UK-based Anti-Apathy organisation promotes and supports people who take creative approaches to social and environmental issues. They have highlighted fashion, food, energy and water as their four themes to focus on this year.
Worn Again is such an eco-fashion initiative originating from Anti-Apathy. The organisation has teamed up with Virgin Atlantic to find a use for old aircraft seat covers and other materials. Spingwise reports that Anti-apathy is now working to help Virgin Atlantic meet its goal of halving the waste it sends to landfills by 50 percent by 2012.
The airline has already reduced the waste it produces in its offices and ground operations, and now Worn Again has produced 2,000 limited-edition bags using materials reclaimed from approximately 1,000 airplane seats during a renovation. The Worn Again Virgin line includes two handbags, a messenger bag and a toiletry case, priced ranging from GBP 25 to GBP 65. All are handmade in family-run and small-scale workshops in Portugal and come with a list of the "ingredients" and sources used.
By continuously innovating, eco-designers such as Worn Again are keeping current eco-consumers intersted, as well as appealing to the broader target market by injecting a cool factor into eco-consciousness.