The fact that there’s growing demand for clothes rental services such as
Closet Infinite speaks volumes about the “fast fashion” mindset that’s become so common today. Aiming squarely at the opposite end of the sustainability spectrum, the Malaysian
ULTRA fashion label has launched an eco-minded 10-piece women’s wardrobe set that’s designed to offer — through mixing and matching — enough outfits to last a whole year.
ULTRA bills itself as a sustainability-minded brand, and its “ULTRA 10” wardrobe set is a testament to that focus. Created through a collaboration with sustainability leaders LOHAS, Greenovate and The Wellness Works, the ULTRA 10 is intended to offer a minimalist solution to a year’s wardrobe needs. An included 3-in-1 coat, for example, turns into both a shirt and a skirt; a 2-in-1 jacket converts into a vest. Also included in the USD 918 set are a backless top, a cropped top, a vest, a white shirt/dress, a skirt, a top/dress, a pair of stretch pants and a pair of cotton trousers. All are made-to-order from organic cotton and recycled materials including jersey, georgette and poly chiffon. Pieces can be sent back to ULTRA at any time for mending or upcycling. Perhaps most intriguing of all, however, is that at the end of a year’s wearing, the ULTRA 10 set can be returned for a fresh supply at discounted prices. In the meantime, a dedicated section of ULTRA’s website invites customers to upload photos of all the ways they combine the set’s items to create fresh looks for 365 days.
Much the way the popularity of energy drinks ultimately spawned a whole new
“slowness” beverage trend, so a backlash to fast fashion makes perfect sense in this eco-conscious era. If you’re in fashion, it may well be time to start thinking about helping consumers simplify and pare down.
Spotted by: Katharina Kieck
