22 Feb WHAT TO WEAR WHEN THE WORLD ENDS
Extreme weather events, shrinking ice sheets and rising sea level: There is no point in denying climate change. How are we going to prepare ourselves for this new environment? If it comes to changing our behaviour we haven’t really got the answer yet, but when it comes to clothing, ‘The Unfortunately, Ready to Wear’ has got you covered.
The Unfortunately, Ready to Wear is a capsule collection of future-facing concepts, that shows us what we will inevitably need when the environment becomes less inhabitable. The conceptual collection translates urgent climate problems into tangible realities. The clothing line is designed by Luka Sabbat, in partnership with media company Milk and the Natural Resources Defense Council (NRDC).
Unfortunately, Ready to Wear was an exhibition at Milk Gallery during New York Fashion Week. The collection combats major threats to our environment and health like heat waves, extreme storms, air pollution and infectious diseases. It is aimed at building a legacy of environmental conservation and empowering the next generation. Unfortunately, Ready to Wear collection wants you to commit to personal climate action in 2019: At the website, you can take the pledge.
“A changing climate isn’t a future problem – it’s ours, right now”
The post-apocalyptic collection consists of four pieces: Headphones, a bandana, a jacket and a backpack. The headphones are equipped with tools to protect the user from heat waves and extreme storms. A screen will host weather updates and send warnings, while the built-in fibre optics provide WiFi and cell service everywhere and the solar panels provide battery-free power. The bandana has interchangeable air filters to protect the user from dangerous air pollution and allow the wearer to breathe easy. The jacket with a fireproof and water-resistant exterior protects the user from wildfires and floods. The jacket comes with a detachable hood that limits contact with disease-carrying bugs. The backpack that doubles as a sleeping pack and contains a removable water filtration tool and a device equipped for soil analysis and has a solar panel on the outside.
There is however something very shady about this collection. While we completely support Unfortunately, Ready to Wear’s message, we wonder if Luka Sabbat is the right person to promote this. Sabbat is – besides an actor, model, designer and creative director – a highly sought after influencer. With 1.6 million followers on Instagram, Sabbat could be perfect for advocating climate activism. Instead, the influencer chooses to promote the complete opposite of what the NRDC stands for. NRDC asks you to pledge to cut plastic and single-use items out of your daily routine, to take public transit, bike or walk when possible and to steer clear of “fast fashion”. Overall, it wants you to become a more conscious consumer. Sabbat is sponsored by Evian. Yes – the brand that advertises single-use plastic bottles. On Instagram, the influencer likes to pose with his Mercedes and he is a model for several fast fashion brands. Hey Luka, maybe you should stop the greenwashing and take the pledge yourself?
The Unfortunately, Ready to Wear collection makes people more aware of the impact of climate change. At least that is ofcourse what the brand is telling you, and this is exactly what is happening with a lot of brands, namely storytelling. Due to the fact that we know consumers aren’t “one on one” selling products just for the products anymore, it becomes more and more difficult to spot Fake News in products as well. Is Unfortunately, Ready to Wear really caring for your environment, or is this a perfect case of greenwashing for their own benefits, we’ll leave that up to you.