Masters Of… Driving Change
That fresh fashion feeling is oh-so sweet. But feels even sweeter when your style has minimal impact on the planet, too. Advised by Good On You - our partner and source for all sustainable fashion brand ratings - we’re getting you better acquainted with the eco-conscious tastemakers who are not only having a positive effect on our wardrobes, but on the planet as well. Read on to discover the conscious SS22 collections that should be on your radar…
GANNI
This style favourite needs no introduction - their effortless Scandinavian aesthetic has cemented their status as a cult icon already. Not only are they at the forefront of the fashion world, but they’re making serious strides in the conscious space too. Case in point: ‘Higher Love’. An homage to the sustainability goals of the husband-and-wife duo at the helm - Nicolaj and Ditte Reffstrup - this new season collection is made entirely of recycled materials.
From the outset of SS22, they made their dedication to taking a more conscious approach clear via the season’s show, set at the peak of CopenHill. Atop Copenhagen’s largest green power plant, models walked the tree-lined runway, whilst the factory below turned non-recyclable waste into renewable energy for around 100,000 local homes.
An ode to self-love inspired by lockdown dressing, this collection of joyful bra tops and slinky dresses is an instant serotonin boost in sartorial form. During 2020, Ditte drew inspiration from her GANNI community and neighbours; manifesting the joy they felt when experimenting with their personal style and indulging their whimsical side by truly dressing for themselves. GANNI not only encourages us to shop better, but also to be the happiest, most confident versions of ourselves.
Baserange
One can never have too many wardrobe essentials, and for basics that are far from basic we’re turning to cult favourite Baserange. Since 2012, Founders and friends Blandine de Verdelhan and Marie Louise Mogensesn have been practising their brand’s simple philosophy: to deliver comfortable clothes that stand the test of time. Boasting high-quality fabrics consisting of both natural and recycled fibres, their essential edit of easy-going loungewear and underwear will form the base layers of your outfits for seasons to come.
Committed to clean production, each piece is created by family-owned factories via processes with minimal environmental impact. Not far from the brand’s French headquarters, one of the factories utilises a natural dyeing process combining plant-based pigments with rainwater collected from the roof (proving that teamwork with Mother Nature really does make the sustainable fashion dream work.)
Whilst sustainability is a centrepiece of their ethos, so too are inclusivity and community. The brand specialises in easy, comfortable silhouettes, offering a broad size range in minimal hues and multiple skin tones.
St. Agni
“As a brand, we recognise and understand our responsibility to make decisions with people and the environment at the forefront,” co-founders and directors, Lara and Matt Fells state. Proving that less really is more, the brand is renowned for delivering elegant, minimalist pieces that will stand the test of time, defined by wearability and their ability to transcend seasons.
With the natural beauty of Byron Bay’s coast as their backdrop, the label appreciates the importance of the environment. Crafted using natural fabrics - including wool and silk blends - the SS22 collection represents a continuation of this socially and environmentally responsible approach.
We recommend having a sartorial spring clean now to make room for some permanent fixtures in your wardrobe. (Our luxury donation service Thrift+ For Browns can help with that...) Like a breath of fresh air, sleek tailoring, go-to separates, elegant outerwear, and streamlined dresses in pared-back, timeless muted hues are sure to do the trick.
Reco
The missing piece in your bag collection? Reco, the creative accessories brand producing must-have arm candy from the highest quality surplus leather. Their signature aesthetic is defined by instantly recognisable geometric designs. “When you’re using limited material, you need to make the most of it,” Paris-based and Spain-born designer Bea Recoder explains. “So I decided to use patchwork as a technique, cutting the leather in small pieces like a puzzle so I can use all of it.”
After a fashion career that has spanned 10 years - and time spent freelancing at Balenciaga, Chloé and Paco Rabanne - Bea has first-hand experience in knowing exactly what fashion-forward customers want. With a focus on combating overproduction, she decided to put her knowledge into practice by starting her own label, and in 2020, Reco was born.
Inspired by vintage furniture, each piece showcases an irresistible combination of diamond designs, bold palettes and padded finishes. Each design is crafted in limited quantities to ensure that nothing goes to waste, so make sure you don’t miss out on your perfect sidekick.
JEM
Since their inception in 2010, Jewellery Ethically Minded (a.k.a. JEM) have been on a mission to become driving forces for change in the business of jewellery-making, rewriting traditional codes and crafting beautiful embellishments using sustainable methods. Ethical gold sourcing is at the heart of the brand’s ethos, reflected in their commitment to working with artisans and small-scale miners who are empowered by the Fairmined assurance label.
“We aspire to shine a new light on the world of jewellery without depriving it of its essential poetry and grace,” General Director Dorothée Contour explained to Alliance for Responsible Mining, after JEM won the #MyBestFairminedCollection award in 2017. Fusing the best of nature and science, JEM presented their first ever lab-grown diamond in 2018.
You can wear JEM’s precious heirlooms with pride, safe in the knowledge that you’re safeguarding the planet for the generations your JEM jewellery will be passed down to.
Girlfriend Collective
When we think of the keys to any healthy relationship, transparency is high on the list. Where our fashion relationships are concerned, we’ve got Seattle-based brand Girlfriend Collective in mind, the activewear brand injecting eco-consciousness into every workout. Husband and wife duo, Ellie and Quang Dinh, formed their eco-friendly activewear label with the mission to bring the best responsibly sourced leggings to the market. Mission accomplished.
A background in premium denim and digital marketing informed Quang’s dedication to fit and function, who spent over a year researching and developing fabrics and fits with his team, ensuring each piece was suitable for all shapes and sizes. This extensive development process resulted in leggings that are opaque, sheer-proof and sturdy, with a high-rise fit that won’t roll down whilst you’re sweating your stuff (or doing the weekly shop). As for the fabrics themselves, each piece is made out of a fusion of recycled water bottles, fishing nets and other ocean-polluting waste, reducing landfill by boosting your workout wardrobe instead.
As you can see, making responsible sartorial decisions never looked so good. Echoing the words of the aforementioned St. Agni co-founders: “We promise to continue learning and keep revisiting the question, ‘how can we do better?’” At Browns, we’re doing exactly the same, and from where we’re sitting, the above names look like a pretty stylish place to start.
Words by Sophy Davis Russell
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