Sustainable Eco-friendly fashion: In the old days, eco-friendly meant baggy old hemp t-shirts suitable for sandal (and possibly sock) wearing hippies. New denim company Emergent is concerned with both looking good and making the planet a better place. Encouraging consumers to waste less and ensure garments to have a longer life span while still being stylish, I have developed a brand and designed a look book that reconsiders how fashion is sold. Putting sustainability at the core of the brand I have implemented the circular economy into the denim industry through the ‘Lease, Wear, Return’ system, compared to the linear approach where jeans are made, sold, worn and burned as trash. The book was printed and hand bounded at LCC by myself. Paper: Somerset -250gsm & 175gsm- Radiant White, 100% cotton. Photography was done by my brother Bradley Hart.

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