AI meets GenZ fashion (February 2024)

The world is changing faster and AI might be taking over but why not use it to our advantage? Heretic Nine has found a way to massively reduce fabric waste and if this new brand kicks off, it may very well change the world of fashion.

Leyla, a 22 year old co-founder and creative writer of Heretic Nine from London said, “My brand is one years old. Sustainability can cost a lot but there are a lot of smaller practices that brands can do that maybe they don't. We are trying to implement as many of them as we can. Our practice that we are most proud of is that we have developed a 0 waste cutting policy in our factory. So most of our products produce 0 fabric waste. The styles that we can’t do 0 waste cutting with, we are working with non-profits to donate those materials. If they can’t be donated we use excess materials for other and more exclusive styles.”

Being sustainable when it costs so much involves getting creative and thinking of new ideas which is exactly what Heretic Nine is doing.

“Heretic Nine uses AI for our designs. The AI produces everything so you don’t need any paper so no waste, nothing. You just need Wi-Fi. We generate a lot of our prints using that and we use it for campaign content too. We are always learning to implement more ways that you can truly be sustainable.

“We still have a lot to learn because for example we ship overseas which does have a negative impact on the planet but we are trying to find ways to reduce that. In terms of a positive impact, each of our collections is an evolution from the last so you can wear anything and everything. All of the tops go with all of the bottoms and we really encourage users to cut it up and upcycle the product when they are tired of it. We even do tutorials on that. I think there is a need for it especially when some of our products are catered toward taller people and we want to show people how to cut it up and adjust the clothes so that they fit them better.” 

Now reader, if you have read my DIY Diaries then you know that this brand promoting upcycling is definitely worth it. It makes the materials have an extended life and the fact that this brand even tutorials how to upcycle some of their products is nothing short of amazing. I truly believe that DIYing outfits is a brilliant way to stay sustainable. 

“Fast fashion brands are making clothing that isn’t made to last and barely survives a wash. These big brands are pushing products to be disposable and we are absolutely not about that here at Heretic Nine. Greenwashing really irritates me so I won’t do that. I won’t sit here and tell you that all of our dyes are completely natural and that we don't use chemicals because it isn’t true. Green washing is something I hate about the fast fashion industry and we are absolutely not the most sustainable brand out there but we are doing everything we can to get there.”

This small brand brings something to the market that larger fashion brands certainly don’t have. But there you have it. Being sustainable is really about thinking outside the box and finding new ways to save our planet while still looking incredible.