Using fashion as a medium to discuss mental health is not a new phenomenon. At the beginning of 2000, Alexander McQueen, tied between addictions, mental disorders and anxiety, used his shows to translate his inner thoughts to the world. His suicide at the end of this decade rattled the industry. This dramatic event shed light on the necessity to talk about mental health in the field. However, we would need to wait until the mid-2010 to deeply tackle this issue and bring it to the mainstream.

DZHUS is a conceptual womenswear brand I discovered in 2015 when I was invited to Ukraine Fashion Week as a speaker. Launched in 2010 by Ukrainian designer and stylist Irina Dzhus, the namesake label strikes as avant-garde and fundamentally utilitarian. DZHUS is known for its innovative cuts, multifunctional and experimental garments underpinned by an austere and industrialist aesthetic. The brand’s ideology stands for consciousness and humanity and is ethically manufactured using cruelty-free and vegetarian-friendly materials.

Lemon Jelly is a PETA-approved Vegan footwear brand turning our notions of plastic upside down. Through sustainable commitments and playful design, the brand is becoming an agent of change and innovation.

In our interview we discuss the driving forces that led Lemon Jelly to modify its manufacturing systems to be sustainable, how the company is making the transition to a circular model and the truth about plastics.