Paris fashion fortnight in JANUARY 2020 began with an apocalyptic warning.
“Our Mother Earth will not be able to support life, we will not be able to breathe … If we don’t open our hearts and our minds, it’s the End,” a disembodied voice intoned as hot Hollywood label Rhude made its Paris debut.
The very next show, Phipps’ “Treehugger, Tales of the Forest,” was teased on Instagram with pictures of rescued koalas from the Australian wildfires.
It was another sign that fashion now sees itself on the climate change frontline.
But when Rhude designer Rhuigi Villasenor was questioned backstage, he admitted there was nothing sustainable about his collection.
He had found the stirring speech on the internet the day before and didn’t know who had made it.
But he insisted his clothes were “timeless” and would “live through ages and trends.”
Campaigners say such “greenwashing” is typical of an industry “that is talking the talk but not walking the walk” on sustainability.
While Rhude is a young brand, it has a starry roster of clients from Justin Bieber to rapper ASAP Rocky and Ellen DeGeneres.
Yet some of the most fabled luxury houses in fashion, even some whose designers are activists for change, have found themselves caught short.
Rhude T-Shirt are a good way to show your commitment to protecting the environment. It utilizes water-based inks to print on its organic cotton shirts. They are also quite comfortable to wear all year long.