With the fashion industry currently in dismay, sustainability has become a hot topic. Fashion industry facts and figures are haunting both designers and manufacturers. ‘The fashion industry creates more carbon dioxide emission than that of flying and shipping combined.’ ‘Year upon year, an estimated 300,000 tonnes of used clothing ends up in UK landfill.’ It is not looking good. 
Creatives paving the way for fashion today have a lot of responsibility on their shoulders. As renowned fashion houses pledge their principles for sustainable fashion, a name already making waves is Sophie Hird. A pioneer in the field of sustainable fashion, Sophie curates 100% sustainable designs without sacrificing her strong signature style. 

Sophie Hird's graduate collection shot for Gaffer Magazine

Upon graduating from the prestigious, London College of Fashion, Sophie’s debut on the runway was met with praise and applause. Her sharply executed collection was both bold and brave; taking a stand against mass production and textile waste. As models strutted the runway in a mix-match of upcycled football jerseys, the eclectic collection tactically married the functionality of sportswear with the flamboyance of showmanship. 
As gender neutral streetwear brands begin to take prominence in the fashion industry, the young British designer is very much on trend. As brands such as Off White, Vetements & Supreme, with focus on the fashion revolution of stylish streetwear; Sophie takes athleisure one step further. 
Similarity to many young designers dipping their foot in the fashion industry; Sophie participated in several internships and placements. It was her time interning at a German sports company that birthed the concept for her graduate collection. Likewise to many large fashion houses, masses of textiles and samples are thrown away and dumped in landfill. Witnessing the excessive amount of surplus garments, she wanted to bring life to disregarded and waste fabrics, curating a vibrant new context.
Why football? Not only are football jerseys notorious for their bold and slightly camp designs, there are masses of them. Replica kits are a billion pound industry, with clubs such as PSG making millions transforming their kits into beloved fashion collectables. Sophie’s playful design and eco-ethos has created a strikingly creative take on menswear fashion. 
Currently on display at the National Football museum, the collection kicks down the gender barriers. For over 150 years, football culture has become a source of British identity, engraved into our society and economy. The predominantly male sport has secured a legion of loyal and somewhat rowdy male fans. Combating gender stereotypes, Sophie explored the ostentatious Baroque period for her design and silhouette references. The Baroque period of the 17th century saw decorative and exuberant costume, linen lace cuffs and silk stockings being a far cry from the menswear seen today. 
Sophie Hird’s designs not only achieved a stark contrast through their shape and silhouette against football culture, but the historical references also shone a light on garment production. Her handcrafted, sustainable collection bore reference to an era in which mass production did not exist. Pre-ordered and handmade, producing minimal textile waste. Far from the fast fashion seen today. 
With the fashion industry often reflecting the state of the world today, sustainability is chanted throughout the industry. As London is renowned for its subversive and eclectic style, the city is striving to set sustainable standards for fashion weeks around the globe. 
Enlisted by the British Fashion Council, Sophie was invited to showcase her sporty collection during London Fashion Week’s ‘Curating Young Talent’ - a showroom promoting emerging designers who placed sustainability at the heart of their brand. Her playful and conscious collection provides a fresh new take on mens fashion. The young creative is topping the sustainable fashion league, reinforcing her status as a talented designer to watch.
Back to Top