World Ocean Day 2021

World Ocean Day 2021

Tuesday, 8th of June

For this year’s World Ocean Day, world leaders agreed upon protecting at least 30% of our blue planet by 2030. This essential demand goes by the name ‘30x30’ and is important to ensure a healthy climate and a blue planet. Also brands are taking conservation action. Get inspired by these conscious heroes who are making this world a nicer place to live in.

Clean ocean, clean conscience

Keeping the ocean clean starts at the source. Non-profit organisation River Cleanup raises awareness and unites like-minded people all over the world to make a positive global impact. Join us in the week of June 6th for River Cleanup World: put on your gloves, grab a garbage bag and head to a river nearby!

Why we act? Did you know that over 8 billion kg of plastic find their way into our oceans – and that 80% of it comes from rivers? We want to prevent our litter from ending up in the ocean. The river next door is a good place to start!

River Cleanup

We're in this together

In JBC’s new collection I AM water, water pollution to be precise, is central. Sustainability is the new black. Synthetic chemicals are avoided in the production of organic cotton. Other fabrics such as EcoVero viscose and Tencel lyocell are produced in an environmentally friendly and closed process.

JBC dresses your entire family in cute prints and cheerful colours. Feeling fabulous and dressing smart, or reducing your ecological footprint? Who's claimed you can’t have both?

JBC - I AM collection

One ocean, one climate, one future

Jeans. A notorious fashion item when it comes to the environmental impact of the textile industry. Can jeans be produced green? Lee Cooper proves it can. Together with concept store Juttu, Lee Cooper Belgium created an ECO CAPSULE collection. The focus is on 'natural denim', jeans in its purest form, without colouring.

The collection includes a trendy blue flared pair of jeans and light shorts for women. For men, there's also a stylish blue jeans jacket and skinny jeans in a lighter shade. The T-shirts from the capsule collection are made of organic cotton and Lyocell, which is made of cellulose from wood chips.

Today the brand uses only two (!) litres of water to produce one pair of jeans, whereas previously 100 litres were needed to produce one pair. This is possible because reusable 'ecostones' are now used instead of the usual stonewashing. But that’s not all. Recycled or bio-cotton is also used as much as possible and each pair of jeans undergoes an ECO wash, whereby less water, energy and chemicals are used. Saving the planet, one pair of jeans at a time.

Lee Cooper Belgium x Juttu - ECO CAPSULE collection

A Green Collection for a blue planet

DIM’s Green Collection makes underwear shopping a guilt-free pleasure. These undies and bras are made from organic cotton without the use of chemicals, pesticides or GMOs, which makes the undergarments skin and planet friendly. DIM also cares for their workers. Safe factories, fair pay and transparent production ensure ethical product development.

DIM - Green Collection

Wearable leftovers

As summer is getting closer, Belgian brand Wasted Atelier has just launched a new drop with colourful, glamorous, summer-proof items. All items are created from leftover fabric scraps, a sustainable approach to contemporary fashion. The pieces are a delight to the eye and easy to mix and match.

In the new collection, the brand presents a range of shorts and lightweight kimonos in different prints, depending on the ‘catch of the day’ fabric. The blue tie-dye print was saved from the stock of an Italian printing mill. Combine the joggers with the kimono for a statement look, or opt for the slip dress that will turn heads.

This summer, you will be able to shop Wasted Atelier at our beloved Belgian coast. The brand will have its very own pop-up store at Sea Square, the new place-to-be in Knokke. Read the full story here.

Wasted Atelier

The brand of milk and honey. Hallelujah!

Moses adored the Red Sea, but Freedom Moses cares for the ocean equally. Their slides are 100% vegan, cruelty free and made out of PCU, which can be recycled. Are your slides at the end of their life cycle? Just toss them in the blue PMD recycling bag! This colourful brand takes the truth into account: not all countries have a system in place for items like theirs. This is why they are also researching ways to enhance the recyclability quality of their sustainable slides.

Freedom Moses practices what they preach. As they call on you to, and we quote: “Chill responsibly”, they’re passionate about the planet and mitigate the impact the production process has on the environment. They promote a chill lifestyle without harming Mama Earth. Their eye-popping prints and colours make the comfy slides a must-have on hot summer days. Your feet will be forever grateful! Plus, they are waterproof, hand washable and lightly scented of milk and honey. What’s not to love about this brand?

 

Freedom Moses

Nuts about the planet

Belgian skin care brand CÎME allows you to reduce your ecological footprint while taking a shower or washing your hands. How does it work?

  • Step 1: You bought a Nuts about you volume shampoo or hand & body wash for the first time. You’ve indulged yourself to the very last drop and now the bottle is empty.
  • Step 2: Clean your empty Nuts about you bottle at home.
  • Step 3: Bring your clean Nuts about you bottle to a Juttu store.
  • Step 4: Refill your Nuts about you bottle at the refill station and receive a €4 discount at the checkout.

The refill system works like a wine barrel. Each refill station contains a recyclable cardboard box, with a kind of ‘wine bag’ inside. Each refill bag is made of soft plastic without a print or stickers. That way, it can be easily recycled through the blue PMD bags. But how much less plastic is recycled? 17 refilled Nuts about you bottles equal 1 new Nuts about you bottle in terms of plastic waste. That's not all! The refill stations are handmade in Belgium and consist of sustainable wood. And every Nuts about you bottle is made of 100% recycled plastic. That’s nuts, right?

Juttu - CÎME - Refill station

There is no planet B

La Redoute, always on the lookout for tomorrow's talent, spontaneously joined forces with Chlore, a high-end swimwear brand, for a chic and sporty capsule. Chlore x La Redoute was born, a high-flying collection of swimwear made out of recycled technical polyamide, a harmless textile that doesn’t irritate the skin. Choosing recycled polyamide is a commitment to nature for 2 valid reasons:

  • The more we recycle, the less raw materials we use and the more we save.
  • We reduce our waste while turning it into new raw materials.

A true virtuous circle.

Behind this responsible brand supported by Maisons de Mode in Roubaix, are two born swimmers who take inspiration from the most beautiful pools in France. This season, true to their style universe, the duo have designed a collection for La Redoute that combines sporty performance and graphic allure.

Chlore x La Redoute

No time to waste

In Belgium, there is 950,985 thousand tonnes of municipal household waste annually, or 143.46 kg per inhabitant. Sage Appliances, a global leader in innovative kitchen appliances, launches the ground-breaking FoodCycler: a revolutionary appliance that can reduce the amount of household food waste by more than 80%. In addition, the appliance eliminates 100 % of the greenhouse gas emissions usually generated by food that ends up in a landfill. ​ This food disposal appliance is an accessible and sustainable solution to food waste in the kitchen.

The FoodCycler transforms household food waste into nutrient-rich EcoChips using an intuitive three-stage cycle. The system dries and pulverises almost all types of food waste and reduces it to small particles, while simultaneously aerating and heating it, which helps in the decomposition and sterilisation of the waste. The FoodCycler gives off no odour, is quiet, uses little energy and is easy to clean. Feed the earth after every meal!

Sage - FoodCycler

The TIDE is high

Belgian jewellery label Lore Van Keer’s new TIDE collection is inspired by the natural movements, pure lines, patterns and structures of water at the edge of the shore. The abstract look and the minimalistic feel of the hand-crafted silver jewellery takes it back to basics and celebrates intentional imperfection. One with the elements, symbolising the purity of the precious metal.

A team of highly skilled goldsmiths manufactures every jewel with time-honoured techniques and clear-cut vision in their ateliers in Belgium. The brand’s suppliers only source their materials, gemstones and precious metals in an ethical fashion. That way, they contribute to empowering responsible small-scale and artisanal miners. Oh how we love local craftsmanship!

Lore Van Keer - TIDE Collection

Did we awaken your inner waste warrior? Take some ocean action by signing the World Ocean Day petition or sharing the campaign graphics and badges on your socials.

 

About Trends

In need of inspiration? Every season, we select the most telling images from our brands in various thematic press kits. Need some additional information or anything specific? Don't hesitate to contact us!

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