LONDON RUNWAY SUSTAINABILITY AWARDS: THE INTERVIEWS

We chatted with a few of the brands you selected as your winners, to get the scoop on what goes on behind the scenes…

IPSEITY

What’s the story behind your brand?

IPSEITY

ip·se·ity | \ ipˈsēətē\ (n.) selfhood – the quality of being oneself. | the essential element of individual identity.

IPSEITY is a London-based concept brand: a multichannel platform for fashion’s best and most unique upcoming designers. A go-to place for unique, ethical and sustainable fashion pieces.

There’s too much of the same.

Our mission is to give you a story to tell that is longer than one word, when you’re asked where you got your unique piece.
We think, all you need is less.

That’s why we curate unique collections of one-off pieces, most of them made from leftovers fabrics and materials, from an array of innovative, international designers.

We care deeply about the planet and creating a business that gives back to nature. That’s why we’re thrilled to share that we’re partnering with One Tree Planted to plant a tree for every product sold.

What can your customers expect from you?

We believe sustainability is a way of life and fashion can be a part of it too.

This is why we curate for you ethical and sustainable designers who can give you genuine reasons to buy fashion. You have the right to know how a design was made, using which materials and where in the world. This is the transparency that everyone now needs to make the right choices towards a better future.

By shopping from small and independent brands, you can have the privilege to benefit from total transparency as the designers source, design and manufacture locally.

On top of that, you can be sure that we will plant a tree on your behalf every time you purchase with us, and you will receive a tree certificate so you know where your tree has been planted!

Why is sustainability important to you?

Sustainability is the future, our future, but also the future of the coming generations. We, human beings, are not going to survive in the long term without sustainability. The Planet can do good without us, but we cannot without her.

I’m not saying that our whole lifestyle has to change drastically, but if everyone does at least a step towards sustainability, this step, on a global level, will make a big and positive impact.

Finally, is there anything you’d like to say to all those who voted for you?

We would like to say a massive thank you to all of you who have voted for us! Your support means a lot to us, and this is the sparkle that motivates us to continue our mission towards a more positive and fair fashion industry. Ipseity wouldn’t have survived 2020 without you!

We would also like to take this opportunity to say that even though our mission and values stay the same, we are working on a new direction for the platform as we know that supporting your well-being is essential to you and to us, so stay tuned, we’re cooking you something great!

DAPPLED SHADE

WHAT’S THE STORY BEHIND YOUR BRAND?

Just over a year ago, after arriving at the University of Leeds, I decided to try and make a bit of money selling makeup bags, made by me, Gemma. This is how Dappled Shade was born. It started off slow but during the first lockdown I had much more time to focus and I decided to really go for it – designing lots of new products of which there are now 10, including laptop cases and leather earrings made from scrap leather. It is now an up and coming accessories brand with sustainability at its heart – something I believe deeply in and the importance of which has at last become more widely recognised over the last couple of years. All of my products are made from up-cycled fabric, which is donated to me in the form of anything from unwanted clothes and blankets to even unused shower curtains – which I use as waterproof lining for wash bags!

WHAT CAN YOUR CUSTOMERS EXPECT FROM YOU?

Something that makes Dappled Shade stand out is the custom-made products – I am open to all requests and put my all into creating something new and unique for each one, be it a personalised wash bag with embroidered initials or
an entirely new product like a denim clutch! I strive to produce products of the highest quality while keeping sustainability at the forefront of the brand so my customers can rely on me to fulfil their every need when it comes
to shopping responsibly.

WHY IS SUSTAINABILITY IMPORTANT TO YOU?

The endless ecological threats due to unsustainable human activity are well documented, and intensified by a growing population and demand for fast fashion. Without a huge change in the way we live, the next generation will
be seeing a slow deterioration of this planet. Sustainability is important to me because of its importance to the survival of the world we live in. While we can acknowledge that consumers have a responsibility to be conscious of their consumption habits, companies have an equal responsibility to assist consumers in transitioning to more sustainable practices through more ethically conscious marketing, which is why sustainability is so important to Dappled Shade.

FINALLY, IS THERE ANYTHING YOU’D LIKE TO SAY TO ALL THOSE WHO VOTED FOR YOU?

Yes, a HUGE thank you to everyone who voted for me and believed in me – I am honoured to have been recognised and over the moon to have won! And thank you to everyone who has backed me from the start, especially to my brother Sam, who has helped and taught me so much along the way!

POPVENUS

WHAT’S THE STORY BEHIND YOUR BRAND?

I started my blog during the first UK lockdown last year. Since I was unable to connect with people in real life, I decided to take this opportunity to start connecting with others online. I chose to focus my page on skincare, self-care and sustainability because that’s what I am most passionate about. Sustainable living has been one of the things that I’ve introduced into my life a couple of years ago and I wanted to share my tips for better and simple living.

WHAT CAN YOUR FOLLOWERS EXPECT FROM YOU?

My Instagram mainly focuses on skincare and self-care product reviews, mindful living and home styling
inspirations. On my page you can find tips for sustainable home decor pieces, detailed reviews about skincare products and the brands behind them as well as self-care posts in which I discuss self-love and mindfulness.

WHY IS SUSTAINABILITY IMPORTANT TO YOU?

Through sustainability, I learned about more mindful living. Educating myself about our planet and how we can help
the environment led me to supporting smaller and more environmentally friendly businesses. Sustainability also has helped me to reduce waste by purchasing good quality items or second hand rather than shopping in fast fashion.

FINALLY, IS THERE ANYTHING YOU’D LIKE TO SAY TO ALL THOSE WHO VOTED FOR YOU?

I just would like to thank everyone who took time to check London Runway’s Instagram page and voted for me. This
nomination has truly made this new year so much better.

DEMOO JEANS

WHAT’S THE STORY BEHIND YOUR BRAND?

DeMoo Jeans is a student-led and sustainable fashion brand, founded in March 2018 when we were all in our first year at Durham University. We take a firm stance against fast fashion, hence our focus on up-cycling old and unwanted denim into new and unique styles.

Tonnes of denim is dumped into landfill sites each year in the UK, with a large part of this being shipped off abroad. This is a completely inadequate way of dealing with the UK’s fashion waste. We hunt around the UK’s best charity shops and second hand online platforms, to find the best unwanted denim. We then add colourful trims and embroidery to give the jeans a new life. We also make headbands from the trims.

All jeans are custom made to order. We have a huge stockpile of jeans in different sizes (We have so far made jeans for length 28 to 36 and waist 24 to 34), colours (white, blue and black), and styles (flare, kick flare, bootcut, straight
leg). Customers then choose their size, colour and style of jeans. The next step is for the customer to choose the combination of trims they would like. Customers can design their unique combination or we can help them in
deciding.

Just over two years old, we have reached 10k followers on Instagram, been featured in 30 UK fashion shows, held three pop-up shops and run two successful Brand Ambassador programmes. Our current 2020-2021
programme has 15 delightful female university students enrolled on, who help to spread the DeMoo word.

WHAT CAN YOUR CUSTOMERS EXPECT FROM YOU?

Autonomy and choice! With every pair of jeans made to order, customers can have as much say (or as little) as they want in the choice of their design, size, fit and colour combination.

WHY IS SUSTAINABILITY IMPORTANT TO YOU?

We are trying to show one demographic in particular that it is not hard to choose more sustainable lifestyle options and that group is students. For us, it is really important to show students how we can do our part for society in leading a more sustainable life. It is important to us because the fashion industry is often overlooked as a big polluting industry, for more familiar industries like energy or construction.

FINALLY, IS THERE ANYTHING YOU’D LIKE TO SAY TO ALL THOSE WHO VOTED FOR YOU?

Firstly, thank you! It honestly means so much to us that you have voted for our brand. We started DeMoo Jeans with no expectations and winning this award has been such a fabulous treat to start the year. Well done to all the brands
nominated!

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