With the pandemic disrupting the supply chains, focusing on sustainable efforts—minimizing single-use plastics, cutting energy consumption, and reducing overall carbon footprint—may seem like a stretch.
But, that doesn’t seem to be the case with the Swiss luxury brand, IWC Schaffhausen. Even with the pandemic, the brand understands that the calls to embrace sustainability aren’t going away.
As consumers remain concerned about their environmental impact, IWC continues to develop eco-friendly materials and search for alternatives to animal byproducts, and the latest in its efforts is the Timbertex. It is a line of luxury straps composed of 80% natural plant cellulose sourced from FSC-certified trees grown in sustainably and responsibly managed forests in Europe.
IWC Introduces Paper-Based Watch Straps
The announcement of the new paper-based watch straps came early in March, just before their big reveal during the Watches & Wonders Geneva online exhibit. They are made in Italy and employ traditional paper-making techniques that vouch for their quality and durability.
Meanwhile, the straps, with their distinct irregular graining, are colored with plant-based dyes and padded with recycled microfiber, held together by recycled threads. All these efforts result in straps that are supple and comfortable, yet luxurious in appearance. Each has been tested for water resistance.
Timbertex resonates with the brand’s ongoing commitment to responsible watchmaking and complements its move towards using sustainably sourced leather, fabric, rubber, and steel. Being made with recyclable material, it offers a greener alternative to animal leathers and synthetic leathers that are usually petroleum-based.
The straps are currently available in three colors—brown, blue, and black—and fit four of IWC’s best-selling watches: the IWC Portofino Automatic, Portofino Chronograph, Portugieser Chronograph, and Portugieser Automatic.
IWC: Reducing Its Carbon Footprint
IWC has been a pioneer in the development of cutting-edge materials and Timbertex is a continuation of its history of commitment to taking the steps towards sustainable manufacturing. Its announcement comes at the heels of the news that the brand has been awarded the Chain-of-Custody (CoC) certification from the Responsible Jewellery Council (RJC). It is a voluntary standard certifying that the precious metals IWC use are fully traceable and responsibly sourced.
It’s not only the IWC that’s going green, though. The growing demands for sustainability have been pushing other brands to break from tradition and adapt to practices with the environment and biodiversity in mind. These include luxury brand, Hermès, which partnered with a California-based startup to create a version of its classic Victoria travel bag in Sylvania—a fungi-derived fabric material produced in the US then tanned and finished in France. The result is a sustainable, hard-wearing, leather-free product that is quite unexpected from a brand known globally for its leather goods. The first eco-friendly Victoria bags are scheduled to hit the shelves by the end of 2022.
On the other hand, Tissot also had its take on sustainability. Early in March, the brand released the Heritage Memphis. It is a limited edition of watches that features four updated versions of its 1988 collaboration with Ettore Sottsass, founder of the now-defunct Memphis Group. The watches come with vegan leather straps, each equally fashionable and sustainable.
How to Make Sustainable Choices
As more and more brands catch up with the sustainable trend, you can only expect more eco-friendly initiatives in the fashion industry in the days to come. Someday, the idea of making sustainable fashion decisions will no longer be daunting and you will be spoiled for choices in terms of brands that commit to ethical practices.
While waiting for this day to arrive, you can look up to these brands as inspirations to become a more careful and conscious consumer. As we conclude, below are some ideas on how you can shop sustainably while remaining stylish.
1. Invest in Quality Materials
Quality materials provide value for money and at the same time prevent waste of resources. While it will cost you a little more, investing in high-quality products will guarantee that it will last years of wear, if not a lifetime, thus reducing what goes into landfills.
2. Buy Only What You Need
Sustainability also means only acquiring the essentials. Create a wardrobe of staples, consisting of versatile items that you can wear in different outfits. The same rule applies to accessories. If you’re looking to own just one watch, a metal watch is one you should consider. It’s generally neutral and looks appropriate on almost any occasion.
3. Get to Know the Brand More
Who manufactures your clothes and accessories? Are they committing to sustainable processes? Do your research and look for brands that are vocal about their practices and the steps they are taking to reduce their carbon footprint. There are many lists of brands that you can look up to see who’s committed to making the world a better place.
Takeaway
Supporting sustainable brands is a great way to let them know that it matters to the consumers. It’s one step to building a more sustainable fashion future. What do you think of IWC and all the other brands that are making the move towards sustainability? Let us know by leaving a comment below!
