In this great article from The Industry Fashion, Gaelle Walker looks into New brand Another Girl seeks to meet demand for sustainable fashion.
New sustainable womenswear brand Another Girl is gearing up for the launch of a 28-piece range for SS21 in response to the trend towards sustainability and mindful manufacturing which has been accelerated during lockdown.
Created for “women who care about the planet and the people that inhabit it,” the brand “combines nostalgic references with contemporary influences” and features easy mix and match separates and dresses in premium fabrics.
Named after a Beatles track in honour of its home town of Liverpool, the brand’s first collection uses 50% sustainable fabrics, with 50% of printed styles made from recycled bottles and 50% of the knitwear made from 100% organic cotton.
For SS21 drop two, the brand aims to increase this to 80% and use 100% sustainable fabrics by AW21.
Highlights of the range include romantic dresses in heritage ditsy floral prints, vintage frill collar blouses and 70s inspired knitwear pieces.
Another Girl senior designer Karen Knowles, who previously worked at The Very Group, said: “Lockdown has given us all a chance to re-think what, when and how we consume.
“For us, that means creating a better, more socially concerned world. And we know that consumers demand the same.
“We are committed to making better decisions from production to packaging to shipping.
“By the end of 2022 we will have introduced eco-accredited factories across our entire manufacturing base.
“We currently use recyclable plastics and recyclable FSC-certified paper on our product tags. All garments are packaged in a 100% recyclable bags. It’s a long-term journey to making better decisions. This is only the beginning.”
Another Girl will initially launch with wholesale partners and “socially conscious” retailers and independent traders for SS21, in a bid to meet demand for the growing number of consumers who are “looking at sustainability as a given not an option,” Knowles told TheIndustry.fashion
“Our ideal retailers are those who are trying to be the change in the industry – like ASOS and Selfridges who are bringing sustainability issues to the forefront,” she added.
A direct-to-consumer transactional site will be rolled out later next year, where consumers can learn more about the brand’s values and shop the extended range.
Wholesale prices range from £15-£30 and the collection is available in sizes UK 6-18.
The brand has also committed to donating £1 from every item sold across all its channels The Malala Fund, which helps girls around the world to go to school.