Tuesday, October 19, 2010

Zip Me Up, Zip Me Down in JUJUBE Eco Design

Following a few months of delving into this whole new world of sustainable living especially in the area of fashion, I'm starting to believe that many designers and fashion labels that claim to be eco and/or ethical start off with genuine intentions but getting the task done all the way plainly is a HUGE challenge.

I say this because I think of sourcing for organic fabric. Wouldn't that fabric need to be flown (carbon emission alert!) in? What about commissioning less privileged artisans to hand make gorgeous hats? But can I make frequent enough trips to the little town to ensure it is honest to goodness fair trade (and again, the freight nightmare)? Let's not go into dyes, finishing chemicals, packaging, I can reel off to blah blah blah...

So instead of being a skeptical bystander hurling criticism in my head (bits of sense stopped me from opening my big mouth) I now applaud designers who bring us beautiful wearable sustainable fashion. Although there likely are loopy holes to call it totally sustainable, what goes onto the (ahem, not all) racks are blood and sweat on not just design but also God knows how many hours of research on and search for ethical manufacturing, getting the right certifications, personal visits and ultimately going that extra ten thousand miles just to be so.

So, I can't wait to tell you about JUJUBE by Jujube Li that was the Singapore entry at the Eco Chic Asia show I blogged about awhile ago. Her range is not only made of 100% certified eco textile, it brings mix and match to a different level. A usually one piece item can be transformed with a quick zip. I tried this combo...

... which is made up of a lemon yellow ruched sweetheart tube top zipped with a grey long skirt. An odd idea? Let me try to illustrate with more pix from JUJUBE's website.

Choose this top...

... zipped with this skirt...

to get this.

Or the same top, with this skirt...

... to get this.

The first grey and white skirt, with a different top.

Other combos:

This zipping concept is JUJUBE's very own patented G.R.O.W. Modulated Clothing Design SystemTM that minimises raw material consumption, reduces wardrobe usage and the biggest plus: increases the value of each purchase simply by zipping modular parts together to create whole dresses. It's getting 4 dresses out of 2 and it gets better with more JUJUBE pieces.

From its just-released Bird of Paradise range:

The zipping modulars work for tops too.

Price ranging from S$149 for a dress, JUJUBE is available online and in these stores in Singapore.

share a little, or a lot! x

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