Se [бути]

Hello! I’m Valeria Semchuk, the founder of the brand Cellera, and today I want to talk about one of the most precious resources on our planet—water.

Every year, the global fashion industry consumes 93 billion cubic meters of water—enough to provide drinking water for 5 billion people. Textile production is the second-largest polluter of water in the world. Dyeing factories discharge about 20% of the world’s industrial wastewater into rivers, containing toxic chemicals.

It takes up to 7,500 liters of water to produce a single pair of jeans. The mass cultivation of cotton depletes soil and dries up entire ecosystems. Polyester and acrylic are plastics that take centuries to decompose. With every wash, microplastics enter rivers and oceans, polluting water and making their way into food chains. This is the legacy we are leaving for our children and grandchildren.

Now, 250,000 liters of water—this is how much we’ve saved by using deadstock fabrics in the production of Se [бути] collection. These are surplus materials from luxury brands that would otherwise be burned or discarded. By repurposing these materials, we give them a second life, creating our own designs without wasting extra resources.

The collection you will see today is 100% made from deadstock and eco-friendly fabric