“It always sparks curiosity,” says Jordanian designer Batoul Al-Rashdan. “But once people see the results, they’re intrigued.”
When Al-Rashdan tells people she crafts garments from food waste like olive pits and onion peels, she’s often met with disbelief.
As the visionary behind Studio BOR, Al-Rashdan is gaining international acclaim for her innovative plant-based textiles, which have appeared on global runways and earned prestigious industry recognition. Her approach is groundbreaking—creating clothing designed to decompose naturally, addressing the growing crisis of textile waste piling up in landfills.
“These pieces are not meant to last forever,” she explains. “They fulfill their purpose and then return to nature.”
Al-Rashdan is part of a new wave of designers committed to revolutionizing fashion by prioritizing sustainability. With clothing production more than doubling since 2000, the industry has become a major driver of pollution, climate change, and resource depletion. Many believe that designers embracing eco-friendly principles can lead the sector away from its unsustainable dependence on disposable fashion.
“We need to fundamentally change how we view clothing,” says Sami Dimassi, Regional Director for West Asia at the United Nations Environment Programme (UNEP). “Fast fashion’s throwaway culture is harming both the planet and society.”
March 30 marks the International Day of Zero Waste, a global initiative focused on reducing the 2 billion tonnes of waste generated annually. This year, the spotlight is on the fashion industry and its fast-paced production cycles that favor mass production over environmental responsibility.
Innovative Approaches to Sustainable Fashion
For Lebanese designer Hazem Kais, sustainability has always been central to his craft. As the founder of GoodKill, he specializes in creating long-lasting, custom pieces that counteract the industry’s reliance on mass production. Kais is also known for his use of natural dyes, extracting colors from organic materials like sage, walnuts, and pomegranates to avoid the environmental damage caused by synthetic chemicals.
“Our past choices are catching up with us,” Kais warns. “Sustainability isn’t optional anymore—it’s a necessity.”
His dyeing process, which involves boiling natural ingredients to achieve deep, vibrant hues, is both an artistic practice and an environmentally responsible method. “It aligns with nature’s cycles. If we can do things sustainably, why wouldn’t we?”
Educating the Next Generation of Sustainable Designers
To nurture designers like Kais, UNEP established the West Asia Sustainable Fashion Academy in 2021. The academy has since trained over 150 emerging designers, students, and entrepreneurs, equipping them with the knowledge to source eco-friendly fabrics, develop natural dyes, and rethink conventional material choices. In collaboration with the Lebanese American University, UNEP also helped integrate sustainability into fashion curricula, inspiring students to create designs from unconventional materials like paintbrush bristles and shoelaces.
“These designers represent the future of fashion,” Dimassi states. “By embedding sustainability into education, we can reshape the industry for the better.”
UNEP’s broader initiatives include advocating for policy changes, promoting waste reduction strategies, and assisting small businesses in adopting circular economy models. Currently, the fashion industry generates 92 million tonnes of textile waste annually—equivalent to a truckload of discarded clothing every second. Much of this waste ends up in developing nations, where it releases toxic chemicals and microplastics into the environment as it decomposes. Fashion is also responsible for nearly 8% of global greenhouse gas emissions, making it one of the most resource-intensive industries worldwide.
A 2023 UNEP report called for urgent action, recommending that the fashion industry scale back production, focus on durable designs, eliminate toxic chemicals, mitigate microfiber pollution, and promote circular models of reuse and recycling.
“The fashion industry constantly encourages overconsumption,” says Dimassi. “We need to rewrite that narrative to create meaningful change.”
Mainstream Fashion’s Move Toward Sustainability
Encouragingly, major fashion brands are beginning to embrace sustainability. More companies are aligning with UN climate initiatives, reducing waste, and implementing eco-friendly practices. In February, a UNEP-hosted workshop in Dubai brought together industry experts—including representatives from Stella McCartney—to educate up-and-coming designers on sustainable sourcing, circular business models, and responsible fashion communication.
For Al-Rashdan, who participated in the workshop, the experience was transformative. “It was incredible to see the different ways designers are incorporating sustainability into their work.”
With a background in architectural engineering, she began experimenting with plant-based textiles in 2015, eventually pioneering a biodegradable fabric derived from food waste. Using advanced techniques like 3D printing, she creates accessories and garments, including Jordanian coin-inspired designs made from onion peels and handbags crafted from plant-based composites. Her collaboration with designer Tony Ward resulted in a groundbreaking biodegradable dress showcased at Paris Haute Couture Fashion Week.
Although sustainable materials remain a niche market, a report by consulting firm BCG predicts that by 2030, they could represent 8% of the global fiber market—translating to 13 million tonnes of material.
Al-Rashdan acknowledges that the road to widespread sustainability in fashion is still long, but she remains optimistic. “Every small step counts,” she says. “The industry is moving in the right direction.”
As sustainable fashion gains momentum, designers like Al-Rashdan and Kais are leading the charge, proving that style and environmental responsibility can go hand in hand. With increasing awareness and industry support, the future of fashion is shaping up to be greener than ever.
