Clothing production is very expensive in modern society. And it is not about the cost of goods: the negative impact of the clothing industry on the environment is becoming more and more threatening every year. First of all, textile production is mainly based on non-renewable resources. Water alone wastes about 93 billion tons per year, and this figure will only increase as the world's population grows. Second, clothing production contributes to climate change by producing 1.2 billion tons of carbon dioxide emissions annually, more than international aviation and shipping combined. In addition, the "disposability" of clothing poses a severe threat to the planet's ecology. Of the 53 million garments produced each year, 73% end up either in landfills or are incinerated, meaning that a significant portion of the products is not recycled.
To prevent an ecological catastrophe, the fashion industry must solve the global problem of active implementation of "closed cycle" technologies, i.e., the formation of waste-free production, as well as the use of materials with a smaller ecological footprint and a longer service life. But the main thing is to work with consumers' mass consciousness and habits, their rejection of "fast fashion" in favor of conscious consumption. The founder of Helen Stracta brand Elena Denisova became the ambassador of the new trend - a unique eco-textile trend, which make a real fashion revolution and set a direction of the future fashion development: technology in the service of ecology.
The British Higher School of Art and Design graduate already drew attention with her first collection. Her innovative solutions in design were noticed by the fashion industry's leaders, followed by invitations to various shows. At that moment came the understanding of the necessity to create her brand, the name of which combined the name of the designer and a derivative of the English word Structure. Rapidly gaining popularity in the international fashion market, the young brand of Elena Denisova Helen Stracta proves with her example that fashion can influence society, and even a small brand can cause positive changes in people's everyday life.
Women's clothes by Helen Stracta are practical and laconic clothes for work and holidays. Thanks to durable, innovative materials, they can be worn for years. These high-quality and stylish models will not go out of fashion during the season and will not end up in the dustbin of history. Classic shirts, pantsuits, shirt dresses, skirts, and shorts fit easily into any closet thanks to their versatile color palette and simple silhouettes.
Each thing in the collections can be considered unique because of the innovative approach to the materials and textures. Complicated combinations of textures, the use of laser cutting and multilayer embroidery as decorations, author's ornaments, and prints set Helen Stracta apart from other brands. Sophisticated and innovative materials are used in the collections' production: recycled plastic, high-tech perforated mesh, and combined fabric, which combines cotton with a unique Japanese washi paper. It has antimicrobial properties and neutralizes various odors, including the smell of sweat, which makes it incredibly popular among people with active lifestyles. Combined with cotton thread, it turns into a fairly durable and wear-resistant material.
Recognition among the new generation of fashionistas earned and perforated mesh, which provides products with impeccable appearance for many years. Even a daily wash does not affect the quality of the clothes. Besides, perforated mesh does not require ironing, saving time and providing comfort during travels and business trips. Durable and heavy-duty materials increase the service life of clothes, so customers who choose Helen Stracta clothes support the idea of intelligent consumption and provide the philosophy of a sustainable attitude towards the environment. Elena Denisova's brand already has a lot of followers, which means Helen Stracta has all the chances to become a strong, socially significant phenomenon that will shape the fashion of the future.
