Hemp-Style

Textile hemp in sport

The advent of slow-fashion and the importance of using natural fabrics has also seen an increasing interest in the sportswear sector in recent years. In fact, many companies specialising in the sector have included some natural or recycled fabrics in their collections, but one in particular has been at the forefront and very forward-looking with its Alpine Hemp project [1].

The famous South Tyrolean brand Salewa, specialising in sports equipment and clothing, has decided to bring out a new project of its own, entitled 'Alpine Hemp'. This new collection has attracted the attention of many fashion novices and experts alike, thanks to one simple reason: the use of hemp from the Alpine regions.

In fact, the Salewa brand has never been completely unfamiliar with the use of hemp and other eco-friendly materials for the production of their most important elements. In fact, they had already encountered and been confronted with this great challenge in the past. Nevertheless, this new collection designed by the brand still comes as a big surprise, as these products have been produced entirely using hemp [2].

Alpine Hemp and the project behind the Salewa collection

Alpine Hemp, Salewa's new project, aims to complete the entire sportswear line using hemp fabric from the Alps as raw material.

All the garments in the collection were made by creating technical hybrid fabrics, which combine fibres of woven hemp fabric with others of certified organic cotton, together with recycled polyester and elastane. Highly innovative new fabrics were created, thanks to the new production and mix of these materials. The different materials have been chosen according to their main characteristics, so that they can give elasticity, softness and flexibility to the product, without making it less resistant [1].

In order to be able to create a fabric that is as elastic but at the same time as resistant as possible, the company decided to use a special technique, called Durastrtech technology, mixing specific fabrics such as Alpine Hemp Ripstop and Alpine Hemp Jersey. The result is a collection, based on different colours and patterns of Alpine clothing, especially designed for high-altitude sports and climbing. All products represent a high level of quality, but without renouncing more noble goals [2].

The brand had already given an interview in 2016, in which it professed its personal goal to build more eco-friendly clothing lines, in particular to bring back the successful production of textile hemp in Italy years ago. Finally, after several years, the brand was able to achieve the desired success by releasing this line. Salewa's ultimate goal is to be able to contribute not only to the growth of textile hemp production in Italy, but particularly in the Alpine area, creating a new step in the Alpine ecosystem [3].

A new fashion concept

Salewa has decided, with its new Alpine Hemp line, to make a very important choice, one that carries a great deal of significance: that is, it has decided to make an important decision about its presence in the sustainable fashion revolution and in the world of eco-sustainability. Indeed, it is not the only brand that has decided not to remain silent in the face of global events such as climate change, and to react.

Due to the enormous climate changes our Earth is undergoing, due to pollution and the presence of the world, our daily lives are increasingly changing and forcing us to face the consequences of our foolish choices. Now is the time to change course and modify all those production processes in our economy and society to make them more eco-sustainable. It is important to apply this reasoning to all sectors of the economy, first and foremost, fashion.

Indeed, it is well known how the rise of fast fashion in previous years has created a fashion economy that is extremely harmful to the environment and our society. In particular, it has enslaved us to a mentality in which clothes are no longer a treasure to be preserved and with an enlightening history, but rather are small, single-use products, made with poor quality methods and products, to be thrown away like used tissues shortly afterwards. This process has only increased the damaging environmental impact of fashion on the world.

From the infinite amount of water and raw materials used for mass production, to the pollution of factories and the difficult disposal and reuse of products, once discarded, polluting our natural environments: this is the price of fast fashion. Consequently, to combat the risks and consequences of this harmful cycle, a new, more conscious and morally driven counter-current has arisen, formed by small brands such as Salewa, who would like to make a difference and make their contribution [4].

Slow-fashion' and how to improve the fashion industry

This movement is called 'slow-fashion' and is based on the creation and circular development, also called circular economy, of products and behaviours that can keep the fashion industry going, but at the same time follow a sustainable and ethically correct production model. Very often, brands and companies that adhere to this project support the production of items through respect for people, the environment, local craftsmanship and the use of eco-sustainable and eco-friendly raw materials and production models, so as to have the least possible impact on the environment [5].

If until a few years ago the slow-fashion movement seemed to be a mere niche philosophy, nowadays it is a reality of our daily lives that is becoming more and more and above all, extremely important for the preservation of our planet. More and more people have become more aware of the products they use and are looking for alternatives that do not harm nature. As a result, the slow-fashion movement has become increasingly large and has brought many brands, including internationally renowned ones, under its sheltering wing.

These and many other reasons are behind the creation of slow-fashion and the decision by many sports and non-sports brands like Salewa to make ethical and economic choices that are as eco-friendly as possible. Despite the fact that these companies have not yet reached the large numbers behind the fast-fashion companies, they are all managing together to make their voices heard, turning the big wheel of the fashion revolution and making certain eco-sustainable choices, such as the production of hemp products and bio-sustainable fabrics, not just a luxury of a niche, but the norm. It is only thanks to the courage and tenacity of these small brands that the slow-fashion philosophy is becoming known and making fashion more conscious of choices to preserve the planet.

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