The fashion industry has come under fire lately for its role in perpetuating climate change. A whopping ten percent of global carbon emissions come from the creation of clothes. On the industry side, a single pair of jeans takes 1,800 gallons of water to be made. On the consumer side, the average piece of clothing gets worn seven times before being thrown away. Taking these facts into account, suddenly fast fashion seems less like a harmless expression of self and more like a crime against our planet. It is time then to transition away from discardable clothing and instead only shop for clothes that we know are sustainably made and built to last. In the world of high fashion, this is surprisingly rare, but thankfully there is one brand leading the way: 100% Capri.
Founded on the island of Capri in the Bay of Naples, Italy over 20 years ago by Antonio Aiello, 100% Capri is now pioneering the use of linen in the high-end fashion industry. And it is working. 100% Capri has made a name for itself as the world’s premiere luxury, sustainable clothing store. Thanks to them, customers are learning that linen is lightweight, breathable, and holds up better over time than competing fabrics. By exclusively using linen, 100% Capri offers products that are organic, biodegradable, and zero-waste. Unlike water-intensive crops like cotton, 100% Capri’s use of linen also means the company is much better for our global water supplies. Committed to not using any defoliants, GMOs, or pesticides, 100% Capri exclusively makes clean, healthy clothes that are chemical-free. Clearly then, 100% Capri is showing the benefits linen can have for our environment.
However, there is one other hurdle to adoption. For years linen has been seen as a cheap fabric. 100% Capri is showing this is anything but true. Their deluxe storefronts can be found in high-end spaces including in Saint-Tropez, Ibiza, Rome, Mykonos, Dubai, and a new store downstairs at Bal Harbour shops in Miami. Aiello himself has personally styled and dressed Bill Gates, one of the richest men in the world, in linen. Aiello and 100% Capri have also styled Jean Claude of Netscape and now deceased Paul Allen of Microsoft. Jay-Z and Beyonce are also notable fans of the brand.
All of the fanfare for 100% Capri has attracted the attention of other designer brands, and the company is happy to consult. Aiello welcomes the competition because he believes in a better future for fashion.
To follow 100% Capri yourself, you can visit them on the web here or come by the shop at Bal Harbour.
