Fashion often follows ‘wellness’ and CBD is the ingredient du jour, especially in supplements and beauty. According to Wikipedia, CBD, or cannabidiol, is a phytocannabinoid discovered in 1940. It is one of some 113 identified cannabinoids in cannabis plants and accounts for up to 40% of the plant's extract. In 2018, clinical research on cannabidiol included preliminary studies of anxiety, cognition, movement disorders, and pain.
The CBD chemical from the cannabis plant does not induce a high - that’s THC - and recreational use of cannabis is still illegal in the UK.
Over in Canada, where they have legalised all forms of its use, there’s been a ‘green rush’ into cannabis production. The Toronto stock exchange has more than 50 Canadian cannabis stocks now worth £37 billion. Investors are hungry for the cannabis boom and noises, from New York to London, are being made about legalisation.
Left - Afends, Australian fashion brand using hemp
But, what does this mean for fashion? With increased production and the world looking for less environmentally harmful fibres, could hemp be the new fashion favourite?
Jonathon Salfield, Marketing Director and Co-Founder of Afends, an Australian fashion brand known for its strong use of hemp within its clothing ranges, says, “CBD Oil is derived from the flowers of the hemp plant where hemp fibre is derived from the stalk of the hemp plant. So, in theory, the hemp grown for CBD production could also be turned in to hemp fibre. However to be more efficient with hemp for fibre, the ideal plant is a very tall Sativa strain, where the ideal plant for CBD is one that has thick flowers.” he says.
Hemp has many qualities. It is one of the strongest natural fibres on the planet, it is also one of the most resource efficient. The farming of hemp adds nutrients to the soil - hemp is only one of 6 genus of plants that enrich the soil - only requiring half the amount of water of cotton, and needs no herbicides or other agricultural chemicals. Hemp is also the only CO2 negative textile fibre, meaning its growth actually reduces carbon emissions in the atmosphere.
“There are many great qualities of hemp for fibre.” says Salfield. “What we love about hemp in clothing is the way it feels when you wear it. Hemp has had a saying that stems back to the days when cotton was becoming mainstream and that's ‘Hemp wears in, not out’. This is because of the length of the raw fibres are about 10 times longer than cotton fibre.
“We also love the fact that hemp has antimicrobial qualities. Antimicrobial is a type of bacteria which breaks down the sweat from your body, sweat smells so this is beneficial to us living in the tropics. However, the main benefit of hemp is the peace of mind that you are wearing a natural fibre that is good for our planet.” he says.
Hemp is also naturally UV resistant and hypoallergenic.
Demand is growing, Afends’ own Hemp production from 2017 to 2018 increased by more than 30%. The European cannabis market will be worth €123bn (£106bn) by 2028, according to the London-based analysis firm Prohibition Partners. The Centre for Medicinal Cannabis estimates that 1.3 million consumers spent over £300 million on CBD products in the UK last year and BDS Analytics, a cannabis research firm, said worldwide legal cannabis spending will expand 36 per cent to $15 billion in 2019, and pass $40 billion by 2024.
Hemp isn’t a new discovery, it’s been used for thousands of years - researchers have found hemp garments dating back as far as 8,000 BC - but we’re in an age of rediscovering fibres that take less effort and energy to grow. Just as we’ve seen a renaissance in linen, hemp is a natural and complimentary addition to fibres that are easily grown and have many natural benefits.
“As the world's population continues to grow we can't keep depending on GMO (genetically modified organism) cotton and polyester.” says Salfield. “We can't keep producing so many toxic chemicals. Hemp will eventually normalise as a common commodity. At the moment, hemp is very expensive to make clothing from, this is due to the infrastructure of hemp in the textile industry. Also its a lot easier for a farmer to farm and sell cotton.” he says.
“If hemp was grown on a commercial scale it would be a lot cheaper to make clothing from. Being an optimistic person I see hemp being one of the major materials we will use in the fashion industry. Hemp is considered an ‘Environmental Super Fibre’ and in the future, it will be considered an environmental superhero.” says Salfield.
Right - Afends in a hemp field
This huge boom in cannabis demand, whether, medicinal, CBD or recreational, where legal, will see this more expensive fibre grown in larger and larger qualities and, will, hopefully, reduce in price.
Hemp was once seen as a hippy fibre, worn by those who were probably smoking the stuff too, but that will change as it becomes more mainstream and affordable and people learn the benefits to both themselves and the environment.
“HEMP IS FOR THE PEOPLE!” says Salfield. “Before the industrial revolution hemp was one of the most important commodities. It helped to keep people connected to the earth, it regenerated the soil and fuelled the economy. The modern-day hemp industry could potentially be the main source of pulp for the paper, fibre for fashion and give people in developing countries added nutrients to help them thrive.”
Firmly established as London’s main menswear trade show, Jacket Required offers a chance, midway through the main buying season, to gauge the health of wholesale. While noticeably quiet on the first day - it could be the heatwave - brands were reporting a case of quality over quantity when it came to visitors and buyers. Here’s what caught the eye at Jacket Required for SS20:
Introducing menswear for the first time, Collectif, is a specialist in new vintage. Established over 19 years ago, with its origins in Camden, and now with 3 shops in London and 1 in Brighton, Collectif is offering authentic rockabilly menswear looks inspired by the 60s and 70s. Mod style knits and rocker leather jackets come in affordable price points like polo shirts for £39 and a checked wide collar shacket for £50.
While the name doesn’t mean anything specifically, UPDFG is based in Milan and is a made in Italy skate-wear label.
Founder Adam Boita was doing some research into his family name and found that Boita comes from Piedmont in the northern Italy. The ‘boita’ is a kind of box used in agriculture to spray the vines and orchards in Italy. Inspired by this, the product comes in eco-conscious ‘vegan friendly’ leather, made in China, will full provenance, retailing for £249.
After a soft launch, last year, YSC - Your Sample Collective - is a new British menswear brand of British Caribbean origins reflecting the everyman with a quality that would comfortable sit in a luxury department store, but without the price tag. New for SS20 is Portuguese seersucker and an easy to wear hybrid bomber with contrasting back panel all made in London.
Never under estimate novelty in today’s fashion landscape. Aviation 88 takes the classic flight jacket and turns it into a generous back pack for £150. Top Gun!
Atlanta Mocassin is a Portuguese-based footwear label established in 1987 specialising in moccasin type slip-ons. Hoping to push their men’s styles into the UK market for the first time, these are locally handmade in the north of Portugal use the finest materials in car shoe and casual loafer styles. Prices around £130.
With CBD being the flavour of the month in nutrition and beauty, it was inevitable that hemp would start to become more common as a resource for clothing. Australian label, Afends, says “no tree or plant species on earth has the commercial, economic, and environmental potential of hemp.” They want you to join their ‘Hemp Revolution’ in their loose basic styles, all proudly displaying their hemp origins.
R.M. WILLIAMS x MARC NEWSON
Australian made Chelsea boot specialist, R.M. Williams has teamed up with product designer, Marc Newson, on a pair of contemporary boots in a full range of colours. Retailing for an entry price of £275, they have the back tug ingeniously knitted into the side elastic.
A Sheffield based footwear manufacturer has launched its own brand of luxury trainers under the family name, Goral. Handmade with 200 manufacturing steps, the standout is the ‘Boulsover’ in Dunlop green.
FROM THE FIRST
Based around the fashion Chelsea boot, From The First, is a British brand making in Italy. Built on the concept of combining classic Italian traditions, whilst celebrating the authentic, laid back feel of early American rock ‘n’ roll culture, these boots could easily be double the price with a designer name attached. Retailing for around £400.
After a 12 year hiatus, Mephisto relaunches the ‘Jumper’ in a wide rainbow of colours. All made by hand with natural materials in that solid Mephisto way.