Alex Bohn picks her 10 favorite products from the new sustainable online shop
Let me introduce you to our new collaboration – Fair-a-porter x Almasanta. A while ago I discovered an interesting new online shop: Almasanta, from Barcelona. It was founded by Claudia Magrina and Mercedes Escoda who were both fed up with the way conventional fashion doesn’t provide a background check on the brand’s ethics and the products themselves. With Almasanta they hope to provide shoppers with both: Great fashion that can be enjoyed with a clean conscience. As Claudia Magrina says: “At a certain point we felt really bothered by the lack of transparency. That’s when we decided to create a place where sustainability and style would go hand in hand.”
Amongst their brands are some that I cherish on Fair-a-porter as well – LemLem, the brand founded by Ethiopian model Liya Kebede, offering great wearable cotton styles made in Africa by excellent craftsmen- and women, Skin New York, the ethical underwear brand that’s all about wearability and great quality and Re/Done, a denim brand that re-works vintage Levi’s into new and lasting styles. When I got to know the two founders it turned out we share a common vision: That great fashion can come from ethical production without lacking in style. We decided to collaborate and from now on I will be introducing my top ten of their products on Fair-a-porter on a monthly basis. Have a look and tune into one of the first chats we had:
Fair-a-porter: What’s the definition of style at almasanta?
almasanta: ‘Green is the new black’ – the almasanta style DNA goes from smart to casual. And it is essentially minimalist because it’s based on sustainable items with outstanding quality.
Fair-a-porter: Who’s your all-time fashion inspiration?
almasanta: There are many incredible fashion designers but when it comes to the sustainability aspect you have to take a closer look. I truly believe that Jessica Alba, Stella McCartney and Gwyneth Paltrow have reshaped the traditional view on fashion and are all inspiring advocats of sustainable and ethical fashion.
Fair-a-porter: What are the perks of building a sustainable fashion business?
almasanta: A great percentage of shoppers are not yet educated about sustainability in fashion and through almasanta we can impact the general awareness of this matter. Most people still believe they have to choose between style and sustainability. At almasanta, we offer brands who cover both so that it’s no longer a compromise. And that’s probably the biggest perk: working with young inspiring designers while shaping the future of fashion or at least its ethical aspect is really rewarding. We experienced a whole new level of energy through building this business – a positive strong vibe that comes from within.
Fair-a-porter: What’s the best tune to get dressed to in the morning?
almasanta: ‘123 Magic’ by Spacek always puts me in a good mood! It’s the kind of song that makes you want to throw on a good blue jean (ReDone, for me, are the best) and a nice knit and feel fabulous.
First published on April 6th, 2017, Words Alex Bohn
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