2 Dec 2013
‘JUST…FOR FASHION’ by Olivia Davies
November sees the return of the Environmental Justice Foundation to the streets of Carnaby with the launch of their latest pop up shop ‘Just… for Fashion’ at 19 Fouberts Place. This time around the store has had a injection of ‘fashion forward’ ethical and sustainably produced fashion and accessories brands, offering something a little different just in time for Christmas in a bid to increase the awareness of ongoing unethical practises within the fashion industry.
The EJF have managed to align a pretty impressive collection of brands, all striving to ensure minimal environmental impact through their production methods and customers can enjoy a more diverse and elective range than has been seen in previous stores. The original printed tee’s are still available, however this time clear efforts have been made to increase the calibre of brands involved, to appeal to a wider audience and challenge the typical outdated preconceptions about ethical fashion.
By joining forces with the specialist ethical PR consultancy the ‘Foundation Agency’ EJF have attracted brands such as Komodo, Matt and Nat and Studio Jux to the store, along with high street favourite ethical jewellery brand MADE. Knitwear brand ‘The North Circular’ created by Model Lily’s Cole who is a great supporter of the EJF is available in the store along with the new edition of a ‘Celebrity Wardrobe’ featuring pieces gifted by The Pussycat Dolls and model Zara Martin. The festival inspired printed backpacks by Maitri are sure to brighten up dull winter mornings and the more structural accessorises by Matt and Nat prove eco-friendly and sophistication truly can be friends.
The quirky range of t-shirts created in collaboration with designers including Kenzo, Vivienne Westwood and Alice Temperley are still going strong in the store, taking their place in the large and spacious unit. The store environment is certainly ‘rough and ready’, however reflective of the ethos behind the venture and allows the collections to take centre stage.
EJF are striving to improve supply chain transparency within the fashion industry and all profits made from the store will be donated in support of raising awareness of unethical practises. As always the store is a great place to drop by for a spot of shopping, a place for discovery or simply just a have a chat with the passionate and ever friendly volunteers about the new projects on the horizon.
You’re sure to find unique Christmas gifts at accessible prices at EJF’s ‘Just…for Fashion’ from innovatively produced garments to accessories, bags, jewellery, wallets and tech covers; all whilst taking in the alternative approach to fashion production that places equal value on producers and consumers alike. The store is set to close around mid December so be sure to check it out and challenge yourself to think beyond the high street for your next fashion fix.
19 Fouberts Place, W1F 7PL
Monday~ Sat 11-6
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