Responsible shopping: designer Elena Denisova promotes the trend of conscious consumption

About 1 billion tons of greenhouse gases, which steadily bring the planet closer to global climate change, are emitted into the atmosphere by textile industry enterprises. The desire of consumers to look current and stylish by constantly updating their wardrobes is profitable for mass-market, but it causes enormous damage to the environment. In this case, the statistics are strikingly disappointing figures: about 50% of purchased clothing accumulates in the closets, never waiting for its release in the world, and after a while, is sent to the dump as no longer relevant. However, the era of mega-consumption is coming to an end, and society has finally come to the understanding that ignoring this problem will lead to a global disaster. The fashionable advertising hooks millennials used to catch on to no longer work in today's fashion market. The pragmatic new generation gives preference not to cheap one-day things or insanely expensive collections of luxury brands but to quality universal clothing, which can be easily combined with each other and ready to fit into existing closets. The coronavirus pandemic only reinforced this trend: many office workers switched to remote work, and it turned out that life requires far fewer things than advertising imposes. Smart" clothing created with non-toxic production methods using recycled or environmentally friendly materials has become valuable.

This is exactly the kind of clothing offered to young consumers by Helen Stracta, a brand created by sustainable fashion designer Elena Denisova. The graduate of the British Higher School of Design creates basic collections made of unusual technological materials, experimenting with textures and fabric textures, which is reflected in the brand name. Helen Stracta is the designer's name combined with a derivative of the English word structure: constructing, structuring, experimenting with textures.

Among the designer's developments by Elena Denisova is a perforated mesh fabric that does not crumple, does not require ironing, always keeps its flawless appearance, and thus saves precious morning time. Clothes made of this heavy-duty material keep their shape for ten years even if washed daily. The material is already appreciated by the young active generation, which demands a new approach to clothes and technological solutions in fashion every day.Another know-how of the designer is the fabric with the use of Japanese washi paper, which is a weave of two threads: cotton and paper. The material has incredibly strong properties, not typical of paper. Products made of it are extra strong, durable, and suitable for hypersensitive people who suffer from excessive sweating under stress: during business meetings, important speeches, and so on. Japanese washi paper is famous for its antimicrobial properties, so clothes made of this new innovative material absorb the unpleasant smell of sweat, which at high speed of modern life is a definite advantage.

Another know-how of the designer is the fabric with the use of Japanese washi paper, which is a weave of two threads: cotton and paper. The material has incredibly strong properties, not typical of paper. Products made of it are extra strong, durable, and suitable for hypersensitive people who suffer from excessive sweating under stress: during business meetings, important speeches, and so on.

Japanese washi paper is famous for its antimicrobial properties, so clothes made of this new innovative material absorb the unpleasant smell of sweat, which at high speed of modern life is a definite advantage.

With these technological, exclusive fabrics, the Helen Stracta brand makes basic collections of clothes based on classic colors and laconic silhouettes. If you want, you can complement them with trendy details, but things themselves will not go out of fashion in a year or two. Thanks to the amazing materials, the service life of such clothes increases many times over, which means that people who buy them support the idea of rational consumption and ensure the philosophy of a sustainable attitude to the environment.

Together with her brand Helen Stracta sustainable fashion designer Elena Denisova makes fashion revolution and sets a vector for the future of the fashion industry: unique-eco-textile direction. Because the fashion of the future is not avant-garde designer's solutions and not cheap clothes of mass-market, but practical, stylish, environmentally friendly things which, thanks to innovative materials, can be used rationally, without harming the environment.