Tommorow's society recycles style

Responding to climate change and in support of World Environmental Day, Capsule Creative Projects, a Cape Town-based cultural influencer marketing company led by Trevor Mitchell, has initiated a sustainable fashion and recycling project called Tomorrow's Society. The initiative, which will be kicking off on World Environmental Day with a garment recruitment programme and culminating in a fashion photography showcase at Wembley Square, Gardens in Cape Town on Thursday, 25 June 2009, is supported by vida e caffé, Jameson Irish Whiskey and one small seed contemporary culture magazine. The project involves collaborations with some of the finest young fashion designers, photographers and cultural movers-and-shakers. Their brief: keep old discarded or unwanted garments out of our landfills by turning them into new one-of-a-kind items of clothing with a decidedly contemporary edge. As sustainability slowly turns into mainstream necessity, the message being sent out by Tomorrow's Society is this: you can look good while doing good to the environment. No longer are the terms eco-friendly and style-conscious mutually exclusive.

Contributing their creative skills to this project are designers Cameron Foden, Christopher Strong, Timothy Wang, Juliane Visnjic (Unknown at Mungo & Jemima), Natasha Liebenberg (LiebenCut), artist Lynette Bester and photographers Brett Rubin, Natasja Fourie, Leah Walker, Jesse-Leigh Elford and Justin Badenhorst.

Members of the public are invited to become part of Tomorrow's Society and help edge fashion towards an environmentally concerned industry while maintaining cutting-edge design. And get rewarded for it!

This is how:

1.Declutter your wardrobe by removing all the clothes you no longer want or need.

2. Drop the unwanted clothes off at any of the following vida e caffé stores: Kloof, Wembley, Green Point, Camps Bay from World Environmental Day, 5 June 2009, until 10 June 2009.

3. For every three items of clothing you deliver, you receive a coffee card that entitles you to a free coffee. vida rewards recycling!

4. Wait a few days while designers deconstruct and reconstruct garments and photographers capture the recycled designs.

5. Come and join Tomorrow's Society at vida Wembley Square, Gardens on Thursday, 25 June 2009 at 18h00. View the fashion images and meet the participating designers, photographers and models while enjoying complimentary coffee and Jameson Irish Whiskey.

For more information get in touch with Tomorrow Society at .