ETHICAL FASHION - EQUA & PEOPLE TREE (February 10)

Equa

“Beautiful, stylish and desirable” is how the innovative women’s wear boutique Equa describes their designs; however the collections contain much more than simply on-trend looks for women. Everything Equa is one-hundred percent ethical, fair-trade and sustainable, right down to the organic carrier bags. Since opening its doors in 2005 as the first to offer ethical fashion on the London high street, the boutique has championed alternative products like Peace Silk- silk produced through a process which allows silk moths to complete their life-cycles, and Tencel- a fibre made from wood pulp cellulose harvested from farmed trees. But it’s not just burlap basics; Equa is ethical fashion for the future, with a powerful online presence and rails of different designers- from Topshop success Annie Greenabelle to CUB favourite People Tree. “Shop by Ethics” on the site to browse the lines by their fairly-traded, organic, sustainable or vegan roots, or pop into Equa’s Islington base itself to peruse the rails. Highlights include cosy Fairisle knits, super-soft faux leather clutches and shoeboots working next season’s mid-heel. Whatever look you’re going for you can pick up the perfect pieces from the latest ethical labels, totally guilt-free.

Available at http://www.equaclothing.com and at 28 Camden Passage, Islington

People Tree

Pioneers of fairly traded, ecologically sound and organic designs, People Tree are about to become a label-du-jour as they launch their hotly-anticipated collaboration with the fashion world’s latest darling, Emma Watson. "I wanted to help People Tree produce a younger range because I was excited by the idea of using fashion as a tool to alleviate poverty and knew it was something I could help make a difference with" says Watson of the collection, which features classic high-waisted shorts, Breton stripes and cricket knits, while cheeky slogans “I’m not toxic” and “Please don’t panic…I’m organic” revitalise grey marl vests and weekend bags. However it is People Tree’s ethical credentials which really make the brand; after working for ten years with small scale producers, all People Tree products are fair trade, have minimal environmental impact, are mostly organic and make use of local skills in areas with high unemployment. This means the pieces are lovingly hand-woven, hand screen-painted and hand-embroidered at their source, by artisans inspired by rich textile heritage who are paid a fair wage. People Tree’s looks are exploitation-free, affordable and adorable, and Watson’s “Love from Emma” range will place the ethical label firmly on the fashion map.

Available at http://www.peopletree.co.uk and as a concession in the basement of Oxford St Topshop