Property of Society (POS) is an ethical clothing brand based in Pretoria, South Africa. The sole purpose of the brand is to tackle environmental and social issues through well-crafted design. The brand looks to stir up conversation on how we can improve and change the current condition of the environment and society.
This range is based on the unethical practices of the Cashmere industry. This industry has had a profound impact on the environment and the lives of the people (i.e. Herders,factory workers) who are expected to farm the fabric and those who produce the luxurious garments. The concept further emphasizes the role environmental and social that fashion plays . Cashmere trench coats are heavily demanded in the winter time and this speeds up the production of the cashmere. Hircus goats are left without their undercoat and majority don’t survive the winter. Over population within the herding fields’ leads to desertification and dry lands in Magnolia. It’s inevitable to ignore that climate change is having a profound effect on the cashmere industry. As the years go on, it will continue to increase and ultimately it will point back to society and our role in the entire crisis.
‘The range is a demonstration of how we can solve this issue by deconstructing an existing trench coat and making it into a two piece. This will reduce the over production of the cashmere thus giving the cashmere eco-system time to recover and formulate better practices which benefit everyone involved.’
‘The truth is that the optimal healing process is just as essential for beautiful results. By further deconstructing the range into a simpler form but this time breaking down the imagery. The collaged images on the right side represents a new artistic perceptive of how we take what we already have ,to create a multi-faceted solution. Although the aesthetic and beauty of the images illustrate the narrative but through the subjective interpretation of the partnered images, we want to make way for collective insight of how recycling can be done in multiple ways.
The aim of our ranges as a whole is to expose the conscious side of fashion to millennials and demonstrate how the environment and society can work together towards creating better living spaces and habitats. Sustainability and development can be used as an introspection which leads to positive change. Through visuals we see the transformation of an old way of thinking to new and more unified one.’