Italy – Fashion brand AVAVAV has released a pair of avant-garde shoes that are crafted using deadstock fabric from neighbouring luxury fashion houses.
As a key production hub for many luxury brands, the label's home city of Florence creates millions of meters of fabric, much of which ends up not being used. The limited-edition hyper-realistic four-toed boots – dubbed ‘bloody feet’ – are typical of the clothing label's conscious production ethos. Other aspects of the brand’s sustainable supply chain include transporting fabric in electric vehicles to reduce carbon dioxide emissions and using recycled packaging.
‘After years in the fashion industry, I craved something upon my own beliefs,’ says Linda Friberg, founder of AVAVAV. ‘We wanted to create something that both responds to and confronts the now inevitable future, both in regard to sustainability and to what fashion will become,’
Demonstrating a growing desire to deviate away from mass-produced fashion with their small-batch collections, brands like AVAVAV are shifting their focus to deadstock and agile new waste strategies.