'Fashion Fish' Boutique Highlights the Damage Fashion Brands Are Doing to Sea Life

This London Fashion Week, Just One Ocean have launched Fashion Fish - a luxury boutique featuring live fish contaminated with fashionable microplastic fibres from all the hottest brands, including Hugo Bass, Urban Troutfitters, PrettyLittleFins, Prishark, Nasty Gill, Pike, Victoria’s Seahorse and Massimo Dory.

Fashion Fish was launched to highlight the harm these brands are doing to sea life with their unsustainable practises. 35% of the microplastics in the ocean come from synthetic materials and are then ingested by fish, causing aneurysms, respiratory problems and excessive egg production.

The boutique is open from 18-23rd February at a fashionable Soho address, near key London Fashion Week sites and fast fashion hotspot Oxford Circus. People can visit in store or online to browse the fashion fish, learn about the harm fashion brands are doing to fish and how they can adopt more sustainable habits, such as:

- Shopping from brands dedicated to a circular business model.

- Using washing machine filters.

The collection is also available online at www.fashionfish.store and the campaign is supported with a social film and content showcasing the fish and the damage the fashion industry is doing to them.

David Jones, founder and CEO of Just One Ocean: “The Fashion Fish boutique is one we wish we didn’t have to open. Unfortunately time is running out and the fashion industry needs to take more responsibility for the damage they are doing to the environment. If we switch to a circular economy we can stop the world’s sea life becoming the biggest fashion victim of them all.”

The store was produced by EDNAEDNA; a new space branding and immersive experience agency with an emphasis on producing sustainable events, experiential marketing, and commercial fit-outs.