Pick n Pay has just launched its new sustainable collection with Julia Buchanan – a range that presents you with beautiful soft textures and the rising green palette trend.
Courtesy images – Pick n Pay
“The collection is made from recycled fabrics and produced locally which is key to my vision of creating a brand that is supportive of the community and protecting our environment,” Buchanan shares.
Pick n pay adds that creating a sustainable collection always comes with an extra cost. A great example was made by comparing the sustainable endeavour to buying a new car. If you had to buy an electric car (which is better for the environment as opposed to a normal car) it requires more capital.
The vision at Pick n Pay for the collab collection took to create the sustainable range in a way that would make it accessible to their consumer at an affordable price point.
‘Slow fashion’ a term one of the buyers from Pick n Pay spoke on, is the direct opposite of ‘fast fashion’. It’s a term often used by sustainable fashion lovers, and is integral to understanding how sustainable fashion works.
Slow fashion focuses on longevity and good quality materials that will be timeless (not just in style). You might lose interest in a garment after a couple of months, but in a year or two you could re-style it or even modify it and reduce your carbon footprint in the process.
Courtesy images – Pick n Pay
Courtesy images – Pick n Pay
The intention behind these collaborations with designers and Pick n Pay is also focused around helping smaller, undiscovered designers.
In the South African fashion industry, up-and-coming designers don’t always have an easy start. This is because fashion knowledge amongst successful brands and designers isn’t always shared. Designer Gavin Rajah, who also attended the launch shares:
“Sure there’s competition but it shouldn’t be competition that causes destruction.” Here, he refers to competitive aspect of the market. Although there is healthy competition between designers and brands in South Africa, the focus should be on sharing resources instead of working against one another, building one another up.
Courtesy images – Pick n Pay
From left: Sarah Allderman from Sarch Designs and Julia Buchanan
The collection is available nationwide in selected Pick n Pay clothing stores and online.
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Featured Image – Courtesy images – Pick n Pay
