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Sustainable Fashion Hits the Runway at FIDM

Posted on 12 October 2012

Sustainable Fashion Generation


[photo credit: Iann Ivy]

A new generation of young tastemakers exists who are challenging the status quo of fashion. Ryan Larson, 22 is in his second academic year at the Fashion Institute of Design and Merchandising(FIDM). Recently, he and a peer group of progressive thinkers produced an entire fashion show centered on sustainability. Everything from the runway exhibitions to the show’s decor was created from repurposed and sustainable materials.


[Ryan Larson:Left]

Fidm_fashion_show_3a Fidm_fashion_show_4a Fidm_fashion_show_9a

The event took place at FIDM’s Downtown San Francisco location and three local designers were put on display: Medium Reality, EUFIA and Ceravelo. Medium Reality is a “design house, a custom costumery…and a reclamation station in epic proportions.” At the helm of this re-manufactory is artist and founder, Rachel Hospodar. Medium Reality is a sustainable menswear brand that makes it possible for “people to be eco but stay urban.”


[Rachel Hospodar - Medium Reality]

EUFIA is a fashion start-up founded by Kathryn Guinto. Her style is crafted from various types of upcycled material and is designed for “a pretty girl, with a tomboy attitude.” Most interesting is her passion to hand make unique pieces that are inspired from her personal experiences.


[Kathryn Guinto - EUFIA]

Ceravelo, co-owned by Steven Arevalo and Jackie Lopez, is a gentleman’s brand that specializes in the design and manufacturing of modern ascots. They procure fine vintage, repurposed and new silks to produce hand tailored, one-of-a kind ascot ties.


[Steven Arevalo & Jackie Lopez - Ceravelo]

Sustainable Q&A

After the models lit up the runway, owners from the three brands participated in a Q&A panel to discuss the unique dynamic between fashion and sustainability. Collectively, the four panelists possessed 20+ years of experience in a combination of fashion, business, technology and ecommerce expertise. The mixed crowd of industry professionals, educators and students kept the momentum of dialogue going at a quick pace. Much of the discussion was centered on the viability of sustainable fashion and the ability to compete with larger brands. Students were also interested in how technology i.e. social media and cloud solutions, is not only changing the face of fashion but making it possible for startups to compete.


[photo credit: Iann Ivy]

The key take away was that sustainable fashion has a home in San Francisco, at least for now. A growing awareness within the broader community has made it possible for free thinkers to innovate the market and provide a desirable yet environmentally friendly option to consumers. Technology will continue to drive this improvement and those who are most adaptable to change will thrive.

Sustainable Products Made from Repurposed Materials

Fidm_fashion_show_exhibit_1 Fidm_fashion_show_exhibit_2 Fidm_fashion_show_exhibit_3 Fidm_fashion_show_exhibit_4

[photo credit: Iann Ivy]


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