Knitwear company John Smedley has an interesting project on the horizon for 2008 – Luxury Redefined. They joined forces with Better Thinking ltd. to create a new sustainable luxury t-shirt. The t-shirt has been developed in London, materials grown in Peru and made in England. As of Spring ’08 the t-shirts will be available in mens, womens and childrens sizes.
Sustainability has been a rather big subject in fashion in 2007 and it will only become bigger. Our take on the subject was always, if they deliver good product that a slight premium, it will work and also make sense, but sustainability cannot be a selling point for a mediocre product. This John Smedley initiative looks promising, hopefully we can soon have a look at the final product!