Behnood Javaherpour, The founder and creative director of BEHNOODE, a homegrown Middle Eastern fashion house launches his first ever eco-friendly sustainable fabric collection.
100 percent vegan and animal cruelty free fashion is the future. Fashion means adapting to the environment and its sustainability.
"2020 made us re-evaluate luxury as we knew it. It forced us to change and respect life and the environment.
During the global lock down, we saw animals going out on the streets which is a clear reminder that we are co-existing with other creatures.
I feel the excitement of transformation and I respect all living beings on this earth. Consumerism and respectful animal awareness needs to evolve and I am so excited to be part of this evolution by introducing a sustainable approach on my own fashion line – from fabric sourcing, to production to distribution." says Behnood Jahaverpour.
Behnoode’s latest collection is dedicated to animal cruelty free fashion and having extensively researched new vegan fabrics like organic seaweed and wood, banana and even coconut fibers to produce the materials for the latest collection.
"Vegan fashion is the future and 2020 has given me the opportunity to explore different avenues to source materials that my busy schedule would have never permitted me too. As an avid animal lover, I’m so glad to see my brand utilize different eco-friendly materials", added Behnood.
To celebrate the brand’s new direction and commitment to cruelty free fashion, Behnood recently adopted a pet goat called Rumi and being a Capricorn it was the perfect pet choice for him.
"I named him Rumi after the world renowned poet as I am in love with his teachings on love, compassion and kindness which still resonate with so many people around the world until today."
"Rumi is my daily reminder to be more socially conscious and adaptable.
Change begins within and I hope through my brand Behnoode I can inspire others towards a more kinder compassionate world." said Behnood.
The new collection is available at www.behnoode.com or www.instagram.com/behnoode