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INVERTING THE TREND:COTTON THAT LOOKS LIKE PLASTIC

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Fearless Future Collection by Phyne

INNOVATION BEGINS WITH A GREAT IDEA AND THE COURAGE TO TAKE RISKS. PHYNE IS BREAKING THE STATUS QUO AND MAKING SERIOUS CHANGE WITH THEIR NEW TECHNOLOGIES AND INSPIRING COLLECTIONS. “WE ARE DOING THE OPPOSITE OF GREEN WASHING. WE WANT TO FIRST AND FOREMOST MAKE A DIFFERENCE.”

 

Words By Shannon Rice

Longtime partners of Staiy, Phyne, founded their brand in 2016 with a goal in mind; to transform their community towards a more sustainable lifestyle. That goal still remains the same 4 years later. Since then they have evolved from a brand focused on basics and timeless pieces to true innovators. When we sat down with one of their co-founders, Andre, we wanted to know more about their mission and how Phyne has positioned themselves as true pioneers in the movement towards a sustainable lifestyle 

“We are doing the opposite of green washing. We want to first and foremost make a difference, and sometimes making a difference doesn’t always mean communicating that difference” This is truly a unique and very unconventional approach to how Phyne positions themselves in the sustainable fashion space. Andre goes into depth about how it is more important to implement sustainable practices in their company to make a true impact and that doesn’t necessarily mean marketing that to their customers. “If you communicate sustainability you only reach 5% of the market, I want to reach that other 95%.” The co-founder discusses how the real change happens internally and it doesn’t matter if the masses understand that or see it. You can see the impact in the concrete actions that Phyne is taking. 

The brand has released a variety of collections, including Fearless Future, which makes sustainability accessible to those who want to shop consciously. Each collection goes through a creative process that truly shows the forward thinking mentality that Phyne has. “Our concepts are the future of fashion” and they want that message to translate to those who are new to the sustainability world and offer some sort of inspiration. 

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With sustainability always comes innovation. One of the first places where news technologies are needed is in fabrics and textiles. The goal with these innovations is to invert the trend of using conventional fabrics and find new ways to make the clothes we know and love. The founders saw an opportunity to completely transform the iconic bomber jacket to not only showcase the beauty behind what a “bomber” jacket really is but make it in a brand new way. 

The typical bomber jacket “has more volume and is made of plastic.” That’s where the Phyne founders found themselves asking the question “Is there a way to get the same look and feel of a bomber jacket without breaching sustainable standards?”

This is where the incredible birth of innovation began. Major textile giants Tintex, were elated to hear this idea from Phyne and wanted to be a part of what could be a major breakthrough in sustainable textile innovation. A process called mercerizing, where you burn cotton to look like plastic was adopted to give the Phyne bomber jackets their iconic look. Through a lengthy and exciting process, Phyne and Tintex combined their efforts to develop a brand new technology called “beycast” that involves this mercerizing method. Andre says “it was a major risk and we were ready to enter the certification process.”

Photography by Phyne showing the Fearless Future Bomber.

Photography & Pieces from Phyne

What was at first a major risk turned out to be an even bigger reward. Phyne entered their bomber jackets and new technology to the Worth Project to be evaluated. Because of their innovation, forward thinking, and true brilliance, they won the award. 

“We were the first company in all of Europe to actually use a fabric created through this mercerization process and successfully bring it to production” 

Since their well deserved win at the Worth Project, Phyne has produced 2 iterations of their bomber jacket for their Fearless Future collection and in collaboration with a local boxing studio. A true inspiration. 

The push towards sustainability and inverting the trends starts with these pioneers at Phyne. Their foundation of accessibility, innovation, and risk taking are an inspiration and push our community to the same. Making the shift to a more conscious lifestyle takes courage and aspiration to make a serious difference. Other businesses and individuals can look to Phyne for inspiration and motivation to keep making the push towards a new and sustainable culture.

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By Phyne

Shop Phyne’s Bombers

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Fearless Future Bomber

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The Sweat Bomber

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Boxing Bomber

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The Sweat Bomber