2020 has been one great big exposé for the fast-fashion industry and the damage it causes. Garment workers across the globe are being exploited, bulk-production and stock-waste are booming, and garments are being sold for a fraction of a price they take to produce. Alongside environmental damage, there is a stigma around sustainable fashion in that it can’t be considered as ‘fashionable’ as fast-fashion because it’s ethically made. Or it’s too expensive. Or that it’s ‘uncool’ to try and be kind to the planet. Women can’t care for the planet and dress nice, apparently.
This is where Prynne enters to answer the prayers of fashionable eco-queens across the world, showcasing some of the most on-point, affordable fashion collectives which all adhere to the Prynne Standard. The new marketplace prides itself on being honest to the customer about garment production and how it can easily be more ethical if the industry makes some systematic changes.