What is the future of clothing?

Can we grow a dress in a vat of liquid?

Has wearable tech arrived?

The concept of clothing is on the verge of a dramatic shift. New technology and innovative fabrics will transform the way people wear clothes. At the same time, the clothing industry accounts for 20% of pollution in the world. But there are innovative ways to make it more sustainable. 

In the film The Next Black, AEG travels the world to meet with some of the world’s most innovative people and companies to explore the future of clothing. 

The film is not about what’s new in fashion, but what’s next for clothing. Some of the pioneers in the world are featured in the film, with their opinions on clothing and its future, including: heroes of sustainability, Patagonia, tech-clothing giants, StudioXO, sportswear icon, adidas; BioCouture, a company that uses cellulose-producing microbes to literally grow clothing; and Yeh Group, a company that has developed a new way to dye clothes using zero water.

The full documentary film was released on May 21 and this is the official trailer:

To celebrate this release in Portugal and reward their customers who trust the brand and identify with its values ​​of sustainability and innovation, AEG  has just launched a special campaign:

In Portugal - Caring for what you wear and for the planet, is worth it!

The future of clothing is close and when buying AEG appliances, customers show that they care not only about their clothes, but also about the sustainability of our planet.

AEG recognizes that commitment and so when purchasing a brand’s washing machine or dryer you will get a refund up to 100 € on your favorite clothing brand.

To participate, just send the filled coupon for AEG, until August 31, 2014, together with a copy of the purchase invoice of the model campaigning, and the proof of purchase of the clothing. Then you can just wait for the refund!

Complete rules available at www.aeg.com.pt

AEG’s role in the clothing industry

“The film was created to explore the evolution of the clothing industry in order for us to understand how consumer’s washing needs might change as a consequence. AEG has a pioneering history and to continue to drive innovation, we need to understand what’s next”, says Ola Nilsson, Head of Laundry at AEG.

Studio XO, photo © The Next Black, AEG

In addition to innovations within the clothing industry for more sustainable clothing production methods, the way people care for their clothes also has a big impact on the environment.

AEG © The Next Black, AEG

“Reducing energy and water use in our appliances while ensuring the gentlest care possible to prolong the lifetime of garments, are ways for us to help make the clothing industry more sustainable”, says Ola. “We can also educate consumers about how to care for their clothes with least possible impact on the environment”, he adds.

Biocouture Ltd, photo © The Next Black, AEG

The documentary is produced together with the award-winning production company House of Randon, who has done documentaries shown at the world’s most prestigious film festivals. The film was exclusively screened in Berlin 15th of May and London 20th of May prior to the official launch. The screenings were followed by panel discussions including the pioneers shown in the documentary, and additional key industry players, who are and will be shaping The future of clothing.

More about this project: www.aeg-home.com/thenextblack

'The Next Black' film set, photo © The Next Black, AEG

‘The Next Black’ features:

• Patagonia’s Vice President of Environmental Initiatives, Rick Ridgeway, on sustainable manufacturing
• Nancy Tilbury from Studio XO on how technology changes clothing
• BioCulture’s Suzanne Lee on biological material
• Matt Hymers and Klaus Rolshoven from adidas on smart clothing and the miCoach Elite System
• Sophie Mather from Yeh Group on DryDye; dyeing clothes using zero water.

Watch the full documentary film: