The words “reuse” and “recycle” are often introduced to us as relatively new ideas; it is due to the work of responsible designers, makers, and innovators that we remember they actually are not. These meaningful concepts are rather forgotten notions that should be above everything, fully ingrained in our approach to daily life — especially in our consumption habits.

The values and roles we ascribe to sustainability are fluid, partially due to the growth of using this term as a buzzword. It is good to be reminded that it is our quest, as consumers (or creators), to find habits that positively influence our immediate future. In this line of thought and following the holiday season – in which overconsumption peaks – made-to-last footwear label, Thousand Fell has partnered with the creative studio, Future Is Color to raise awareness around the ongoing fashion waste crisis.

The limited-edition t-shirt is a rallying cry toward the need for a circular economy. With the collaboration, Thousand Fell seeks to open a conversation fueled by optimism about circularity being possible. Produced by Version Tomorrow, an ethical basics provider, the ensemble is created with an end-of-life plan and can be fully fiber-to-fiber recycled through SuperCircle. Furthermore, to expand their sustainable endeavors, all proceeds of the shirt will go to the Or Foundation, a non-profit organization upcycling unwanted garments into fiberboard, insulation, furniture, etc.

Chloe Songer, Thousand Fell and SuperCircle Co-Founder and CEO, commented that the partnership’s purpose and long-term vision of the project are to showcase that circularity exists and is viable. “Version Tomorrow’s t-shirts are sustainably sourced and, with SuperCircle, are fiber-to-fiber recyclable. This is meant to signal to the industry that there are at-scale partners ready and able to take their brand circular. It’s also highlighting that individuals can participate in this circular future.”

She continued, “Future Is Color has done a phenomenal job capturing and visualizing that message. Finally, the work the OR Foundation is doing is incredibly instrumental in highlighting the true impact of the textile waste problem. They’re tackling the very end of this supply chain crisis — and it’s a huge undertaking. We’re thrilled to support those efforts with the proceeds from this project and to continue to partner with them in the future!”

Priced at $65 USD, the black long-sleeve t-shirt delivers eye-catching and provocative graphics that read “The Future Is Ours to Build” and “This Shirt Will Not End in Landfill.” Markedly minimal at first glance, this project is a stimulating manifesto and a reminder that designers should design for a better future and that consumers should consume responsibly. Overall, it is a meaningful project that invites and educates the consumer to think ethically — a good initiative we look forward to seeing among other fashion brands, big or small.

Thousand Fell’s “This Is Not A Normal T-Shirt” is now available to purchase on their website. And, while we’re on the subject of waste, check out our recent article on the devastating effects of fast fashion.