Studio British launch focuses on sustainable UK-made fashion
Studio British is a new website that has launched this week and claims to be the first online store to offer clothing and accessories exclusively made in the UK.
The platform, at www.studiobritish.com, has launched with a capsule AW17 collection, that includes classic pieces such as merino knitwear and cashmere woollens, items many people see as signature pieces linked to the British fashion industry. But as well as the heritage angle, it also has a strong ethical and sustainable outlook.
The e-tailer was founded by Anabel Calvo, a former consultant at Deloitte, and Ben Bailey, who has a background in disruptive tech start-ups, and said it will target a global audience “who prefer sustainable and quality clothing.”
Based in London, the partners said they want “to change attitudes surrounding our over-consumption of fast fashion.”
Bailey said that consumers in recent years have become increasingly focused on the “provenance and quality of their clothing” and that “by offering the best of British under one roof, we make it easier for conscious consumers to move away from the fast fashion that inundates our high streets today.”
He added that the business also wants to educate fashion shoppers about the wide variety of designers and manufacturers based in Britain.
The platform has launched with a selection of well-known and more niche British brands with a middle to higher-end positioning, including John Smedley, Private White VC, Mackintosh, Pringle and Trickers. And it will add products from up-and-coming designers such as Genevieve Sweeney, Baia Bags and Yull.
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