Our purpose-driven team strives tirelessly to create a global community, bringing together local brands in order to create a more human-centred approach to consumption. We do this by ensuring that the majority of sales go directly to brands, so that they can continue to innovate. A customer can follow the journey of an item and interact with its creator through in-store events, making it easy for consumers to shop their local brands as well as accessing independent brands around the world.
Our retail model reframes fashion consumption to focus on longevity, in direct contrast with fast-fashion. We develop lasting relationships with our brands, some of whom we have worked with since we launched in 2010. They offer collections with designs which stand the test of time, often made in small production runs and with enduring materials. Rather than framing products around trends, we place emphasis on the creators, the stories behind products and their uniqueness. We hope consumers will embrace buying quality pieces which will last a lifetime thus engaging with fashion whilst also considering the environment.
Our business model was formulated to work harmoniously with the environment and local communities, rather than exploiting them. We want to communicate this clearly to our customers so they can make informed decisions. We have therefore created a set of guarantees to celebrate how our partner brands currently consider the environment and the people involved in the production process, but also to encourage and incentivise our brands to incorporate these principles further into their business models. We are the first established multi-brand retailer to clearly index our entire product catalogue according to sustainable attributes. This is a pilot initiative and we will be working with our brands constantly to ensure that we are at the forefront of ethical retail, and are upholding these values.
HAPPY WORKER
Workers are paid at least the national minimum wage and the brand is transparent in disclosing all their direct suppliers. The worker's labour rights are respected; no child labour or human trafficking is involved in the production of the collection; the manufacturer is compliant with all local health and safety regulations.
NO NASTIES
No parabens, SLS, petroleum, mineral oil, phthalates, formaldehyde or synthetic fragrances are used in any of the products in this collection.
CRUELTY FREE
The products and constituent ingredients in this collection are not tested on animals.
RE/UPCYCLED MATERIALS
The products in this collection are made with at least 50% recycled or upcycled materials.
CHARITABLE DONATION
At least 1% of this brand’s sales go to a charity partner.
VEGAN
Alternative materials/ingredients have been used where an animal product would normally be used.
RESPONSIBLE PACKAGING
All packaging in this collection is either biodegradable, compostable or made of recycled materials.
CARBON REDUCTION
This brand is reducing its carbon footprint either through offsetting or operational reduction strategies.
PREFERRED ANIMAL MATERIALS
This brand has sourced animal materials that are either traceable to farm level, third-party certified by an animal welfare standard or recycled in origin.
NON TOXIC DYES
The materials in this collection are free from AZO dyes and phthalates.
SKILLED ARTISAN
This collection is entirely made in the designer’s studio and/or by an artisan collective, and/or seeks to preserve traditional handicraft techniques.
ORGANIC
The material or ingredients in this collection are at least 80% derived from organic farming.
NATURAL MATERIALS
At least 90% of ingredients or materials in this collection are derived from natural, non-synthetic sources.
ETHICAL LEADER
This brand is a sustainability leader, incorporating environmental and social impact into all decision making and practices.