Spring/Summer 2014

Burberry Clash

Womenswear.

Burberry Clash is committed to reducing its environmental footprint throughout its global operations. Environmental sustainability is a key responsibility and Burberry Clash can play an important role in ensuring that its environmental impact is minimized in the countries where it sources materials and products through to the markets where products are sold.

Burberry is focused on the construction details and its main design principles last throughout the decades. Burberry Clash’s obligation is to keep the rich standard of Burberry design and to transfer it in a more street-wear style. Burberry Clash’s outcome is street-wear garments that emphasize comfort and functionality but at the same time remain focused on sustainability and human welfare.

Sustainability principles are visible throughout Burberry Clash collections. It tries to combine the environmental awareness with the garments’ construction in order to pass a clear message towards its consumers and to make them more conscious about the environment and willing to be part of a more sustainable lifestyle.

It focuses on cradle to cradle approach of design and makes sure that its materials are recyclable. It gives high importance on 100% qualities but it still uses both biological as well as technical nutrients. The brand makes sure that when two materials that belong to different nutrients are combined it is made in a way that they can be separated easily in order to be disposable. The ways that Clash succeeds in easily detachable materials are e.g. by constructing a garment in more than one layers, by using small amount of stitches when two different materials are combined and with the usage of similar quality of thread of the highest component material.

However Burberry Clash like its mother company doesn’t want to give up on using PVC as one of its main materials. PVC is an essential component of Burberry since it is an important material for the construction of coats, which is also its key garment. In order to keep the same effect of the raincoat Clash creates the garments with PVC by using the layering principle and constructs the garment in more than one pieces. As a result the customer not only has the same outcome of a raincoat but can also use it as two separated garments. Here the DIY principle is also visible and it gives to the client the choice of personalization.

Furthermore Burberry Clash as a more street wear brand tries to reach a more personal relationship with its clients. The bondage between the label and the consumer has great importance in Clash’s policy. Burberry Clash gives the opportunity to its customers to return their products when they outgrow or they are damaged. Afterwards the company has the responsibility to separate their parts and recycle them. In order to keep its clients motivated the company offers them advantages for the next seasonal collections. It is a win-win situation. The costumers can make small changes towards a more sustainable lifestyle without giving up a lot. Additionally the brand gains the trust of its consumers, a higher reputation in the fashion industry and a more sustainable and fashion forward brand image.