DJ Steve Aoki and designer Samata Pattinson dig into the impact music has on the clothes we wear — and what it would take to make sustainable fashion the new 'It' look

Steve Aoki

  • Music and streetwear could have the ability to
    popularize sustainable fashion among the masses.
  • DJ Steve Aoki spoke about the power
    music has at the
    second Fashinnovation conference
    , held on June 5 and June 8,
    where industry experts gathered to discuss the future of
    sustainability in the fashion industry.
  • Designer Samata Pattinson, CEO
    of Red Carpet Green
    , believes there could be a link between music, fashion,
    and the sustainable fashion movement.
  • She believes if popular fashion — such as streetwear
    — embraced sustainability, it could have a massive impact on both
    the fashion industry and consumers.
  • Visit Business
    Insider’s homepage for more stories

Imagine, for a moment, a world where rappers wrote rap songs
about eco-friendly fashion.

Those rappers, many of whom are currently the drivers of
streetwear culture, could become the spokespeople for a greener
environment. Streetwear brands might jump on the bandwagon, maybe
making sweaters out of hemp and t-shirts out of organic cotton.

Then there’s the potential effect on fans. Fans might come to
see eco-consciousness as something fun, something cool. It could
become a new cycle: Sing about sustainability, thereby influencing
sustainable fashion trends, thereby making “sustainable-heads” the
new “sneakerheads.”

That might be an imaginary world right now, but in a recent
interview with Business Insider, world-renowned DJ Steve Aoki said
the power of music is so massive that it’s not out of the

“When you have certain artists wearing certain brands — it
builds upon the community and helps build upon the culture of
streetwear, of hip hop, of whatever else music that’s brewing,”
Aoki said. “Music goes
hand in hand with fashion … [and] music is one of the most
important ways to shape culture, period.”

the CEO of Red
Carpet Green Dress
, a company that places sustainable gowns on
red carpets, furthered this idea. She told Business Insider she
believes there could be a link between music, fashion, and the
sustainable fashion movement — which means that an imaginary
world where rappers sing about eco-friendly looks doesn’t have to
be so far off.

‘Music goes hand in hand with fashion’

Music is one of the most powerful cultural influences in the
world, and
hip hop is


top music genre in America
. That means that hip hop artists
have an outsize influence on the world around them.

“Part of the identity of music is talking, is dialogue, is
lyrics,” Aoki said. “That’s how culture is created a lot of the
time, because of how certain artists will say the same thing and
become unified with that idea.”

In other words, if famous artists began singing and talking more
about sustainability and pushing more for eco-conscious options, it
could make those ideals seem “cool” to their audiences.

And as Pattinson of Red
Carpet Green Dress
points out, there’s already been some
movement in that direction.

“We can see that musicians and cultural icons are talking about
sustainability,” Pattinson said. They’re not singing about it yet,
but they are using their platform to communicate with the


She cited two specific examples: “Coachella Music Festival was

thinking about going green
… Billie Eilish talked at length
making her concerts more sustainable

As reported by
Aoibhinn McBride for Graziame
, Coachella was set to team up
with the nonprofit Global Inheritance for the 2020 festival, before
it was canceled because of the pandemic. The two organizations were
also set to hold
a competition
for artists to design recycling bins, with the
winners being awarded passes to the festival. According to McBride,
Coachella also announced a
with the eco-friendly Everybody World brand, which
was set to create official merchandise for the festival.

Meanwhile, Eilish
Jimmy Fallon in September
that her world tour would be “as
green as possible.” There would be no plastic straws, Eilish said:
Fans would bring their own water bottles and recycling cans would
be everywhere.

Pattinson noted that while these examples are a start, there is
“so much more to be done” — and the key to making sustainability
stick is proving that it has a positive impact on businesses’
bottom lines.

“For an archaic, really established, old organization, it’s not
about being cool — it’s about the bottom line,” Pattinson
continued. “But maybe it will start making business sense when they
start losing customers, and they will say, ‘Okay, there’s a
business case for sustainability.'”

FILE - This Nov. 2, 2019 file photo shows singer Billie Eilish at the 2019 LACMA Art and Film Gala in Los Angeles. Eilish is set to the sing the theme song for the upcoming James Bond film, becoming the youngest act to write and record a song for the iconic film franchise. Eilish, who turned 18 in December, recorded the song for the 25th Bond film,

Music has the power to make sustainability desirable

But if there is a link between music, fashion, and
sustainability, a synergy will need to be created in order to bring
the topic of sustainability beyond one track on an album and one
collection in a season.

Aoki pointed out that six months often pass between a fashion
collection being shown and actually dropping. Meanwhile, artists
can drop one single one week, and a completely different one the
next. A repetitive cycle would have to exist between the two in
order to begin the integration of sustainability into everyday

The hope, Pattinson said, is that one day, a new generation of
leaders will emerge who grew up in a culture that normalized
eco-conscious behavior. Music could be the bridge to make
sustainability desirable — and to start the conversation now
among the young consumers who are poised to become the world’s next

“We don’t need to wait five to 10 years for this young
generation to get experience. We can mentor them, we can give them
the experience now,” Pattinson said. “But we need to look beyond
the fashion industry for this dialogue, and it could be through

millennial and his Gen Z sister used a $20,000 grant to launch a
line of swimsuits made from recycled plastic bottles, and it marks
the next generation of sustainable fashion

CEO of Bluemercury explains how her luxury beauty company adapted
its innovative, hands-on retail strategy to survive in a
digital-first world amid the pandemic

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Source: FS – All – Entertainment – News
DJ Steve Aoki and designer Samata Pattinson dig into the
impact music has on the clothes we wear — and what it would take to
make sustainable fashion the new 'It' look