Green Ideas: Denim jacket by Débh Herrera/ Sustainable fashion

GIVE YOUR JACKET A COÛTURE TOUCH, “GREEN IDEAS” BY DÉBH HERRERA

The ecological trend is growing stronger every day, and it is evident that the beauty of our planet has been greatly affected by unconscious actions. Fashion is known as the second most polluting industry; more and more textile companies are looking for ways to create environmentally friendly processes.

If the challenge is enormous for large brands with all their resources, it might seem impossible for independent designers who are just starting out. Débh Herrera, an emerging Mexican fashion design brand, is part of this latter group. The philosophy of this house is based, among other things, on doing everything possible with what is available while maintaining high quality. Exclusive and personalized gala dresses are created; in addition to small samples of more informal and accessible collections that you can try on and then request that the garment be created for you. When you visit the studio, you can observe the "atelier" with seamstresses working in a pleasant environment. One of its great advantages as a small company is that it can grow while maintaining a "slow fashion" production system, meaning that production is only done on demand; unlike "fast fashion," where often only 40% of what is produced is consumed and 21 billion tons of textile waste are discarded annually, as stated by the UN during the event Fashion and the Sustainable Development Goals: What Role for the UN?.

At Débh Herrera, the idea is to buy only the necessary fabric; customers are also encouraged to consume organic silks or artisanal embroideries. However, often the budget does not allow for it, and ceremonial dresses are usually worn only once, as part of the market prefers new outfits rather than rented ones. Given this problem and as a challenge, the company has created a section of "Green Ideas," where it will continuously propose fashion options that support ecology within the possibilities of the consumer and the brand.

As the first "Green Ideas" project, Débh Herrera proposes: “Give your jacket a couture touch.” This campaign consists of reusing fabric scraps or leftover appliques from dresses made in the "atelier" to intervene with design and give new life to denim jackets that consumers already own. In the market, there are already many options for decorated "denim jackets" or iron-on patches to do it yourself; here, the proposed difference in style is that most of the materials come from party dresses, with exquisite embroideries and fabrics very much in the "allure" of "haute couture," not to mention that many of the appliques will be hand-placed with greater possibilities.

The brand proposes small interventions starting from $500 with a 15% discount for existing customers or those who request the creation of another personalized garment, with the idea that the consumer recovers some of what they already invested in another garment, but above all to motivate them to be part of a more ecological fashion consumption culture.

Débh Herrera's private studio is in Polanco. If you want to give your jacket a "couture" touch and support more "Green Ideas," you can make an appointment in the contact section of the brand's website www.debhherrera.com or request it on any of their social networks: Facebook, Instagram, Pinterest, and YouTube @debhherrera.

Here is a link to the campaign's opening video for you to share:

https://www.youtube.com/watch?v=Tqp5fHdE7I0