Buttercup

American Apparel’s latest model is a three-toed sloth and it’s definitely a furry big change from your usual fashion campaign.

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Buttercup, chilling in an “ironic” lady pose, while promoting both American Apparel’s eco credentials and the Sloth Sanctuary in Costa Rica

American Apparel seems to have put its scantily-clad advertising past behind it.  Instead of pouty girls in boy shorts its new campaign star is… A three-toed sloth. Seriously.

“Meet Buttercup,” the advert reads above a shot of Buttercup poised seductively on a table. “Buttercup is a 23-year-old three-fingered Bradypus sloth from Costa Rica.  She was brought to the Arroyo family as an orphaned infant by local children and was the catalyst to their founding the Sloth Sanctuary… Her favourite pastimes include sunbathing and eating hibiscus blooms.”

American Apparel has tried its best to move on from the dismissal of its CEO and founder Dov Charney, including appointing a female board director and changing its racy campaign strategy.

Its new CEO, Paula Schneider, said that a more covered-up approach was part of a bigger advertising plan. “It doesn’t have to be overtly sexual,” Schneider told Business of Fashion. “There’s a way to tell our story where it’s not offensive. It is an edgy brand.  And it will continue to be an edgy brand.”

The ad goes on to promise that Buttercup has a big surprise in store. Let’s hope it’s not a sloth in disco pants. Check out the full ad below:
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Recycled & Re-Spun

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Rain Jacket by Worn Again – Constructed from recycled fibers and re-spun yarns

Millions of tons of material are made each year but the truth is that people are throwing away clothes. Trends change rapidly and valuable material is tossed into landfills.  A few companies are working to reverse this wasteful pattern.  Kering (owners of Puma) and H&M recently announced they will be working with the textile up-cycling company Worn Again. The goal is to meet the growing demand for cotton and polyester production worldwide by 
recycling garments.

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Rain Jacket by Worn Again – Constructed from recycled fibers and re-spun yarns

Worn Again separates and extracts the materials from used clothing so that it can be re-spun into new yarns.  This conversion back to yarn, the basic twisted fibers present in all fabrics, solves the problem of separating the materials of blended fiber clothes and removing dyes from polyester 
and cellulose.

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Messenger Bag by Worn Again

In other words, a T-shirt’s previously linear lifespan can now become circular. What was once worn, thrown away and left in landfills is now seen as reusable, proving fashion’s ability to become sustainable. Anna Gedda, the head of sustainability at H&M, said she believes this will change the way fashion is created and massively reduce the need for extracting virgin resources from our planet.

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Messenger Bag by Worn Again

Worn Again’s technology is still in development and the two companies only plan to adopt the technology once it is deemed commercially viable – it is about the bottom-line after all. Just announcing the technology and showing its intentions has sparked conversation about textile waste. Even if it cannot become commercially viable within the H&M or Kering business models, other companies are ready to introduce textile recycling technology.

Sources:  The Crimson White, Worn Again