Pre(cycle) Is A Sustainable Way Of Thinking for Jersey Favourite Prevu.
For many of us 2020 has been a year that has enabled us to reflect. The menswear industry being no exception, a moment to hold up a mirror and view its own practices. How brands respond to the volume they manufacture and the ethical practices they undertake has come into keen focus over this last year. London based brand Prevu, is among many brands that have taken this time to re-evaluate their own processes of garment production, wanting to take forward a more responsible approach. This rethink led to the launch of their Pre(cycle) range, centred around repurposing stock fabrics, which otherwise would have remained on rolls gathering dust in their London studio.
The brand was already better placed than most when we went into lockdown from the effects of a global pandemic, due to its easy relaxed styling of jersey separates. It was the perfect working from home wardrobe. The new line was developed by reimagining some of their best selling pieces using their archived materials, that would have otherwise sat dormant on their warehouse shelves. Made entirely in London, the Pre(cycle) line gave the brand an opportunity to be more responsible, taking up a more sustainable approach by recycling previously used fabrics. This smaller than usual collection proved successful, selling out their most popular styles, having only launched on their website for a few short weeks.
Although we have very little to thank this destructible pandemic for, it has accelerated the conversation of how brands need to be more transparent with their manufacturing and sourcing. Being resourceful with otherwise ‘dead stock’ fabric, may just be the start for Prevu as they relocate their warehouse, with the aim of being the first zero carbon emission fulfilment centre in the UK. This translates to saving 93.37 tonnes of co2 from next year onwards. This positive action for change will also mean that storage, maintenance, treatment and packaging of all orders will be done at 0 carbon emissions.
Dressing for work, while being at home has presented us all with a wardrobe conundrum over the last nine months. Some days we’ve only considered dressing our top half with threadbare pyjama bottoms, other days we’ve been in our smelly gym kit until bedtime. Or is that just me? Whatever your WFH outfit dilemma continues to be, pull on a Prevu zip panelled jacket and slim stretch jersey joggers and you’ll never have to look shabby taking in your Deliveroo order or signing for that umpteenth package your forgot you ordered.
While it’s likely the brand will continue to revisit producing smaller runs with their ‘deadstock’ fabrics, for now the Prevu studio offers up a consistency of easy relaxed jersey pieces that can be worn in multiple ways. A way of dressing that seems to resonate with our times.