So Ethic, The heart of fashion at Pret A Porter, Paris

PRET A PORTER PARIS® in Paris as a primary show, and special trade shows for different markets, with ATMOSPHERE’S for creators and designers, THE BOX for high-fantasy accessories, SO ETHIC for Ethical and eco-friendly fashion, THE TRAIN in New York and LIVING ROOM in Tokyo.

With its brand spreading out internationally, its attraction grows as a “fashion traffic point”.


They are the two main focuses of this essential sector. 
Ethical, fair trade and recycling, use of organic materials...

So Ethic is the window for fashion brands which specialise in sustainable approaches. All the future trends are there, in a committed, demanding, highly fashionable selection. It is now an essential stopover for buyers from specialist stores, multi-branded retailers, mixed concept stores and also department stores.

Choosing a media “show”

The “fashion event/salon" which offers direct contact with your clients, your future clients, trendsetters and journalists. The cost per contact is the least expensive of all the medias (radio/TV/posters/cinema/Internet) and allows for an immediate return on investment. It’s also a source for enrichment, knowledge and inspiration through meeting with others.

Putting your brand in the spotlight

By showing off its universe, its history, its people and designers to make you stand out, and attract buyers looking for something new.

Benefiting from the international recognition of the leading international fashion rendezvous

All the creative brands of today ( Isabel Marant Etoile, Paul&Joe, Tara Jarmon, Vanessa Bruno, Antik Batik, By Malene Birger, Blaak, Heimstone, Jerôme Dreyfuss, Save the Queen, Nathalie Garçon, .....) and references in the female market ( Derhy, Lilith, Didier Parakian, Garella, Fuego, Infinif, ...) launched themselves at PRET A PORTER PARIS®.

Obtaining financial assistance: the defi subsidy

Paris offers an international resonance and important media coverage. PRET A PORTER PARIS® welcomes more than 1100 journalists. You can keep them informed with your press kits made available to them in the press office, or present them with your leading silhouettes in the trends forum, or live during the catwalk shows.

You have the possibility of applying to DEFI for financial assistance with your participation at the PRET A PORTER PARIS, ATMOSPHERE and THE BOX salons. This subsidy is aimed primarily at exporting companies, creative startup companies and French fashion companies.

This assistance may amount to as much as 75% of eligible expenditure involved in the participation of the salons (space rental, decoration, communication, fashion shows, etc.)

To consult the criteria for eligibility and request financial assistance, download the form from HERE

Source: PRET A PORTER WEBSITE

Meet Jess and Shimul from Bhalo

We are Jess and Shimul from Bhalo. We work with makers and artisans in Bangladesh to create original, handmade garments and accessories from natural fibres.

Country: Perth (Australia) and Dhaka (Bangladesh)

Website: www.bhaloshop.com

A little bit more about Bhalo:

• We released our first range in 2009 and since then have been featured in several magazines and blogs, including The Age (Melbourne) Magazine, The Design Files, Michi Girl, Peppermint magazine, and soon to be released Vogue (Mexico), Lucky Magazine (USA) and Grazia (France).
• We have stockists in most Australian capital cities, as well as New York and Los Angeles. We also sell online, and most of our customers come from USA and Melbourne (particularly the inner city suburbs).
• Our producer is registered with the WFTO (World Fair Trade Organisation), and provides employment for 200 women, and free schooling and daycare for their 300 children.

Watch out for their latest range coming to www.soethic.net

Ajaiy Vir Singh, the brain child behind Conscience, StringHopper and The Colombo Fashion Week

Meet Ajaiy Vir Singh, SriLankan Fashion designer and social entrepreneur.

Who is Ajaiy and what makes him awesome?

He is the brain child behind: Conscience 

After working in ethical/green fashion and apparel manufacturing for a few years, Ajaiy decided to take the plunge in an attempt to create a 'supply chain of happiness', by impacting the cotton growers, weavers and ethical apparel manufacturers to create a product with the conscience intact.  Hence the birth of a brand not very far from the core - Conscience!

At the core of Conscience is what they call a supply chain of happiness.  Conscience's key fabric is cotton, grown by farmers who are empowered to use environment friendly practices.  The cotton is completely organic, called eco-logic cotton.  The next step of weaving is carried out by equally responsible handloom practices in the South of India.  The fabrics are then manufactured into fashion items at Sri Lanka Apparel's Garments Without Guilt certified factories.

and Stringhopper 

Ethical Fashion practices and unwavering commitment to natural materials with sustainable production practices in place makes them the eco-warriors we find totally AWESOME.

AND 

What makes me introduce you to Ajaiy? 

Besides his fabulous eco-brands, Ajaiy runs an initiative The Colombo Fashion week. Let us not mistake it as just another fashion week like all others popping up in every state of the Asian continent. This event is a serious attempt to uplift a dying industry and as the founder puts it "We want to get there where it makes sense. Fashion weeks need to include commerce, training, guidance, interaction, exchange of ideas, all these are aspects that we are adding and making better every year". Therefore, an initiative is what I call it :)

As I spoke to him this morning, we both agreed that the terms "Fashion week" and "Ethical" are the most abused ones in the fashion scene today. He realises that in order to let the world know that this event is not another publicity gimmick and that they stand for a mission that spells "Fashion for good", he will soon roll out his PR exercise sharing with all of us the plan he has in mind for this social event.

An excerpt from my chat with Ajaiy:

Bhakti: When did you start the Colombo fashion week and why? 

Ajaiy: CFW was started in 2003, with the sole objective of uplifting the fashion industry of Sri Lanka, through guidance, interaction and creating market opportunities for the SriLankan designers. A vertically integrated showpiece unlike many other fashion week events which are run by event companies. Our process starts at the beginning of year where we identify young designers with potential, guide them help them stand on their feet, encourage them to use local fabrics. They are in kind of an incubation.

We have unstinted support from Bibi Russell and Rizwan Beyg of Pakistan who help in motivating designers in South Asia. CFW also worked with retail houses in Sri lanka to create a buying infrastructure for local fashion. 

B: Tell me more...

A:Cfw operates on few fronts, local designers, local fashion crafts like batik, beeralu lace etc which we support and the local fashion infrastructure. We also help designers local or international to find relevant manufacturing units for them.

B: Why a full day dedicated to Ethical Fashion?

Personally I was connected closely to the Sri lankan apparel industry and was instrumental in finding them their current position 'garments without guilt' but most of the industry people are not united on this cause. Hence, I initiated CFW as an ethical platform. We had this in mind a few years ago but only took the plunge once we were ready. This will finally take shape in February 2011. Like in many countries where apparel industry is influential the fashion design gets run over, Sri lanka too is suffering from the same. CFW is playing the role of giving boost and raising a local fashion industry in the country.

Since 2009 CFW also took another step of creating a South Asian Spring Summer/resortwear hub where designers showcase their Spring/Summer ranges. The buyers and media have taken it positively and look forward to it every season.

B: Do you charge the designers for the stalls and show...why? or why not? 

A: There are no stalls, but closely controlled meeting rooms. We follow a format for designer buyer interaction. We dont charge Sri lankan designers as they are part and parcel of this project. So far, we dont charge international guest designers anything too as we look forward to their interaction with our local designers and create a knowledge sharing base. 

We have managed to create the CFW into a seat of interaction for fashion in South Asia and (we think) no other South East Asian country has been able to do that yet.

B: Do you have buyers coming in for the event? 

A: Yes, we have buyers from India, middle east, Malaysia so far and for the next season we are expecting a few more countries to get added on the list.

--end of excerpt--

Sri Lanka's premier Fashion Week started in 2003, with a single-minded objective of uplifting the local fashion design industry through interaction, exposure and guidance. Expect great minds to meet, awesome ideas shared and most importantly, meaningful fashion finds its market at this event. To send your entries to participate at the event, get in touch with Ajaiy on ajaiy@colombofashionweek.com

Ajaiy is in Delhi, India at the moment and while he spends his time at my favourite places like Khan Chaacha (drool) and TLR (Alas!) besides working on Colombo Fashion week, Conscience, StringHopper and spending some quality time with his family there. I wish him very good luck with all his future endeavours. 

A.D.O made in U.S.A and India coming soon to your very own So Ethic, Melbourne

 a.d.o (anjelika dreams organic) is a clothing line designed for the active woman: Comfortable and breathable!


The fabrics are dyed using the age-old, Indian tradition of natural herb dye. Each strand of yarn is dyed with hand-picked natural ingredients such as pomegranate seeds, turmeric, lemon, indigo, Fera, sandalwood, basil, Eucalyptus etc., to gives it's unique color and natural goodness.


While colored dyes are still a problem to organic clothing, a.d.o stands out because A.D.O uses all natural herb dye, leaving the environment clean, happy and safe for our future generations.

The Company takes pride in making clothes that are free of synthetic chemicals, toxic irritants, and 100% organic and sustainable.

All a.d.o clothing is made in a factory in India and U.S.A, that takes a holistic approach to their employees and economic sustainability. In addition to healthy working conditions, food and housing are a standard followed here.


"The 'a.d.o' woman is one with her community, active, and wants the very best for her family, her surroundings, the body and the soul. We hope you enjoy wearing our clothes as much as we have enjoyed creating them" says Anjelika of A.D.O


A.D.O has won many accolades and is recognised internationally for their sustainable and ethical practices.


Click here to read more about them: A.D.O website

Amazing Textures by Designer Samant Chauhan

Watch on YouTube - samant chauhan

The light fabric from a small village in India all set to dress up into a lovely evening gown for a runway show in Paris. The textures are to die for! Samant Chauhan proves it yet again, he has no parallel in India for chic Ethical Fashion.

Minimum fuss, Maximum style by Anuj Sharma, India

Anuj Sharma got his post graduate degree in Apparel Design from the prestigious NID, India. He was awarded the 'Charles Wallice India trust scholarship' in 2002 to study Masters in High performance Sportswear Design from the University of Derby, UK. 


Recently selected as one of the four finalists for the'International Young Fashion Entrepreneur' of the Year award by British council, India, Sharma works with areas of craft development and performance wear. His other interests have included teaching fashion and understanding human behavior with the help of fashion. 


He was also awarded the Marie Claire Most Innovative Designer of the Year award in 2009.


He has previously shown his collection in Japan and at the Lakme fashion week in Mumbai. This revolutionary designer has developed a new concepts (patents applied for) to make garments that have minimal or no stitches on them! His missionary motives, revolutionary ideas and commitment to design have won him many accolades. 


Anuj’s philosophy is about sustainability and longevity instead of fashionable fickleness. He teaches crafts persons and weavers to become independent and make “designer” garments and would rather mobilize action and money for them than for a show at Paris Fashion Week. He makes his clothes with minimum fuss, minimum manpower, without any machines.

Both Knot For You, his 2007 collection, and Button Masala of 2009 were big hits. His latest New Improved, Button masala is a collection of garments that can be worn, then opened up, and refashioned into something else depending on your mood and ability. New, Improved worked with rubber bands just as Button Masala worked with buttons.

This is the Anuj Sharma genius. His easy, fluid, anti-fit dresses aren’t just dresses. They can be turned into a cushion cover, a bag, a shirt, a kurti or anything else by re-knotting or re-buttoning the fabric. He can teach you how in less than five minutes and make ten garments in half an hour. Take a worn, boring shirt from your man’s wardrobe to Anuj and he will turn it into an exciting bag or knot your stole into a tube top while you sip your coffee.

The garments are immensely wearable, modern and have a point of view. Audiences clapped loudly, industry bigwigs hugged him and fashion critics hailed him as Indian fashion’s wacky and ingenious beta. 

Melbourne awaits to unknot these beautiful creations at the humble Ethical fashion hub SO ETHIC.

mail@soethic.net

With inputs from Shefalee Vasudev  who was the editor of Maire Claire. She is working on a book on Indian fashion to be published by Random House India in 2011.

Bamboo Sunglasses- The fastest growing Ethical style statement soon to arrive in Melbourne

Watch the Promotional Video on Youtube

Bamboo is the planets fastest growing wood resource and can grow up to 60cm in one day, to celebrate this UnitDot Eyewear which bases all its sunglasses and optical lenses around a bamboo foundation launched in the UK on May 6^th 2010.

UnitDot bamboo sunglasses the brain child of Hong Kong based designer Cyrus Wong are to be released by the UK based licensee Mr. Colin Ball from Chelmsford in Essex. 

When asked “Why should people buy UnitDot Sunglasses over any other brand?” Colin Ball responded, For years the bigger and well known brands have dominated the sunglasses market but they still choose to only deal with regular high street fashions and not address the important global issues that we face everyday. By choosing Unitdot over other brands customers still receive the ultimate in up to the minute fashion styling, while also showing awareness of eco fashion and the issues that surround the problems with our planet. Buying one pair of bamboo glasses is the first step toward small lifestyle changes, at a very small cost.

There will be three styles available within the range; a classic aviator, a perspex aviator and a tortoise shell affect wayfarer design.

Along with being able to plant a tree for each pair bought, £2 will also be donated to the UNICEF Children’s appeal worldwide. SO ETHIC is Australia's first retailer of these ethical sunglasses. Grab one at an Introductory price of AUD140

mail@soethic.net
Tel: 03-98276062

Source: Your story

Padmaja Krishnan, India's hidden secret now in Melbourne

Every material we see is usually what our memory recalls it as. However, when we add imagination to this memory there lies a possibility of a transformation, the possibility that the same materials be redefined and given an alternative life, form and meaning .

A piece of fabric lying on the floor..is it scrap to be discarded or could it be part of a beautiful textile yet to be created.

2 sleeves with cuffs, a collar and a placket..is that a skirt? a shirt? or could it be flipped over as a bag? Its all of that and more, depending on your imagination.

Born in Kolkata, India in 1976, Padmaja Krishnan studied commerce at Kolkata University and fashion design at India’s National Institute of Fashion Technology, New Delhi. Today, she states three ambitions:

firstly, to observe and reflect in her designs the relationship between human behaviour and clothing;

secondly, to integrate the work of traditionally skilled artisans with modern design practice; thirdly, tocombine sustainability and social responsibility with humour and delight.

The first objective was clear from the outset: her graduating menswear collection from NIFT was a comment on how cultural and gender roles had changed since the industrial revolution. The second and third principles are widely evident in a portfolio of consultancy, research and training assignments to government and privately-funded conservation initiatives. These range from the promotion of the rare indigenous silk weaving and textile techniques of Meghalaya, Assam and Nepal, to workshops with traditional embroiderers and palm-leaf weavers.

Krishnan set up her company Transit Design, in 2005. Transit Studio is a small-scale fashion and textile “laboratory” developing a line of “non-conformative, quirky and peaceful” clothing for men and women, as well as a collection of curious and finely detailed handcrafted products in cotton, silk, leather and other

natural materials.

We particularly loved Padmaja's art- Handcrafted laptops- See it to believe it- http://transitdesign.in/blog/?p=210

Watch out for Krishnan's select quilts and garments at So Ethic, Melbourne- SOON!

mail@soethic.net

Flora and Fauna from Canada now at So Ethic, Melbourne

About the designer:

Pauline started working in the fashion industry in Toronto after studying Fashion Design at Ryerson University. Drawn by BC's beautiful surroundings and the abundance of wildlife, Pauline moved to Vancouver where flora&fauna, the eco-fashion label flora&fauna was born.

Drawing inspiration from beauty in nature, the irresistible cuteness of animals, and the intricacy of the planet's delicate eco-system, all of flora&fauna's pieces reflect Pauline's deep love for the natural beauty in our world. With a blend of clean lines, rich colours, and lasting style, flora&fauna incorporates nature and animal themes into each design, and is proud to support local animal welfare and nature conservation organizations.

All of flora&fauna's pieces are locally, ethically, and sustainably made.

Flora and Fauna range will be available at So Ethic in Melbourne soon! 

mail@soethic.net

So Ethic signs an MoU with Ahimsa™ silk.

So Ethic is happy to announce it's Exclusive distribution right for the import and distribution of Ahimsa ™ Silks in the Australian Territory.

Patent

This silk is silk made by a PATENTED process without killing silk worms. In the year 2002, the Indian government granted this unique patent to Mr Kusuma Rajaiah. Do not be fooled into buying AHIMSA from anywhere else because this is a patented mulberry silk produced only in one place in the world. Patent for eco-friendly manufacturing of mulberry silkworm yarn has been granted to Kusuma Rajaiah by the controller of Patents, Designs, Trademarks and Geographical Indications for 20 Years.

• Do you know that silk yarn is produced from silk worms?
• Do you know that silk worms are being killed mercilessly to get the silk yarn/filament?
• Do you know that 15 silk worms are being killed to get 1 gram of silk, 1500 silk worms are being killed to get one meter of woven silk (cloth)?
• Do you know that a conventional silk consumer is indirectly causing cruel killing of Millions of innocent silk worms ?

Animal rights

As the process of harvesting the silk from the cocoon kills the larvae, sericulture has been criticized in the early 21st century by animal rights activists, especially since artificial silks are available.

Mohandas Gandhi was also critical of silk production based on the Ahimsa philosophy "not to hurt any living thing." This led to Gandhi's promotion of cotton spinning machines, an example of which can be seen at the Gandhi Institute. He also promoted Ahimsa silk, wild silk made from the cocoons of wild and semi-wild silk moths.

Ahimsa silk is promoted in parts of Southern India for those who prefer not to wear silk produced by killing silkworms.

The guy who did it all:

Kusuma Rajaiah from India conducted research in the field and invented the technique of getting silk yarn from cocoons without killing the silk worms, for the first time in the World in the year 1991. After prolonged research the Ahimsa silk is made marketable in the year 2001.
In our production process child and forced labor are not engaged and there is no discrimination on the basis of sex.

The Hindi word "ahimsa" means Non-violence. It is used to describe this innovation because the fabric is manufactured in a process where silkworms are not killed. For this reason, the product is also known as peace silk. Ahimsa silk is extracted after the silkworm has completed metamorphosis and emerged from the cocoon. Considering the increased awareness of animal protectionism around the world.

Kusuma Rajaiah, a senior technical assistant with a government organization in India, is tasked with the responsibility of developing ahimsa silk into a viable commercial product.
There are many types of silkworms, but Bombyx mori is mainly used for commercial cultivation. The silkworms are placed in bamboo baskets and fed mulberry leaves. As they consume the leaves, the insects exude viscous fluids through head glands. These substances are fibroin (raw silk) and sericin (bonding gum). The substances harden upon contact with air, forming the basic silk filament, which is a combination of two fibers held together by the gum. The silkworm oozes out the fibroin continuously for about 1,000 yards, forming an oval nest or cocoon. But as the worm is still alive inside the cocoon, this poses a problem for devotees who respect all living things big and small.

In the production of regular silk, the cocoons are immersed in boiling water to kill the worms and spool the silk yarn. With Ahimsa silk, however, cocoons are left alone for seven to 10 days. Once the worms mature, they are allowed to pierce the cocoons and fly away as moths. Only then does the manufacture of peace silk begin. Each cocoon is checked individually to ensure that the moth has escaped before the silk thread is spun.
Spinning takes around two months and weaving another month. In other words, shipments can be ready three months after the moths escape. We can produce up to 2,000 meters per month.

Ahimsa silk is promoted as having the popular properties of regular silk. Even though it is slightly less lustrous, it is even softer to the touch. Currently, it remains a niche product due to its higher price range.

"While normal silk fabric of the 80 gsm varies in price with that ahimsa of the same quality, people are becoming more environmentally aware and compassionate to animals.

Though Ahimsa silk may not replace regular silk, we are confident it will be adopted by those who are concerned about the flora and fauna" says the humble Mr Rajaiah.

We at So Ethic are pleased to be the exclusive importer-distributor for this finest-quality cruelty-free Mulberry silk fabric. For those of you who would like to source this beautiful and thoughtful fabric in any quantity, feel free to get in touch with us at SO Ethic.

mail@soethic.net

Auralistudio, Newyork comes to Melbourne's Ethical fashion hub

Auralistudio Takes pride in making beautifully designed, timeless pieces that are also practical and fashion forward. Every peace is made responsibly with love and care.

They strive to be sustainable and considerate to the planet in all of our practices with the use organic, sustainable, natural and recycled fabrics only. The textile processing includes low impact methods, leaving green fabrics with a minimal environmental footprint.

The pieces are produced in New York and Puerto Rico.

Aurali Studio treats their employees and collaborators as a part of their family and they are all creative partners in a collective design effort. rarely one comes across a company that cares about the community, and the effect our actions have on the planet’s welfare.

Its easy to see that they love what they do through the clothes they send out to the world.

So Ethic is happy to bring Aurali to Melbourne and we feel confident that this Ethical brand will find many fans amongst us.

mail@soethic.net

Bangladesh's Pride- Bibi Russell comes together with So Ethic, Melbourne

Born into a prominent Bangladeshi family, Bibi spent time in outlying villages in the rural areas of her country, soaking up the strong colours and distinctive patterns that marked out the fabrics made by local craftspeople. This childhood experience sparked an interest in hand-woven textiles that led her to Britain and become the first woman from her country to study at the London College of Fabric in 1972. In 1975 she modeled her own collection at the graduation show, which launched her modeling career. For nearly 20 years her beauty and grace populated the world's fashion magazines and catwalks.

By the early 1990s, Bibi decided that it was time to return home, relocating to the city of Dhaka to establish what she calls her dream and build a worldwide reputation for the hand-woven textiles she remembered from her childhood. A tru humanitarian at heart, Bibi Russell also strives to alleviate the suffering of street children. "Our world, our future lies in the hands of the next generation," says the designer, "Be they poor or well fed, they are tomorrow's leaders. I have taken it upon myself to teach them to be self-sufficient young people and to encourage self-employment."

In 1996 Bibi presented her first ready-to-wear collection at a fashion show entitled Weavers of Bangladesh, held at the UNESCO headquarters in Paris . UNESCO has supported all three of Bibi Russell's major shows in Europe . The second show in August 1997, Colours of Bangladesh, at the Castell de elliver in Palma de Mallorca was launched and supported by HRH The Queen of Spain.

Owing to Bibi's growing popularity, she was made a guest at the cultural event Knitting Together Nations - Fashion and Crafts from Women of Bosnia an Herzegovina , jointly sponsored by UNESCO and UNHCR, held in December 1997. She was also voted Woman of the Year by Elle in 1997. In September 1998, with the support of UNESCO and the British Fashion Council, Bibi staged her third show in London, Stars of Bangladesh, where HRH Grand Duchess Maria Teresa of Luxembourg and Ms. Clare Short, a Member of the British Parliament, were guests of honour.

The following year on 13 May 1999 the Fashion Space Gallery in London exhibited Bibi's work, coinciding with her receiving an Honorary Fellowship of the London Institute in recognition of her outstanding contribution ot the field of fabric and design. UNESCO recognised her unfailing attempt to support human dignity, development and the eradication of poverty with the honorary title of Designer for Development, UNESCO Special Envoy on 4 October 1999 and the title of Artist for Peace on 27 November 2001.

The year of 2003 proved to be another year of success for Bibi in promoting her cause. She was awarded You Can Change the World by the Club of Budapest and played an important role in presenting the Images of Asia fashion show in Denmark, dedicated to the weavers of Bangladesh. The United Nations Association of Spain awarded Bibi the prestigious Peace Prize 2004 for her efforts to fight poverty in Bangladesh and for her dedication in building a bridge between cultures, between modernity and tradition. Bibi Russell held her first show in Germany in 2005, presenting her spring/summer collection at IGEDO.

To this day Bibi Russell continues to pursue her commitment to fighting poverty and improving the social and economic development of weavers in Bangladesh . Fashion for Development seeks to blend the creativity of the local artisans with that of Bibi's professional design and fashion background to secure market outlets for the artisans and thereby preserve and revive the weaving heritage of Bangladesh .

SO Ethic is honored to be associated with a name like Bibi. We welcome her on board.

mail@soethic.net