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Sustainability first? Remember: Hide The Label.

Sustainability first? Remember: Hide The Label.

Sustainable British fashion start-up Hide The Label is on a mission to help women look good with a clearer conscience, with the launch of their new womenswear collection. The brand, which is named after the ethos that labels matter less than quality and ethics, started around a year and a half ago when its  founders – a brother and sister duo, Ryan and Shereen Barrett – realised what was required: a shift in thinking about how we design women’s clothing, the materials we select and their impact on the environment.

Making and creating was always a huge part of the siblings’ upbringing; as children they’d spend hours experimenting with sewing machines or starting a design studio, leaving them with a well-honed creative muscle perfect for establishing Hide The Label. Successful fashion careers inspired them further and thus they came up with a simple philosophy to create effortless silhouettes for every woman that lasted longer, transcending seasons and occasions.

Co-founder Shereen Barrett says: “Hide The Label is not about overt branding or catching up with trends. We want to create consciously designed, well-made and timeless clothes in vivid prints, from sustainable materials, to give you a wardrobe that has longevity and ‘wearability’.”

Hide The Label uses environmentally friendly materials as much as possible. Currently 80% of their fabrics are either plant-derived or from reclaimed fibres that are Global Recycle Standard (GRS) certified and that conserve material resources, although the plan for the next collection is to up that to 100%. Their printing techniques employ minimal water usage and their delivery packaging is 100% biodegradable.

A bit of geeky detail: the company uses recycled polyester, which is made from post-consumer waste products that have been spun into fine fibres and then woven into fabrics. This helps keep plastic waste out of landfills, which can take up to 1,000 years to biodegrade. Not only that, but it also has a lower carbon footprint and uses much less water to produce than virgin polyester. They also use Viscose, a semi-synthetic plant based material derived from the ‘cellulose’ or wood pulp from fast growing, regenerative trees and they never dye fabrics (that creates a lot of waste), rather printing directly onto fabric so there’s less surplus ink and minimal use of water.

Of course there are sometimes compromises to be made. The founders admit in a blog on their website: “Sustainable options for fabrics and trims are subject to high cost and quantities. This is reflected in our retail price. As a new start-up, this has caused some restrictions on what we can do but hopefully this will also become easier as we grow.”

The debut collection is available for purchase through the website, Print focused styles include dresses and tops ranging from £69 – £129.