Hardly any buyer paying for new clothes at the cash desk of mass-market realizes that by the level of environmental pollution textile industry is in second place after the oil industry. Dyeing fabrics pollute fresh water, and tons of microfibers emitted during the home washing of clothes are equivalent to billions of plastic bottles. Things made of the cheapest material will last one maximum of two seasons, lose their presentable appearance and go to the dump, where piles of unnecessary clothes have already accumulated. Mega-consumption is the scourge of modern society and a serious threat to the planet’s ecology. One solution to this global problem is offered by Helen Stracta, a young brand created by Elena Denisova, a sustainable fashion designer. The brand provides a search for organic fabrics, processes of recycling, and reuse of materials. Its example shows how even a small brand can cause positive changes in people’s everyday life and radically renew their purchasing behavior.
Helen Stracta’s clothes are universal collections, laconic silhouettes, which easily fit into any closet and do not go out of fashion the next season. These clothes are basic but exclusive at the same time. The secret lies in the texture and fabric structures. Elena Denisova not just takes recycled material and sews clothes from it. By masterly combining different textures and joining natural fabrics with recycled materials, she creates handmade fabrics by author’s pattern by cutting and embroidering. Other brands do not have these! It is no coincidence that Elena Denisova managed to acquire international fame in quite a short time. The brand’s target audience is successful active women who appreciate quality, comfort, versatility, and uniqueness. They choose Helen Stracta, because in this clothing you always look special, and at the same time it does not need ironing, it perfectly retains its shape and does not lose its attractive appearance for many years, even with daily washing. Such qualities are provided by a special high-tech material – perforated mesh. It has a surprising advantage in creating suits – jackets, and skirts. Fashionistas appreciated their convenience and saving their precious time. There is no need to iron and think about what to combine with what: put them on and go about your business, and you always look flawless.
Another know-how of Elena Denisova, a sustainable fashion designer, is clothes made of Japanese washi paper. Despite its “paper” origin, it is a quite strong and durable material. The addition of cotton thread ensures such qualities. Wasi is famous for its anti-microbial properties and is widely used not only in fashion but also in manufacturing furniture and interior decoration. Clothing in which washi is used is good at absorbing unpleasant odors, including – the smell of sweat. It helps to eliminate the problem that prevents the comfortable existence of millions of hypersensitive people who react to various stresses by increased sweating. The new technologically advanced material has ultra-durable properties that allow the creation of clothes with a perfect fit. An innovative approach to the dyeing process offers the market fabrics that retain their color even after numerous washings.
Heavy-duty, durable materials extend the life of a garment many times over. Helen Stracta customers support the idea of smart consumption, reducing the number of clothes thrown away because they lose their attractive appearance. The unique eco-textile trend, for which Helen Denisova became the ambassador, is turning into a new fashion trend. The designer, in fact, made a real fashion revolution – she set the vector of future fashion development: environmental friendliness, safety, comfort, versatility, and durability.
