Refashioned: from airline cast-off to eco-accessory

Tag : Tweed Fabric
g Glastonbury.

David Cameron, the Conservative leader, was among the mosthigh-profile exponents of such eco-fashion when he sported a pairof trainers made from firefighters' clothing and car seats lastyear.

Other trainers, made from tweed suits, have been worn by film andmusic stars such as Cate Blanchett and Fat Boy Slim.

In the latest move, Virgin Atlantic is donating 1,000 used seatcovers from its aircraft to be made into a range of the "ultimateeco It bags".

Worn Again, an ethical clothing firm based in east London, will usethe durable, fire-retardant seat fabric, seat belts from cars andbicycle inner tubes to make a range of handbags and washbags.

Each bag has an "ingredients" label which lists the source of itscomponents. They are available online and at some John Lewisbranches.

The Virgin Atlantic move is part of the airline's aim of halvingwaste from its aircraft by 2012.

The airline replaces its seat covers and curtains every two years,and previously donated them to charities such as animal groups forbedding and heritage railways for cleaning rags.

Environmental and ethical campaigners gave the move a cautiouswelcome, but urged consumers to check firms' green claims.

A spokesman for Friends of the Earth Scotland said: "Ethicalfashion is mushrooming, with a sustainable textiles course beinglaunched at Goldsmiths College in London.

"However, it is worth researching firms before buying theirproducts to check for 'greenwash' in their claims."

Martin Hearson, of Labour Behind the Label, the UK arm of theinternational Clean Clothes Campaign, which aims to improveconditions in the garment industry, said: "Consumers need to beaware that what's good for the environment may not be good forworkers. There could be problems wherever firms move theirfactories."

Worn Again has been criticised for working conditions in itsfactory in China, where Mr Cameron's trainers were made.

However, the firm said it was transferring production to Portugal,where the seat-cover bags will be made. It hopes to open a factoryin Britain in three years.

To minimise transport, the seat belts and inner tubes are culledfrom Portuguese scrapyards. The seat covers will be transported byland.

Cyndi Rhoades, director of Worn Again, said the company hadapproached Virgin Atlantic because of its reputation for being "atthe forefront of change". She said the firm had also been incontact with other Virgin Group companies and another airline,which she declined to name.

She said: "We're pleased to be partnering with such a pioneeringglobal brand as Virgin Atlantic at a time when environmental issuesare at the top of corporate agendas.

"For us, it is a great opportunity to offer a design-led andinnovative solution to waste, with the end product being theultimate 'eco It bag'."

Lysette Gauna, the airline's creative director, said: "VirginAtlantic is committed to taking practical steps to make sure itsbusiness is as sustainable as possible.

"From investing in new technologies to lobbying the aircraftmanufacturers through to championing new ideas, we believe actionsspeak louder than words.

"This is a fun and creative way to recycle our waste."