The company announced on its website that it had “huge news,” and that “sustainable changes [were] underway.”
The brand is already 100 percent vegan, cruelty-free, PETA approved, and prides itself on providing outerwear for “women who make a difference.”
However, in a bid to become even more sustainable, James&Co products are now “being made in eco-friendly as well as cruelty-free fabrics.”
Eco-vegan leather, which is created with “water rather than chemicals,” will be the core fabric used for the upcoming ranges. But the company is also bringing out a collection made with “luxury” pineapple leather.
While the “groundbreaking” pineapple leather collection has not yet debuted, James&Co tells customers to “watch this space.”
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FRUIT IS THE NEW LEATHER
Swapping animal skin for fruit skin may seem like a bizarre switch. However, fruit is quickly becoming the new leather.
Brands that have always relied upon on leather for their products are debuting animal-free alternatives. Earlier this year, internationally renowned luxury fashion brand Hugo Boss launched “BOSS,” a vegan shoe line made fromPiñatex, an animal-free leather derived from pineapple leaf fibers.
According to Hugo Boss, the pineapple-derived leather is collected as a by-product of harvest; no other resources are needed, and farmers can sell the leaves as an additional source of income.
Malai product designer, Susmith Suseelan, explained that considering the “harm done to the environment and the number of animals that are slaughtered” for leather, “it’s high time that [an] eco-friendly substitute for leather is introduced to the market.”
Even celebrities are getting on board with the fruity leather; vegan actor and activist, Evanna Lynch recently posted a photo of herself on Instagram sporting a pair of Veerah point-toe heels, made with a plant leather that comes from the peels of apples.
Image credit: James & Co