Founded in 2006, Goodone is no new kid on the block. But as the much-needed ‘up-cycling’ trend grows internationally, we wanted to show our appreciation for one of London’s original ‘reclaimed to wear’ labels.
Goodone had already collaborated with the subversive fashion designer Noki, launched a manufacturing partnership with the HEBA Women’s Project and was in demand as far afield as Tokyo, when they were shortlisted for the RE:Fashion New Designer of the Year Award in 2008. It was then that I had the pleasure of meeting the independent label’s creative director and founder, Nin Castle. Her edgy figure-flattering designs proved that conscious couture had no excuse for compromising on style.
During the Anya Hindmarch “I’m Not a Plastic Bag” craze, Goodone released its edgier “Do I look like a f@cking plastic bag?” version. (I still cherish mine and it’s always good for raising an eyebrow or two at Waitrose). Since then, Goodone has launched a capsule range for ASOS, designed a limited edition bag for Puma, created a recycled collection for Tesco and made high street fashionistas ‘hot up’ over reclaimed to wear from the rails of Topshop.
The heart behind the label, which keeps both environmental and social impact high on the agenda, powered an impressive collaboration with Liberty, Amnesty, WWF, Greenpeace, Shelter and No Sweat, upcycling old campaign t-shirts. This was followed by the production of a limited edition dress for the Fashion Targets Breast Cancer campaign.
Nin and her co-designer/sourcing director, Clare Farrell (since 2009), now teach sustainable fashion at St Martins. They’re clearly succeeding in their mission “not to stand apart from the mainstream fashion industry, rather to achieve positive change from within.” The designers follow a method that is “informed by the use of recycled fabrics, but not restrained by it”. I think every conscious stylista will agree that these leading ladies deserve to be celebrated.
Check out the Goodone AW11 collection, featuring reclaimed silks and leather, here.