SS20 | September 2019 as a brand that puts gender equality at the heart of its business and strives to empower all women, we paused showing at LFW allowing Co-Creative Director Catherine Teatum time to be a first time mom.
We decided that SS20 Re-Centre the Norm Part Two was about redefining our ‘normal’ fashion business model and what our roles as humans should be for the future of our planet. We have spent the last 18 months reevaluating how we create our textiles and collections, consequently Pillar #2 is all about moving towards being Zero-Waste https://www.teatumjones.com/pages/studio
As part of these Brand Pillars we are delving into our archives and re-visiting forgotten treasures. Now, when we begin a collection, 40% is made from archive TJ fabrics or deadstock. We have resurrected old TJ printing screens from our archives and we are using them to lease new life to past season fabrics.
We literally use every scrap of fabric from the factory floor to create patchwork embellishments and embroideries from previously discarded waste material. All embellishments have been created in our London studio by inspiring young people who we are training in artisanal hand embroidery techniques.
We have focused and condensed our product offering to only the strongest creative and commercial shapes, therefore reducing the size of the collection and amount of samples being made and as a result we have seen a reduction in overall production waste.
We are moving away from creating everything ‘new’ and instead focusing our efforts on re-visiting, re-using and re-loving.