May 24, 2019 | By Cassandra Napoli
Experience the leading provider of consumer foresight.
Dec 01, 2015
With the rise of fast fashion, we’ve become a throwaway culture, often thinking about the next retail purchase even before we’ve had time to fully enjoy the current one. But now, one designer would like us to think a little bit more about design and a little less about volume.
Menswear designer Tom Cridland set up his namesake label in 2014, and started designing for top Hollywood talent-think Ben Stiller, Hugh Grant, Rod Stewart and Daniel Craig.
But then he had a light bulb moment while working with Leonardo DiCaprio, an actor he admired for his talent and his commitment to securing a sustainable future for our planet. In fact it was one movie, the feature length documentary, The 11th Hour, that features over 50 of the world’s leading experts on environmental issues, which inspired Cridland to think about sustainability in fashion. The result? His 30 Year Sweatshirt.
“The 30 Year Sweatshirt is my cry to end fast fashion, which is unfair on customers who end up paying more for their wardrobe staples in the long run, genuine designers for whom making clothing is a labour of love and the environment, ” says Cridland.
The magic of the sweatshirt is that it celebrates the beauty of design again, making that the focus. It’s also a departure from straight menswear, as men and women can wear it. And with all well-made clothes, it is built to last (lasting 30 years to be exact). The shirt has become Cridland’s way of using good design to make people think.
“The purpose of it is to highlight the pros of sustainable fashion. We are leading an industry trend towards protecting our natural resources by making truly durable clothing,” adds Cridland.
With the average UK household owning around £4,000 worth of clothes – and with about 30% of clothing in wardrobes being dormant and unworn in the last year, according to recent waste statistics, this is a timely product.
There’s an added bonus to investing in the sweatshirt too.
“It supports entrepreneurs in developing countries work their way out of poverty in collaboration with DEKI.ORG.UK, by donating 10% of the profits from every 30 Year Sweatshirt to charity,” Cridland explains.
Never has luxe loungewear done so much good.
To watch a short video that explains more or pick up a 30 Year Sweatshirt of your own, head to this link on Indiegogo.com
Like what you just read? Follow Tom Cridland on Twitter @thetomcridland
NEED INSPIRATION? WGSN publishes 350 in-depth reports each month. That’s a seriously awe-inspiring amount of inspiration. Join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.