Every new piece of clothing impacts the environment even before we try it on in the store. Textile production uses vast amounts of water. It takes 2,700 liters to make one T-shirt, which is how much a person drinks on average in two years. In addition, about 1.7 million tons of chemicals are used each year to dye fabrics. Some leach out during washing, poisoning the water and air, and the earth contaminates clothing; millions of tons end up in landfills every year. Mega-consumption is becoming a real threat to the environment and a global problem for humanity. One of its solutions is abandoning the so-called "fast fashion" in favor of rational consumption. Today more and more world fashion brands produce collections in accordance with this concept. There is an active study of new technologies for the production of fabrics and clothes. The hottest trends in modern fashion are recycling, eco-friendliness, and conscious consumption.
One of the designers who built on "environmentally friendly fashion" was the brand's founding philosophy of the brand was the founder of Helen Stracta Elena Denisova. With her debut collection, the graduate of the British Higher School of Art and Design drew the attention of fashion experts and made them talk about a true fashion revolution, setting the vector of the fashion industry's future development.
What deserved such a high appraisal of experts? For her collections, Elena Denisova carefully selects fabrics and dyes and focuses on environmental friendliness. With the help of unique author's developments, she creates new innovative materials: durable, super strong, with properties important for the modern consumer. For example, a fabric using traditional Japanese washi paper has anti-microbial properties and effectively absorbs odors, including the smell of sweat. The addition of cotton thread gives the new material durable properties uncharacteristic of paper. Clothes made of it are practical to wear and incredibly comfortable. Another author's elaboration of the sustainable fashion designer Elena Denisova, is clothes made of technologically perforated mesh, produced using recycled materials. It also has super durable qualities, which ensures the products have a flawless appearance for many years. Perforated mesh clothing is not afraid of even daily washings and can serve its owners for many years. In addition, this material practically does not crumple - ironing it even after storage in the suitcase is unnecessary. The new generation of fashionable people with an active lifestyle already appreciates this vital quality. They value every minute of their free time and therefore vote with their purchases for comfortable, stylish clothes, which can easily be combined with each other and create a huge number of variations. This is exactly the kind of clothes the young brand Helen Stracta offers its customers.
All the brand collections are based on the basic models that form the basis of a woman's closet and do not lose their relevance from season to season. The collections come in small batches, and some things are created just to order, which makes Helen Stracta clothes exclusive both by their properties and design. It is no coincidence that the brand is rapidly developing in the international fashion market. It appeared a lot of fans who by buying stylish, durable, and environmentally friendly clothes from Helen Stracta made of technological fabrics support the idea of rational consumption and reduce the amount of clothes that are thrown out because of the loss of their appearance. And this is clear proof that even a small brand can cause positive changes in the behavioral habits of customers and thereby influence society. Big victories start with small steps. And the brand founded by Elena Denisova has already taken such a step.