As COVID restrictions continue to ease up, despite news of a recent rise in cases and the Delta variant, a sense of “re-opening” is among us. Venturing outside seems to feel just a little “normal” again. This new perspective is what many brands are taking for this spring/summer season with an emphasis of finally being together with friends and family.
Amsterdam-based global retail platform PARO STORE is no different as it celebrates these “mixed emotions and energies” and the “strange sensations as we adjust to a world that feels different” in its SS21 “Re-Awaken” lookbook. This photo editorial highlights collections from its community of independent, sustainably-focused designers for the current season.
The store was founded by Ruth Sutherland and Zoe Patience in 2020 in order to promote a more positive and informative side of fashion and retail.
PARO’s campaign video and lookbook – shot by Mr. Bradford, directed by Leo Cosme, composed by Leonidas Diamantis, and with junior creative support by Catalina Biemans – feature designers and brands that bring a more brighter and bolder outlook to our wardrobe. This includes:
- Handmade 100% GOTS certified organic cotton knitted hats from Par Cielle
- Upcycled, hand-crocheted pieces by Kerriih
- Italian handmade eyewear crafted from cotton and wood pulp by Auór
- Custom recycled jewelry by Eily O Connell
- Organic and fair-trade items hand-dyed entirely with plants and vegetables from vegan designer Eleanor Williams
- 100% organic cotton pieces featuring no new fabric from Harem London
- Handmade 100% GOTS certified organic ribbed cotton tops from Aniela Parys
- Organic and recycled pieces from Sonia Carrasco
- Deadstock and vintage sourced garments from We Found It Studio
- Organic cotton and compostable shorts by Edo Goods
- Vintage-inspired sneakers made of recycled canvas and rubber by Viron
- Deadstock, natural rubber, and mostly recycled EVA sandals by Sinobi
PARO has a strong commitment to helping customers discover new and emerging designers who are shaping a new, necessary, and sustainable side of the fashion industry. Its approach boils down to “good design, that’s good for the world.”
In order to bring this to life, the store’s curation of product revolves around nine “good design codes.” As each brand tackles specific issues in its own ways, PARO’s design codes help customers pinpoint what exactly is the brand’s focus when it comes its Earth-friendly project. These codes are transparency, artisan work, people empowerment, eco-friendly, vegan, organic, circular, resource and emission management during production, and products that are locally-sourced.
Go through each piece featured in the SS21 “Re-Awaken” lookbook on PARO’s site and you’ll see the codes included in each product page for easy reference. As the store states, “Every brand harnesses craft, innovation and creativity to place sustainability at the centre of their design process, helping to preserve the world for future generations to explore.”
Shop the SS21 “Re-Awaken” lookbook now via parostore.com. Act fast as some items are currently sold out or currently available for pre-order.
In other fashion news, lululemon and Lanzatech unveiled the world’s first fabric that uses recycled carbon emissions.