It’s alarming to think that clothing and textiles make up more than seven per cent of landfills worldwide. That’s a statistic designer James Bush wants no part in contributing to. “I want to make garments that are too good to throw away,” says Bush, who recently launched his eponymous label. After honing his craft in Europe — working as a design assistant and pattern-maker in various ateliers in Paris and Brussels, with a brief stint as a tailor for film and television — Bush returned home to Wellington at the end of 2020 to work on his label. 

“To me, sustainability is a mindset that begins at the start of the conceptual process and continues once a garment has entered someone’s wardrobe,” Bush explains. “In my design process, I consider every cut, seam, collar, and cuff to create well-made garments that will endure in both their timeless style and their construction. Sustainable design is about taking the time and care to do that. Releasing only two collections a year gives me the space to take such a considered approach.” “My designs tend towards tailoring, but this doesn’t mean they are difficult to care for. I use quality and durable fabrics for this very reason, and consider garment care for the wearer when choosing finishes.”