Who What Wear UK’s Hannah McGhee with her Unfolded capsule.
In the UK alone, 350,000 tonnes of clothing go into landfills every single year, and this number is impacted by long-standing behaviours from both retailers and consumers. Thirty percent of clothing manufactured is never sold, and 30% of clothing is returned and then often discarded. There are a number of brands and businesses rethinking how we consume clothes in order to make some positive change, from the boom in rental options to the rise in the made-to-order model.
We see it as an important part of our role as fashion editors to introduce our readers to the brands that are questioning how and why we shop and show that things can be done a little differently. My colleague Hannah McGhee, the vice president of Who What Wear UK, told me about her recent discovery in this space. This Is Unfolded is a company trying to address the industry’s waste issue, while still offering beautiful clothes you can treasure.
It creates 10-piece collections that are designed based on direct requests and feedback from its community. Each collection is created as a capsule with a focus on timeless design. The second edit just launched and includes summer staples, such as a Breton top, a navy jumpsuit and a printed midi dress. Unfolded only begins manufacturing once orders have been placed, so it is based on actual demand, ensuring product doesn’t end up in the landfill. Of course, sustainability requires careful consideration across all aspects of a business. Unfolded pays close attention to its materials and uses Eco Liva Sustainable Viscose, and for every order, it donates to the nonprofit organization Pratham, which gives millions of children in India access to education.
“Shopping through Unfolded was a completely new experience for me,” Hannah told me. “It had the ease and simplicity you see through the big fashion giants, but with its sustainable model and ethical practices, I found it an entirely refreshing way to shop. What blew me away was the quality of these items and their versatility. They have been made with so much care and fit so well I know that they will become key wardrobe forever staples and not disappointing one-hit wonders that I’ll tire of quickly.”