Dutch based housewares company Merison and Hermes-OTTO International, the trading and sourcing arm of the Otto Group, has announced the launch of the new sustainable fashion brand “Wild Earth Cotton” that will feature Cotton Made in Africa (CmiA).
The Wild Earth Cotton collection will appeal to the growing demand from ethical and sustainably conscious consumers in the UK and Germany who want to buy attractive contemporary casual fashion at everyday prices.
Wild Earth Cotton is a collection of mid to premium market Ladies’ and Men’s casual fashion designed to reflect the ethos and fashion influence of the sustainable CmiA cotton at its heart. The first collection will be available in store during autumn 2012.
Derek Binns, Hermes-OTTO International UK Commercial Director, comments: “Wild Earth Cotton represents a major step forward in the provision of fully traceable sustainable fashion at no extra cost to the consumer. The Wild Earth Cotton collection bridges the ‘values to action’ gap frustrating the growing body of ethical and sustainable orientated consumers.”
Abi Rushton, Associate Director of Aid by Trade Foundation, who runs the Cotton Made in Africa initiative, said of the partnership: “We welcome the fact that Wild Earth Cotton has chosen Cotton Made in Africa as their sustainable standard for the collection. This demonstrates how sustainability can be fashionable and affordable and we look forward to working with Wild Earth Cotton to develop this range and provide sustainable livelihoods for many more small scale producers in Africa.”
Styles are minimalist with a touch of fashion detailing. Fine lightweight jerseys, soft cotton knitwear, including a cotton shirt with a touch of linen and a shirt dress style. To complete the range we have soft structured trousers and organic denim jeans. Also key are soft prints on tees, vests and scarves. We use a variety of buttons or tapes such as wooden buttons, floral printed or spots, stripes and cotton gros grain tapes.
Simple styles with detailing such as different buttons, a variety of coloured threads or different neck tapes. Including basic short sleeve tee, striped tee, henley tee, basic polo, long sleeve polo, a hooded sweat and a fashion sweat, chino trousers and denim jeans.
-Recycled card tags, card pouches and boxes
-Organic cotton bags with a subtle print
-Hemp string as fastening
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