For us, we want to change the fashion industry and our collective approach toward shopping, fashion and consumption. We are not going to sit here and tell you not to shop, because well firstly how hypocritical? But also, shopping is ok! It helps the economy, it provides an income for people to feed their families, pay their bills, and we all need to wear clothes (ok, technically you don’t have to.. But I’m not sure how your colleagues would take that), and most importantly, we all want to feel our best! What we do want to change is the fast-fashion approach of buying a top, dress, whole outfit for one occasion and then throwing it away shortly.
One of the many problems with fast-fashion, and I know you’ve heard it before, is that the prices are low because the skilled artisans who make those clothes don’t get paid. Another reason is because the fabrics used destroy the planet (did you know that 70 million barrels of oil are used every year to make polyester for fabric production) and are cheaper for companies. Now I don’t want to be that boring relative who gets stuck on a subject at a big family event.. but the final problem that I’m going to talk about is the fact that 82% of clothing sold every year ends up in landfill. That means only 18% of clothing sold every year actually gets worn, kept, recycled, upcycled, anything! When you think about it like that it’s pretty shocking and disturbing.
So rather than buying something to wear once that you only ‘kinda-like’ or that ‘doesn’t make you feel too fat’ why not spend a little more and get something fantastic? I realise that may sound very privileged, and I understand that we can’t all afford it, but if it’s something you love and save for you will wear it more. And guess what.. You’ll also get better value for money! Because with fast-fashion, the quality is as low as the price, so if you spend a little more (and I’m not talking thousands, or even hundreds more.. Just more than £1..) the item will likely last longer, be more flattering and a higher quality.
I guess, in the end, what I’m trying to say has already been put so eloquently by the wondrous Vivenne Westwood: Buy Less, Choose Well, Make It Last.
And that is why we’re so pro change, and why we want to change the industry. We are not original in this mission, but we’re determined and we hope you are too.
E xx
]]>Ok now that’s out of the way.. On to the juicy stuff. We thought perhaps the best introduction to the brand and to us, was to tell you a bit about ourselves and how we got here.
First, cast your mind back to a time BC (before Covid), now that may seem so long ago that you can’t even fathom it, but that is where our story begins. We met (ok, to be completely transparent it’s E writing, so this *may* be a very one-sided recollection but that’s what happens when you shotgun not-writing the post…) BC at a London based contemporary womenswear brand. E was already working there and K joined in the Spring. We immediately became friends because K was in awe of E and just wanted to hang out with her all the time.. Ok, maybe that is an exaggeration. Anyway, we worked side-by-side all day and bonded over our shared love of clothing (and pasta.. and wine!) and were constantly complimenting each other and sharing new brand finds on Instagram. Fast forward two years and we were still in this instagram-obsessed cycle and loving it. Then Covid hit, and while we were no longer working side-by-side we facetimed most days and discussed the usual topics.. What we loved and what was aggravating us.. Etc. And it kept coming back to the same problem.. We saw brands using the term(s) “sustainable” and “sustainability” as a marketing ploy, and not as a goal. Essentially, they were greenwashing and it was p*ssing us off. So we decided to reach out to the brands we love, see what responsible actions they were taking/had in place in terms of the environment and if we could work together. And voila! Prochaine was born.
I think it is most important, at this point, to point out that we are in NO way sustainability experts, nor are we fashion production experts. What we are, are two girls who bloody love shopping, and hate lies! So we thought we would try and debunk the greenwashing, and create a space for like-minded brands and people to interact and shop. Of course, the most sustainable option for the planet is for us to all wear hemp sacks all the time.. But what fun is that? For us, fashion, style, clothes, shopping etc bring a sense of personality, individuality and fun to life. We want to look and feel good, without the guilt and the shame.
I hate the term “sustainable” and here’s why; we cannot be completely sustainable. It is not possible. What we can be is responsible and ethical and conscious. These are glorious words because they encapsulate what we are trying to do with Prochaine. We wanted to create a space where responsible brands have been curated into edits of insane pieces (ok, biased because we chose everything but still!), where you can all come and shop knowing that what you’re buying is already taking steps towards a better future. This level of consideration, responsibility and ethics towards shopping is already positively impacting the environment because every piece is an investment of thought, time and money. Hopefully this way, we can change the approach to shopping and fashion, move away from disposable-fashion, fast-fashion and all the god-awful things that come with it (*ahem* under-paid workers, illegal working hours etc etc) and towards a brighter, greener future.
So, thank you again for your support and for staying with me long enough to read the above. If there are any brands you love and want us to stock, or you have any questions please, please get in touch! Until then.. I hope there is something on here you LOVE.
I think I had better sign off now before K reads this.. See you soon! xx E
Any enquiries please get in touch: help@prochaine.co.uk
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