With the rise of environmental awareness and an increase in the popularity of sustainable living, the environmental impact of fast fashion has become a topic of discussion now more than ever. When assessing the current state of the planet, this is certainly for good reason – up to 10% of the world’s carbon emissions are a result of fashion, while the industry produces nearly 20% of global wastewater. In fact, it takes approximately 200 tonnes of water to produce just one tonne of dyed fabric.
Yet, we may not always consider these factors when on the hunt for new clothing. After all, fast fashion is convenient, efficient and cost-effective – it’s readily available to us when we need it. However, these patterns of production and consumption are costly; with damaging effects on the environment over time. For this reason, NOK NOK is raising awareness of the importance of sustainability.
The London-based brand, highlighted for its edge and focus on individuality, quality and longevity, has fused fashion with art in its latest project. Staying true to the brand's ethos, NOK NOK has created a banner with a strong statement behind it – one of environmental consciousness.
On display in Shoreditch, the banner is made of two parts and cleverly uses upcycled denim from old NOK NOK collections. Painted on top of the clothes is the brand’s short yet catchy name, along with the hashtag #NOKNOKLONDON, encouraging spectators to join the conversation.
“The concept of the banner, highlights the sustainability of our brand” NOK NOK states. “The purpose of this project is not only brand advertising but to create awareness of NOK NOK’s positive impact on the environment”.
NOK NOK is thoughtful about where they source their materials and create their products – mostly producing garments in Italy and the brand's footwear collection in Spain. After production, the clothing is then hand customised and finished to add a personal and edgy touch.
NOK NOK’s banner can be found at 347 Old Street, EC1V 9LP, London.
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