New life from old clothes – Challenging fast fashion
company news from London Manufacturing Advisory Service
12 June 2008
An award winning company in Hackney is challenging the current throwaway culture by designing and manufacturing new fashionable clothes out of hand picked, locally sourced, recycled fabrics.
Goodone, set up in 2006 by graduate design students Nin Castle, 26 and Phoebe Emerson 24, aims to redefine the concept of recycled clothing by designing high end fashion from recycled materials.
Says Nin: “We aim to exceed peoples’ expectations of what recycled clothing can be by creating garments which don’t look obviously recycled and which are directional yet wearable.”
According to Defra, the UK clothing and textiles industry produces around 2m tonnes of waste, 3.1 million tonnes of carbon dioxide and 70m tonnes of waste water every year.
Says Phoebe: “Using our specialist knowledge in the deconstruction and reconstruction of garments together with sustainable sourcing and production we are able to create a limitless amount of new clothing from old, and which will inherently always remain unique.
“By using these recycled materials, we are not only providing a creative and sustainable solution for waste reduction, we are also minimising energy usage and the damage to environment caused by the production of new clothing.”
Says Phoebe: “Initially we thought we wouldn’t be able to make a profit and still match high street prices. However organisations such as the London Manufacturing Advisory Service were able to support us with advice on funding and on growing our business in the UK.”
Comments London MAS specialist Nigel Rust: “London MAS teamed up with well known fashion consultant Yvonne Fuch from the Branding Workshop and worked with Goodone on a business and marketing strategy and on their branding; as a young company these are the areas that needed developing, not only in order to sell products but also to communicate the business message to the target audience.
As a result of this strategic advice, the duo set up a consultancy to advise other designers on how to be eco friendly without sacrificing design. They now hold a number of lectures and workshops at universities and at establishments such as the London College of Fashion.
Goodone has since won contracts with a number of companies in the UK and abroad.
www.mas-london.co.uk
Ends
Media enquiries to:
Catherine Ditcham or Philip Colley
Harvest PR
Tel: 023 9244 9655
NOTE TO EDITORS:
London Manufacturing Advisory Service (LMAS)
London Manufacturing Advisory Service (LMAS) is supported in the capital by the London Development Agency. It provides straightforward advice and practical support to improve manufacturing competitiveness.
It is delivered by EEF South, the Regional Centre of Manufacturing Excellence and Pera, the innovation company. London MAS aims to help manufacturers operate more effectively, design better products, create high performing individuals, teams and organisations and help manufacturers better promote themselves to new and existing markets.
Manufacturers can reach London MAS Specialists by calling the Hotline on 0845 600 2212, by visiting www.mas-london.com or by emailing info@mas-london.co.uk
