Pioneering Design and a Transformative Approach.
With the necessary rise of sustainable fashion, it’s hard to stand out amongst the many big names and early adopters in this sector but with a mission statement that aims to induce urgent change within the fashion industry above all else, Switch Focus is set for success. Based between Manchester and Cornwall, the brand is collaborating with the University of Exeter to develop an upcycled range as it plans to become carbon-neutral within the next five years.
“We know the fashion industry is capable of radical change. By switching our focus, we’ll change mindsets, educating the industry and beyond on the power of circularity and creating a better future for all,” said founder Eryn Murray.
In the pursuit of creating a new norm where sustainability, positive impact and unrestricted creative possibility can coincide simultaneously, the made-to-order approach is a very important first step. Silhouettes are very much streetwear-orientated with an oversized yet versatile fit that not only gives off an effortlessly chic look but accommodates any wardrobe. Branding is also tastefully done and left to a minimum on cut-and-sew pieces such as the Recycled Nylon Tracksuit, with eco water repellant capabilities and organic cotton premium hoodies and tees. The Upcycled Denim set shows the diverse range the label is capable of achieving through the sourcing of better materials and consciously circular design.
To learn more about Switch Focus and its commitment to sustainability, visit the website here.
Check out the campaign imagery below.
PHOTO CREDIT: @MADEBYRYANMOLE; CREATIVE DIRECTION: @GENUINELYCONSCIOUS; STYLIST: @MOLLYMUZSLA
