The very fact that I have no idea how many times a year Berlin Fashion Week takes place demonstrates how unfamiliar I am with the world of fashion. But somehow, I did hear that the NEONYT, a global hub for fashion, sustainability and innovation was in town. Now that interested me; particularly in light of this year’s topic focusing on our biggest resource, water, and it’s need to be protected. Here at the NEONYT, exhibitors get a chance to present their alternatives for the issue of water waste, for instance, the number 1 water consumer in the textile industry: denim jeans.
After all, the production of a single pair of jeans consumes up to 8000 litres of water. That
has to change, and there are alternatives. Especially these days, the "think green and
sustainable" idea has finally caught on with the consumer, and the NEONYT has to be
congratulated for, not only choosing that path, but also that they've be on it for quite some
time; for ten successful years, actually.

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FUTURE FASHION –
THE HIGHLIGHTS OF THE NEONYT

Category: Fashion     Text: Angela Peltner
Photo: Messe Frankfurt Exhibition GmbH / Patrice Brylla
The very fact that I have no idea how many times a year Berlin Fashion Week takes place demonstrates how unfamiliar I am with the world of fashion. But somehow, I did hear that the NEONYT, a global hub for fashion, sustainability and innovation was in town. Now that interested me; particularly in light of this year’s topic focusing on our biggest resource, water, and it’s need to be protected.
Here at the NEONYT, exhibitors get a chance to present their alternatives for the issue of water waste, for instance, the number 1 water consumer in the textile industry: denim jeans. After all, the production of a single pair of jeans consumes up to 8000 litres of water. That has to change, and there are alternatives. Especially these days, the “think green and sustainable” idea has finally caught on with the consumer, and the NEONYT has to be congratulated for, not only choosing that path, but also that they’ve be on it for quite some time; for ten successful years, actually.
THE CHANGE OF FASHION IS NOW
So when I got to the rugged but cool location, the old power station in Berlin, on Wednesday, July 3rd, there was definitely something to celebrate. Spread out over three floors, there was a fully packed programme to admire. You have to imagine the NEONYT as a mixture of conferences, a trade fair and a fashion show. Created by the fashion trade fairs Greenshowroom and Ethical Fashion Show Berlin, the NEONYT exhibition brought them together in 2019. The venue was teeming with hip, international labels, innovative hang out areas and countless delicacies. There was a bit of everything: style, design, beauty and taste. A colourful and modern potpourri of the green future.
I MADE YOUR CLOTHES
“All in” was my mantra. So I started off visiting the conference ‘Fashionsustain’ and listening to the international speakers who discussed how we can conserve even more water. And it turns out, there are plenty of ways. Whether by irrigating with pure rainwater or by using lasers and sustainable alternatives to conventional textile fibre dyeing, all without water. I then spoke with a few exhibitors about their strategies and found that practically everyone had a different approach. ‘Mud-Jeans’, for example, turns old jeans into new models by dissolving the fibres of old pairs of jeans and reassembling them with organic cotton. The “Lovjoi” is a tailor’s shop founded in 2014, and only produces on request. A garment is therefore only made when there is a direct demand for it. Fair, organic and with a vegan deceleration.

DENIM PRODUCTION USES SO MUCH WATER. CONVENTIONAL WASHING INVOLVES WATER AND STONES. THAT IS NOT THE CASE WITH US. WE ACHIEVE THAT WITH LASERS. AND WE CREATE THE USED LOOK WITH OZONE AND A NANO MIST. THIS SIGNIFICANTLY REDUCES THE AMOUNT OF WATER USED. IT TRANSPORTS THE CHEMICALS DIRECTLY INTO THE FABRIC. WE EVEN RECYCLE THE ZIPPER. FULLY AND EFFECTIVELY SUSTAINABLE.

Corinna Treder, Lovjoi

Fashion, jewellery, beauty products – everything was given a face, a feeling, and an origin at the NEONYT. There was an oversized shredder standing around, in which old jeans were being shredded to be reformed into new ones. Huge sewing machines were built, where you could follow the creation of a garment from the first sketch on a computer to the finished product. The whole process took less than four hours. I had no time pressure, and thank god, because I was virtually swallowed whole by the pre-peek. Primarily, it was due to the fascinating and diversified labels that had made their pre-collection available to guests and bloggers. Including a beauty station with a professional photo shoot set up.
ZERO WATER
All the labels I got to talk to work fairly and transparently in their production. The french company ‘Bag Affair’ makes practical yet feminine bags. Their Clou raw material of choice is cork and the reason they chose it is actually quite simple. It’s durable and of high quality. Probably the most sustainable type of forestries are the ones harvesting cork bark, because the process doesn’t require water. In addition to that, cork is particularly light and therefore even large sized bags are comfortable to carry.

WE TOUCH THE SENSIBEL CLIENTEL, THAT LOOKS FOR TRUE SUSTAINTABLE ALTERNATIVES IN FASHION. THERE IS NOTHING BETTER THAN NEONYT WITH NEW AND YOUNG BRANDS. SO WE CHOOSE THIS GLOBAL HUB FOR OUR PREMIERE TO SHOW OUR BAGS.“

Taiseer Khalil, Founder of Bag Affair

A NEW BEGINNING
At the end I was laying on one of these big, comfortable pillows and understood the fascination with fashion. I looked around, and everywhere it was colourful, new and inspiring. There was a sense of optimism in the air. And that’s good air. Just as good and as important as water!
Photo: Messe Frankfurt Exhibition GmbH / Patrice Brylla
By |2019-07-10T14:12:14+00:00July 10th, 2019|Angela Peltner, Fashion_Highlight_EN|Comments Off on FUTURE FASHION – THE HIGHLIGHTS OF THE NEONYT