True Organic of Sweden has launched in the UK launch with All You Need Is Me as its flagship product.
A 95 per cent organic ‘multi-skincare solution’, All You Need Is Me (£7.99/15ml and £15/50ml) is suitable for use as a moisturiser, anti-ager, primer, cleanser, post-shaver, baby balm, nipple cream and hand soother and comes in sugarcane-based packaging.
True Organic of Sweden also offers an organic, synthetic aluminium-free deodorant called Undercover Agent.
March sees the launch of new luxury natural and organic beauty box subscription service Beautyclickbox, with full-size cosmetic, bath, body and boutique lifestyle products delivered to members’ doors four times a year.
Beautyclickbox says its curated boxes are comprised of brands ‘principled in the way they formulate their products and in the ingredients used’. Members can choose boxes offering a value of around £100 to £120 or £180 to £200, while a separate gift-box service is also available.
EcoTools has plans to release a new dermatologist-tested range of spa accessories called Pure Complexion Bath Line and its first-ever collection of make-up brush cleansing products this year.
The brand’s cosmetic bags, made from 100 per cent natural cotton and packaged using 90 per cent repurposed plastic materials, will be available in a new-look, vibrant green and blue chevron pattern from stockists including Boots and Superdrug.
Hatastic has rebranded as Chloë Haywood London and launched an online shop, making the sustainable millinery range available direct to the public for the first time.
With exotic and chic hats and fascinators routinely labelled as fair trade, organic, upcycled and handmade in the UK, the Chloë Haywood London collection is up and ready well in time for wedding season.
Tom Cridland, the label behind the 30 Year Sweatshirt, will open its first physical retail location in London next week.
The 30 Year Sweatshirt (£65) and corresponding 30 Year T-Shirt (£35) have been designed to highlight planned obsolescence in the fashion industry and its resulting waste, a major environmental concern, while providing real value for money for consumers.
Produced by artisans in rural Portugal who have been making clothing since 1964 and using a ‘combination of technology, premium fabrics and old-school craftsmanship’, the garments come with a 30-year guarantee and a promise to repair any rips or damage free of charge.
Tom Cridland’s classic designs – also guaranteed to withstand the fashion cycles of the next three decades – have gained celebrity customers including Leonardo DiCaprio, Hugh Grant, Stephen Fry, Daniel Craig and Nile Rodgers, as well as financial backing. Following a £6,000 start-up loan from the government soon after Cridland’s graduation from the University of Bristol, his label turned over £250,000 in its first year through organic growth.
The flagship shop opens at 340 King’s Road, London on January 11th.
The Observer looks at the Bright New Things project, which will see the rising stars of sustainable fashion fill the windows of Selfridges in London with their design innovations. Featuring interviews with Katie Jones, Margot Bowman and Diana Auria of Auria, Martina Spetlova, Faustine Steinmetz and David Hieatt from Hiut Denim, the piece looks at how different designers see sustainability through different eyes.
Ethical Collection launched online this summer, bringing together a host of designers and makers from around the world. Its name is apt, as it has a keen-eyed curator in the form of Giovanna Eastwood: its is a true collection with pieces selected for their ethics, story and style.
The idea for Ethical Collection bloomed when Giovanna Eastwood was living in the slums of Rio De Janeiro, where she and her mother had founded a charity to teach young women how to make bags from recycled materials and sell them. “I saw first hand the direct effect that this had on the women, their families, their communities, enabling the women to pay for their children to go to school, the pride they had in their work, and the benefit to the environment – and of course the bags were incredibly beautiful!” she says. “Ever since then, I have been looking for the perfect opportunity to promote artisans working ethically around the world. And most importantly, to give consumers access to the most beautiful products and to give them a choice – a choice between fashion with a conscience and our usual fast fashion habits without. We wanted to create a brand that would cater for all ages and have a diverse price range too.”
The collection has a modern feel, with strong silhouettes and bold patterns, and prices ranging from under £20 to high-end. Each brand is chosen for its background as much as its fashion credentials, as Eastwood explains.
“I spend a long time looking at labels to stock on Ethical Collection – many have heard of what Ethical Collection is doing and approach me, others I have found through various contacts and connections or whom I have admired from afar,” she says. “After selecting the labels, I spend time speaking with each designer to best understand their story, so that I can communicate this to customers and provide the most enriching shopping experience possible. It is so important to me that my customers understand the story and how much good they are doing with their thoughtful purchases.”
Indeed, the story behind a product is also vital to Ethical Collection’s customers, she says. “Since I set up my business I have seen a huge shift in consumer demand for the information behind the items they are buying. The customer is starting to become more aware of what they are buying and demanding a higher level of information behind the brands they are buying. They want to be part of the whole creative process.
“I receive feedback from my customers telling my how empowered they feel to know the story behind the items they are buying and that they are able to make a difference in some way.”
There also needs to be sustainability and high-quality design in equal measure, says Eastwood: “Both are equally as important and need to work hand in hand. The product needs to be beautiful and well made in order for it to be desirable to the customer but the element of sustainability behind each product must be equally as thought through and transparent. The customer is buying into the whole process, so they must have a clear understanding from start to finish.”
However, the entrepreneur admits there are still barriers to sustainable fashion. “There is still a stigma attached to the whole ‘eco’ word; some see it as a dirty word and don’t want to be associated with it. There is also the fact that some brands see it as financial burden to implement it into their supply chain. I think these stigmas are slowly changing but there is still a long way to go.
“Through my website I am trying to show the customer that ethical items can still be chic and sustainable at the same. Ethical Fashion Forum’s new platform, MySource, will be a big game changer in this regard too.”
Ethical Collection’s customers have also shown a demand for homewares and the online retailer has plans to expand its small range next year, but only after the same careful consideration it gives to its fashion labels. “We want to make sure we bring the right brands on board and that they fit perfectly with our ethos,” says Eastwood. “This can take a little time.”
With covetable design such a key element of Ethical Collection’s range, does Giovanna Eastwood agree that design can change the world? “I completely agree,” she says. “It is the people who make these designs who we can make a big difference for. We all have a part to play, consumerism is not going to disappear, so why not purchase something where you can be assured that no one was mistreated in the making of it?”
With a high standard of design, social conscience and sustainability, Ethical Collection does what it says on the tin.