WHAT WE SAY:
Using natural, recyclable or compostable fibres isn't enough for the fashion industry to meet its climate targets. Companies need to actually reduce how much they produce in the first place. As a fashion brand that was designed to be shut down, Benim Denim hopes to bring this message to the masses by committing to cease production once its limited supply of deadstock denim fabric has run out.
Although this kind of "start-up, shut-down" business model would likely be hard to adapt and scale across the industry, we think it demonstrates that working within planetary boundaries can actually offer exciting creative opportunities for designers and businesses.
