15 May 2012

Ethical Fashion with a POP!

Written by Published in Fashion

It’s heartening to see so many small boutiques are now choosing to stock brands that promote fashion with an ethical core. POP (The Fashion Store), which has recently opened its doors in Olney, Buckinghamshire is one such place that sells an array of divinely stylish clothing and accessories with a conscience

Amongst them is Minna, a relatively new fashion line from Finnish designer Minna Hepburn.

Concerned with environmentally friendly production techniques, Minna uses sustainable, organic, recycled and locally produced textiles and say they are always seeking new ways to lessen environmental impact.

Aside from her green credentials, Minna’s clothing also happens to be entirely stunning – it’s all very well being eco-conscious but if the pieces don’t stand up and make the fashion set notice then what’s the point! Luckily this collection is a show stopper. From the beautifully cut lace tops (made from recycled fabrics, of course) to the quirky jewellery pieces (I have my eye on the bow necklace), there’s nothing that isn’t genuinely covetable.

Poola Kataryna necklace

Pop Boutique also stock several other ethical designers, each one uniquely different and with a definite passion for sustainability. Poola Kataryna is a designer also hailing from Finland whose designs have a curiously childlike desirability, with the ability to add that necessary touch of fun to your outfit without appearing overtly kitsch. Simple, beautiful, her products are both ethically and locally manufactured, something which is becoming more and more important to small brands, not only as a way to set them apart from the bigger players but also because they genuinely seem to care.

Closer to home, British brand Outsider Fashion brings ethics to the fore without compromising their flair for creating quality items that will endure season after season – something seriously lacking in most Highstreet pieces. Having learnt their trade by working in mainstream fashion, Outsider have taken their knowledge of the industry and coupled that with what they call ‘heart’ resulting in a collection which appeals to a wide range of tastes.

Last up on the POP rail is Nurmi. Concerned with all aspects of sustainability, they’ve covered every possible angle when it comes to fashion that is the very antithesis of fast. With a few striking and contrasting pieces there is something to suit a broad spectrum of personal styles – certainly a tricky balance to strike within the fashion world. From bright geometric prints to subtle stripes, this is most definitely a brand for the future.

Nurmi 'Aura' top (mulitcolour)

With its pretty location, wonderfully curated collection and inspired brand choices, POP is sure to be a great success and there may never be a better time than now for a store like this. Owner Kaisa is optimistic saying:

'I hope I am offering a good mix of Scandinavian and British young designers and small labels that are not readily available elsewhere. And because I never get anything in bulk with some pieces being one offs, people can rest assured that what they buy is unique. This way I can also make sure that I keep regularly getting new stock in.'

Unique is in and ethical fashion is on the up, so with that combination, I think she may be onto a winner!


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