Hyperlocal by Design: Stella McCartney Shears Her Own Sheep to Bring You This Purse
Remember that Portlandia sketch that parodied the conscious eater's quest to know where the chicken they are about to consume came from? "Is it local?" Fred Armisen asks before being offered a portfolio of papers showing where exactly Colin, their dinner for the night, was raised and roamed before being served on their plates.
It's satire, sure, but more and more consumers are asking for such provenance: to know where their food and products come from in order to make smart decisions about what they purchase—decisions that align with their values.
Stella McCartney, revered fashion designer, animal rights activist and daughter of Sir Paul, has taken this into account, going to great lengths to assure customers that the wool in the bags from her 2012 fall/winter collection can be traced to the source: by raising the sheep herself. Her new 100 percent wool Falabella purse was sheared from animals that graze at her Cotswolds farm in England.
According to her website: "This tote bag with tufted three dimensional textured panels is made from the wool of Stella McCartney’s own sheep. The flock live on her organically-run farm in the English countryside." The purse, also called the Itsy and Bitsy, is named after two of her sheep. How adorably local.
Image courtesy of Stella McCartney