Western attitudes towards clothing is finally changing, and it has to. The fashion industry is the second largest polluter of the earth, taking that dubious silver medal only after the oil industry. The impact upon the planet some 80 billion products produced per year is staggering. It is especially notable that the majority of these items are being worn on average 7-10 times before ending up in landfill. Only an estimated 15% are recycled or donated.
Fast fashion brands continue to pollute not only our world but the minds of our young and susceptible people into thinking they get everything they want, instantly and cheaply. Make no mistake this is connected to the social media derangement and must have now culture that has erupted in the last twenty or so years.
This throwaway culture is changing as we find alternatives to damaging our fragile planet for instant gratification.
Outdoor wear is a bit different, but still part of the same industry. Most brands shun fast fashion and make quality products that while maybe not organic or eco-friendly, are well made and built to last. We need products that walk the walk. It’s no good proclaiming an item of clothing is waterproof when it isn’t, or that a sleeping bag will reach minus 10˚C when it won’t. This type of claim has its obvious dangers.
Here at Last Wolf we are interested in exploring ideas for a more sustainable and ethical existence. Reduce, reuse, recycle are words commonly used when talking about reducing the impact on our environment. We aim to add to Reimagined to this lexicon. There are others too.
And so we present the Last Wolf Reimagined range. Our message, slogans, words to live by, mantra if you will, Rewild Your Soul, Live Deliberately and the Last Wolf runes emblazoned onto vintage heavy duty flannel outdoor shirts. This is more than reusing, this is a re-awakening. The opposite of fast fashion, this is eco-fashion. Bespoke, vintage shirts, each one unique. Rewild your wardrobe. Last Wolf Reimagined range available now.
Currently listening to Hymn to the Woeful Hearts by Pure Wrath, atmospheric black metal from Indonesia.