Fighting “fast fashion” while making fashion-forward garments from recycled materials, England’s Study 34 is taking the fashion world by storm. Founded by Eleanor O’Neill, the tiny sustainable brand prides itself on creating original and ethically made knitwear. Made from a mix of recycled and leftover yarns, Study 34 has just celebrated the launch another line, just in time for Autumn/Winter.
Study 34 may be making waves in the sustainable fashion world, but the studio consists of just Eleanor O’Neill, who hand makes all of the garments in her Newcastle studio. O’Neill sources leftover yarn in bulk from the fashion industry, which otherwise likely be not enough for larger manufacturers to complete a line of garments with, and therefore throw away.
O’Neill tells us, “There are a number of suppliers in the UK who buy and sell end of line yarns which are really high quality and, apart from anything else, you can’t usually buy these luxury yarns is such small quantities elsewhere. So I thought here is an outlet and I have a skill, lets put them together and see how it goes! I think it’s important for a brand to offer something different.”
With these remnants, O’Neill is often able to offer hand-knit luxury yarns, like cashmere and silk, at price tags that may be higher that high street, but lower than mass made luxury goods. (A ribbed crew neck sweater from the new line will set you back about $300). With the price in mind, Study 34 is also geared to make pieces that can last a lifetime, transcending fast fashion.
“One of the aims of study 34 is to convey to the customer how a garment is made in the hope that once they can see the time and skill that goes into making clothing it will encourage them to value it more. It’s a sad fact but I think getting to a stage where people treasure and look after their clothes enough not to throw them out within a few months would be classed as a revolution right now.”
With the Autumn/Winter line newly launched, O’Neill hopes to have more time for a new side project, which will use 100 percent recycled yarns in the whole garment, making small batch sweaters that vary slightly but are in line with the main collection.