London: Popping Up with Sustainable and Ethical Fashion

Pop In to the PureThread Pop Shop in London at 67 Old Street in Shoreditch

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For many, fashion doesn’t hit their radar when they think of living sustainably, but sustainable and ethical fashion is growing to be a huge movement within the realm of sustainability. Sustainable fashion is about making a difference, about really focusing, in a meaningful way, about the impact we are having within our fashion industry, and choosing conscious clothing to change our world. 

Consumers are realising more and more the importance of matching their fashion choices to their beliefs, but sustainable and ethical fashion is not as readily available in some locations as in others. This reason brought Jill Heller from NY's PureThread to London to team up with the UK's Jocelyn Whipple to create the hottest ethical Pop Up shop. Showcasing some of the recent must-watch lines and supplying British shoppers who have both a conscience and an eye for fashion have an opportunity to try, touch, and buy the world’s hottest sustainable style brands.

For many, these brands are entirely foreign to them, and according to Jocelyn Whipple, UK consumers have been starved of top quality sustainable chic.  Eco-fashion specialist Whipple is the perfect partner for the pop up shop, having spent her childhood between California (USA) and Devon (UK), and later on earned a degree in product design at Liverpool Hope University. As she explained, given the UK’s propensity for style, it was necessary that they be introduced to sustainable and ethical fashion.

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Jocelyn Whipple, at the London launch, wearing KAMI jacket, and Privatsachen scarf.


As Whipple puts it, “During our event we will sell fashion that is truly beautiful; pieces you can fall in love with that will stay in your wardrobe for many years. We think UK consumers deserve access to this fashion. These are the brands that UK fashionistas haven’t been able to get their hands on, as our high street continues to favor mass produced clothes that obscure the story of production and fiber. For London, Whipple and Jill Heller have selected the very best in the world.”

Here are the brands that you should keep an eye out for. They are creating truly remarkable pieces in a sustainable way.

Stewart + Brown

Stewart + Brown is everything you could hope for in a progressive lifestyle brand: quality, integrity, function and beauty. Luxurious jersey and knitwear, and pioneering standards in eco fashion are what set them apart. The themes for current collections are based on every day appreciation of quality, doing great things with what resources you have available, stepping up to the new area of personal responsibility and independent accountability, and leading with creativity and originality.

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KAMI Organic Collection
 is an exceptional brand showcasing the best of Parisian design for a market that demands quality in fit, quality in taste and clever understanding of palette and silhouette trends. With 20 years of experience in the luxury market, KAMI offers a fashion forward collection created by a duo of designers which makes femininity and modernity rhyme with ethics and organic fabrics.

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Les Racines Du Ciel
is a line designed in France and beautifully crafted in Europe using the finest eco fabrics available, such as mud-dyed silk, Egyptian organic cotton and organic silk jerseys, tencel, and sustainable wools. LRDC deliver chic understated French daywear must haves with lines that carry into evening wear.

 ethical fashion

Raffauf Rainwear
 is an urban outdoor collection made of natural and organic certified materials. The unique design aesthetic gives you the freedom to move freely in the country as well as in the urban jungle. Many of the products are naturally water-repellant, coated with beeswax and breathable.

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With over 27 years of business to guide them, Privatsachen places an emphasis on elegant shapes in beautiful natural fibres of ‘one size’. The accessories are as strong as the clothing lines with a multitude of scarves, delicate cuffs and hats to choose from. Privatesachen specialize in hand dyeing and hold an incredible archive of subtle colours to choose from the ‘100 colour palette’ which can also be dyed to order.

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Sweet Blossom 
Subtle and feminine, the collection explores the combination of delicate French and European laces with exotic fabrics thus forming an exquisite wardrobe both retro and contemporary. Sweet Blossom exclusively develops its designs using organic cotton (certified GOTS) and natural materials. The dyes used are certified by Oekotex and guaranteed free of harmful substances.

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Organic Leather
are strong supporters and promoters of small farms, and believe they hold an important resonance on our Earth. The hides used are a by-product of the meat industry: sourced from wild roaming, organic or small family farms, free-range and grass-fed herds. The tanneries they use work with bark tannins, plant tannins or smoke to cure and preserve the leather. The run-off from these tanneries is non-toxic and goes straight out on to the fields.

Their dream is to eventually expand the business into fair trade partnerships with people in developing nations, working with existing tanneries to convert them to organic processes and employ local craftspeople at fair trade rates

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 is a Notting Hill native and the ultimate vintage inspired brand. Working with exceptional craftsman, farmers and families in India designer Sophie Mason has developed a quiet collection embued with her wonderful taste for hand embroidery, whimsical silhouettes drawn from years of vintage buying, textiles collecting and the stories and relationships behind the garments that inspire us to love them more every time we wear them.

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