I’d like someone to explain to me how they can possibly be charging £130 for a cotton trenchcoat. I’d also like to know what they’re paying the Moroccan women workers, though I suspect it’s a pittance.
“Word reaches Newconsumer.com of another reason to wait for the spring ethical clothing collections – Amana, a fresh new label promising ‘fabulous ethical fashion’.The debutant and its 11-strong ladies’ range is due to go on sale 1st March, smack in the middle of Fairtrade Fortnight. Ethical credentials include the use of hemp mixes, organic cotton and the employment of women artisans in Morocco’s Middle Atlas Mountains, though the brand doesn’t boast the official Fairtrade Foundation stamp.
From the two garments I’ve seen photos of, the design ethos looks to be bold and clean with a few touches of flair – a £130 organic cotton trench-coat, for example, swirls round in a full circle skirt at the bottom. Other pieces in the collection include hemp-silk mix trousers and an organic cotton voile blouse, with prices ranging from £15 to £130.
Helen Wood and Erin Tabrar, the St Martins’ fashion grads behind Amana, say ‘our goal is to create fashionable, beautiful garments, which are ethical at every point of supply.’ Sounds like a good mission statement to me.
Amana’s site goes live March 1st.
- by Adam Vaughan at the New Consumer
