Emily Pilloton

SUSTAINABLE STYLE: William Good Recycled Fashion

by , 11/25/07

William Good, Goodwill fashion, recycled fashion, remade fashion, secondhand apparel, Nick Graham, Joe Boxer creator, recycled fashion, reclaimed fashion design

Nick Graham, creator of Joe Boxer, is putting a new option on the apparel menu: boxers, briefs, or good. William Good, his newly launched line of re-made fashion, is a collaboration with GoodWill, turning secondhand fashion into re-interpreted sportswear with embellishments like appliques, colorful stitching, and combining two garments into one. Each item is one-of-a-kind, earth-friendly, made from post-retail donations that have been destined for recycling or salvage, and people-friendly, training existing GoodWill employees to run every level of the business from stitching to merchandising (even the store space is located in a San Francisco GoodWill!).


William Good, Goodwill fashion, recycled fashion, remade fashion, secondhand apparel, Nick Graham, Joe Boxer creator, recycled fashion, reclaimed fashion design

William Good, a carbon neutral company, by the way, represents a unique approach to sustainable fashion: use what you have (both material and human power), team up with an organization that cares, and the creative genius of a fashion pioneer. “When you buy William Good products, you are providing work opportunities for people who really need them.”

Pieces are for men and women, moderately priced, and available at the Fillmore location of Goodwill in San Francisco or online through their eBay store.

+ William Good

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  1. anon December 27, 2007 at 7:10 pm

    Nick Graham, Mr. Joe Boxer, made all of his money and success in overseas manufacturing and marketing. Applying this formula to a recycled clothing design company is not going to work. First of all, he does not uphold the purpose of recycling clothing as a global effort to save the world, he is simply backing a trend that is sweeping through San Francisco. Naturally, one assumes that the reason recycling clothing is so important is to avoid filling the landfill with materials that do not break down; rayon, nylon, spandex, and other synthetics. However, Nick, being the trendy individual he is, has removed all of these items from the line and insists that we use only naturally grown materials from plants and animals; cotton, wool, cashmere, etc. The trend being that 100% cotton is essentially “more green”, more people are choosing to wear it, the mental association is there when using plant and animal grown fibers as RAW MATERIAL. Isn’t the entire point of creative reuse to divert materials from landfill that don’t break down?

    Nick Graham is a very logo related individual. His marketing technique, according to the William Good business proposal written in December of 2006, is to view the label as “an amusement park, and the garment is the souvenir.” He is relying solely on the label to carry this product into popularity. Of course everyone believes this partnership is a good idea, that it’s important and necessary, and surely Mr. Boxer relishes all the attention he gets for being brilliant in the cause as he hands out his t-shirts with and cartoon dog sewn onto the back. The only problem, is that his garments are so trendy they won’t last a season. The shirts are priced very high, the creative technique very low, essentially giving the garment one season cycle before it returns to Goodwill. I was under the impression that to avoid waste and give people a high priced one-of-a-kind garment would involve not creating the exact same looking t-shirt a person could buy in the store brand new for half the price. This changes nothing about the way people view fashion, the impact it has on the environment, the impact on how we treat each other; for if the notion that one cannot be judged on the clothes they wear, because no two garments are alike, then everything about fashion that made people, especially women, feel bad about themselves would change also. Why the need to get a Gucci, when you can get a Gucci mixed with Dior, a Target brand, and a handmade scarf and you will receive compliments on it’s originality, enjoy a high quality material and construction, and no one can copy you. Though it seems that this is the direction of William Good, I assure you that the garments coming out the production room are the same as when they came in, except there is now some kind of “logo” appliqued to it, and maybe 15% of the garments are actually reconstructed.

    So, here’s how you divert materials to landfill, save the environment, and make a profit:
    Offer a partnership with all the boutiques and designers around the city and beyond to get in on this “recycled design” idea. Grant them access to the as-is bins in return for 10% of their profits for as long as they use Goodwill as their source. As the popularity grows in the bay area and LA on the underground scene and bigger corporations start to take interest, extend the offer to them at the same price, and, of course, have your own boutique. The idea of Goodwill executing this idea individually is apart of the same problem that made the fashion industry so wasteful in the first place. Everyone wants their own boutique, everyone wants their own line, everyone wants their own million dollars. Meanwhile, all the natural resources are being swallowed up and labor exploited around the world to keeps all the “me me me’s” happy. You cannot apply the formula that made that fashion industry a problem into the solution, nor should we pretend that it’s “at least a start…it’s a good start” because we weaken ourselves with this lie and it does not help the cause, it only nullifies it in the long run because history will look on Goodwill as an example of how creative reuse actually doesn’t work, and will turn to other sources that have made it work, and if Goodwill still wants it’s own boutique it will have to follow someone else’s example at a serious loss. Build your network, extend the offer to more people at a lower price, because it will attract people from higher positions to take interest, this is the way of the fashion industry—everyone following around the cool kid.

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