Goodone, because they’re the good ones.
It’s called “greenwash” and it’s what companies do to stress out how green, sustainable, and eco friendly they are. But often it’s just pure marketing. Say, a car brand starts to communicate effectively how low are the Co2 emissions of a certain car. But they don’t say they must keep them under a certain level in compliance to international laws, and there’s nothing spontaneous in this. It’s the kind of “sustainability” I can’t stand, because it’s fake.
That’s why when I get to know about actual green brands (remember Elsien Gringhuis and Lu Flux?) or ethical projects (Vivienne Westwood’s Ethical Fashion Africa Project) I am truly happy to write about them.
Goodone is an award-winning sustainable fashion label that designs and produces innovative and body-conscious garments made from hand-picked upcycled fabrics. They aim to exceed peoples’ expectations of what upcycled fashion can be by creating clothing that doesn’t look recycled, but exclusive and fashionable.
Using their expertise in the deconstruction and subsequent reconstruction of garments, goodone has worked on an interesting range of charity projects and fashion initiatives creating new clothing from discarded or obsolete stock. All fabrics are locally sourced and handpicked and designs are individually handmade at the goodone studio in East London.
We believe that an intelligent approach to design should not only satisfy a hunger for new and constantly evolving concepts in style, but should also address the environmental impact of the fashion industry.
That’s talking sustainable!
Ariko
