Pure fashion

24 Aug

Zoe Robinson finds ethical fashion is really kicking off at Pure

Earlier this month I spent a day in the bizarre bubble that is London’s Olympia to visit the fashion trade show Pure.  This bi-annual event takes place for buyers and press to have a good old gander at what designers have created for us all for Spring / Summer 2012.

Over the last few seasons the ethical offering at Pure has grown, largely thanks to the Ethical Fashion Forum (EFF), ‘the industry body dedicated to a sustainable future for fashion’, who also runs seminars at the show.  Primarily geared towards buyers, their must-see seminars focus on how to put together a great ethical fashion collection in store, and with sales of eco clothing having grown by 72% in 2010, retailers really have an incentive (and in my opinion a responsibility) to source their stock ethically.

At Pure, EFF also present the winners of the EFF Innovation Award which recognises excellence in design, quality of product and ethical credentials.  Here are just some of my favourites from this season’s Pure, starting with one of the Innovation winners Chichia…

This exciting new collaboration between Made By Africa and Chichia is produced in a fair-trade certified factory in Tanzania. The colourful and highly wearable designs combine jersey with African prints in organic cotton (see above).

Nancy Dee now produce their entire collection in the UK using eco friendly fabrics suchs as organic cotton and bamboo. In addition to their wonderful and much-loved printed jersey dresses (above), they have some great tailored pieces for SS12.

If you are a regular reader of EggMag you’ll know we do love London-based brand Lowie so I was very excited to see this 50s style dress (above) in a cute boat print – the first print they have had designed exclusively for them.

This image doesn’t do justice to this ultra feminine dress by Komodo (above) – it’s a  really beautiful print and such a versatile style.

There is so much to like about this sublimely simple, versatile and very soft organic cotton dress (above) from Stewart+Brown. How can I style thee? Oh let me count the ways…

It was great to discover this very exciting new Colombian brand Cyclus at Pure. Crafted from highly durable inner tubes these these bags are a triumph of expert design, upcycling and local production. Loathed as I am to recommend a new ‘it’ bag – or utter the words ‘must buy’ – but if you invest in one hot new accessorise brand next season, let it be this one!

I have my eye on this new style from Makki (above) which would go with just about anything. Made from eel skins that are a by-product of the food industry it’s sustainable and stylish, just what we like.

Beautifully feminine bag from Coco Barclay (above) – the vintage gloves can be removed for a more casual look and if it’s cold outside they will keep your fingers cosy.

The brilliant Beyond Skin are a vegan brand who make efforts to be as sustainable as possible. Some of these stunning (and surprisingly comfortable) shoes are produced using a super soft fabric made from recycled plastic (see above).

Meher Kakalia’s amazing footwear and bags are produced in Karachi often using ‘found’ materials (some weaving embellishments are done with thin strips or ‘threads’ of plastic bags), utilising tradtitional techniques and supporting local, highly-skilled artisans. I love them so much I took extra photos, which are below for your shoe-ogling pleasure.


See Zoe’s website www.think-style.co.uk
Twitter @zoerobinson1
Facebook Think Style

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