Meet Beira, the Scottish sustainable fashion brand in Edinburgh, where “quiet luxury” meets eco-consciousness, led by founder Dr. Antoinette Fionda-Douglas.
With 65% of the 100 billion items of clothing produced globally every year ending up in landfill within 12 months, it’s no secret the growing trend for fast fashion is harming the planet.
High energy use, water consumption and plastic production are just a few of the reasons the fashion industry is responsible for 8 to 10% of worldwide CO2 emissions – more than maritime shipping and international flights combined – and demand for cheap, trendy, unsustainable clothing only looks set to increase. In fact, it’s estimated our need to buy new dresses, trousers, tops and shoes every season will cause fashion’s greenhouse gas emissions to increase by more than 50% by 2030.
So, how do we indulge our love of fashion without harming the planet in the process? According to sustainability expert, Dr Antoinette Fionda-Douglas, the answer for the consumer is to “buy less, buy better” while designers and retailers need to embrace the circular economy.
Here, Antoinette shares how her own clothing brand, Beira, is leading the way for sustainable fashion in Scotland, and explains why “quiet luxury” should be the goal for eco-conscious shoppers.
What first sparked your passion for sustainable fashion, and how did this translate into a career and founding Beira?
My journey toward sustainable fashion was ignited by a deep-rooted concern for the environment and a commitment to social responsibility. My passion for sustainability grew through my experiences witnessing the detrimental effects of fast fashion on communities and ecosystems.
I embarked on a path to merge my expertise in fashion with an unwavering dedication to environmental conservation, founding Beira in 2018. Beira is an endeavour aimed at transforming the fashion industry into a force for good, and was born from a vision to create garments that are not only aesthetically pleasing but also ethically produced and environmentally friendly.
By weaving together innovative design, sustainable practices, and a commitment to fair labour, Beira strives to set a new standard in the fashion landscape – one that prioritises the planet and its people. I also seek to inspire a shift in consumer consciousness, encouraging individuals to embrace sustainability as an integral part of their lifestyle.
With a focus on timeless capsule pieces, you describe Beira’s collections as “quiet luxury” – what is the design process that makes your clothing sustainable?
Creating the “quiet luxury” collections at Beira is a meticulous and thoughtful process that blends elegance with sustainability. Our design philosophy revolves around the concept of understated refinement, where every garment embodies a harmonious balance between sophistication and eco-consciousness.
We start by sourcing sustainable ‘discarded’ materials of the highest quality, prioritising organic fabrics and innovative textiles that minimise our environmental footprint. These deadstock materials form the foundation of our collections, ensuring that each piece is not only a timeless investment design but also aligns with our commitment to responsible fashion.
The factories we partner with allow us to invest in supporting their skilled artisans – they craft exceptional silhouettes and tailored details that speak to both modern sensibilities and classic elegance.
Throughout the process, we remain true to our purpose and dedication to sustainability, incorporating innovative techniques and practices that reduce waste and promote ethical production.
Ultimately, our “quiet luxury” collections are a testament to the belief that fashion can be both opulent and sustainable. They represent a commitment to redefining luxury by embracing ethical values and fostering a deeper connection between consumers, clothing, and the environment.
How important is it to shop local and independent, when it comes to the environment?
It’s vital not just for our communities but also for the health of our planet. When we choose to shop locally and support independent retailers, we contribute to the well-being of our environment in profound ways.
By opting for local products, for example, we reduce the environmental impact associated with long transportation routes. This choice minimises carbon emissions and supports a more sustainable approach to consumption. Additionally, many local and independent businesses prioritise eco-friendly practices, often using sustainable materials and production methods that are kinder to the environment.
Supporting these businesses also strengthens our communities, fostering economic growth, creating job opportunities, and nurturing the unique character of local neighbourhoods. It’s about more than just the goods we purchase – it’s about investing in the people and places that make our communities vibrant and resilient.
What advice would you give to fashion lovers who want to be more sustainable in their choices?
“Buy less, buy better” is a mantra that aligns with our sustainable fashion practices. Firstly, prioritise quality over quantity. Invest in timeless, durable pieces that are well-made and designed to last. When you choose quality items, you’re not only reducing the frequency of purchases but also lessening the overall environmental impact associated with fast fashion.
Secondly, educate yourself about the origins of your clothing. Look for brands that prioritise ethical and sustainable practices. Seek out information about materials used, production methods, and the brand’s commitment to fair labour and environmental responsibility.
Additionally, consider the longevity and versatility of your wardrobe. Opt for pieces that can be styled in various ways and will remain fashionable across seasons. This approach encourages a more sustainable and mindful approach to fashion consumption. Explore second-hand, vintage, or upcycled options, and embrace the beauty of pre-loved garments, which not only reduces waste, but also adds a unique flair to your wardrobe.
Small changes in our shopping habits can collectively make a substantial impact on the fashion industry’s sustainability. By choosing quality, ethically produced pieces and rethinking our approach to consumption, we can pave the way for a more sustainable and responsible fashion future.
For more information about Beira, visit beira.scot.
