLECTIVE

The inclusive activewear brand working with post-consumer plastic bottles

“We believe that health comes in all shapes and sizes and that representation matters,” says Girlfriend Collective – the community-powered womenswear label crafting sportswear from recycled plastic. “The water bottles have their labels removed, are crushed into miniscule chips, and washed until they are sparkling clean,” says Girlfriend Collective of itsprocess. The plastic is then melted down to create a soft, recycled yarn that the brand transforms into stretchy, figure-hugging activewear in a range of neutral and vibrant colourways. So, how best to care for synthetic clothing with the ocean in mind? The collective recommends washing your Girlfriend piece using a filtered washing bag or microfibre filter to catch any tiny plastic particles that could enter the water system. Another top tip? Always avoid high temperatures when washing and drying synthetic textiles: “This will ensure you can love your Girlfriend piece for a long time. If you no longer have a use for your piece, check if you can recycle them via our ‘ReGirlfriend’ garment takeback programme,” says the team.

SEALAND

The outdoorsy accessories brand putting yacht sails on the map

“Amongst the Sealand family there are endurance runners, surfers, avid hikers and creative trailblazers,” says Co-Founder and Creative Director Jasper Eales, the trained product designer who began creating items he felt were missing in his own outdoorsy lifestyle. Sealand’s bags and accessories are made from B-grade materials (those considered unfit for use), or offcuts generated by manufacturers of yacht sails and nylon ripstop. These sturdy, weather-resilient materials are combined with CmiA-certified cotton and organic hemp. “Materials that can’t be turned into sails, tents or umbrellas, can still make great bags, diverting waste from landfill is one of our core pillars,” says Jasper. The lining inside every Sealand bag is made from reclaimed advertising banners and each product includes a personal stamp of the individual who made it. “We want our machinists to feel pride, and for people around the world to know who they are and be blown away by what they do,” says Jasper.

ZERO WASTE CLUB

Transforming Selfridges packaging waste into essentials for the home

When at secondary school together, Pawan Saunya and Rishi Gupta launched Zero Waste Club. “We discovered that much of the waste we produce in a day is down to a few actions here and there – the takeaway lunch, bin bags, removing make-up – so we made it our mission to provide more sustainable alternatives to these,” says Pawan. Ever since, Zero Waste Club has collaborated with a range of independent artisanal makers to create essentials for the home. For the exclusive-to-Selfridges collection, Zero Waste Club has teamed up with Brighton-based maker Imogen Gray at Gomi Designs to create a homeware line made from Selfridges’ plastic waste – from soap dishes to drink coasters and wireless phone chargers with an artistic marbled finish. “The type of plastic waste we are using doesn’t currently have value in the recycling system,” says Pawan, “so we reached out to Selfridges who was ecstatic about turning its plastic waste into products its customers love.”