Milly Osborne

4 Jun

4254 Launches Its First 100% Sustainable Sportswear Collection

Belgian sportswear label 4254 pledged to run the sustainable relay as they tease a new FW19 capsule collection. Scroll down to discover the designs made for athletes, by athletes.

Clean Athletes, Clean Clothes

“Clean athletes, clean clothes” defines the FW19 capsule collection that the brand teased with an online lookbook and coverage on their Instagram. The lookbook itself looks fun and its casting is beautifully diverse and interesting. (@ other sportswear brands: take notes!)

Olympians-turned-designers, Elodie Ouedraogo and Olivia Borlée, founded the brand in 2016, driven by the desire to reinvent performance-wear for female athletes. The duo made up half of the gold medal-winning 4×100-meter relay team at the Beijing Olympics.

Clean athletes promote good sports(wo)manship, playing by the rules and calling out those who don’t. After all, Ouedraogo and Borlée’s team rightfully won their gold medal in Beijing after a Russian athlete tested positive for drug use.


The Relay for Sustainability

As the conversation about sustainability gets louder and brands chime in with their efforts, or at least, intentions to make an effort, 4254 is standing up to overconsumption and fast fashion. Their collections will be 100% sustainable going forward, starting with the FW19 capsule. Recycled ocean waste and plastic bottles will be reworked into fibers, organic yarns will be sourced from certified factories and local manufacturers.

The whole process aims to be sustainable, not just the athletic looks. Leftover fabrics will be given a second life and biodegradable packaging will bring 4254 to the finish line, as the sustainable relay touches are all bases of the production process.

The FW19 capsule collection is “coming soon”, so keep an eye on 4254’s Instagram for updates.


Photo credits: 4254

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