London Fashion Week's getting ethical!

There's no doubt of the importance of London Fashion Week. With the headlines being grabbed elsewhere by Lady Gaga clad in fresh filets, and at the fashion show itself by the stark naked models trooping down the runway for the the Designer Charlie Le Mindu's handbag and hat extravaganza, it may have escaped attention that on Friday there was a whole show given over to sustainable fashions.

That such a show is a first is going to be a surprise to many but in fact ethical fashions have only previously been at the fringes of the event or indeed have had their own separate exhibitions at other times of the year. But this event was organised by the British Fashion Council as part of London Fashion Week proper and featured fashions by luminaries such as Stella McCartney and Vivienne Westwood and other lesser known labels such as Junky Styling, Henrietta Ludgate, Christopher Raeburn and People Tree.

Behind it was The Princes' Charities Foundation and a programme called START set up "to promote and celebrate sustainable living". But also the British Fashion Council have an initiative called Estethica with 37 designers now signed up and adhering to at least one of the three Estethica principles of fair-trade and ethical practices, organic sourcing or use of recycled materials. All are selected for their ethical credentials and design excellence.

There are those who decry fashion and argue that sustainable fashion is a contradiction in terms. Such individuals will be thinking of the throwaway end of the market for the reality of most medium to high end fashion is quality fabrics which mean that if owners choose to keep their clothing then it will be around and wearable for many years to come. Indeed the new 'Vintage' movement exemplified in the mainstream by the recent and first Vintage at Goodwood festival points to a new value being placed on quality labels and eclectic or classic styling from all eras.

Of course quality fabrics do not necessarily mean that the clothing has been ethically and sustainably produced - but a throwaway tag is a perfect excuse to sidestep ethical considerations and the prices one sees attached to some clothing makes one wonder how the clothing can be produced without some major exploitation of people or the environment along the way.

Our promotional clothing range includes garments that may not be the cheapest, but come close. However they do have a level of independent certification that means that you can buy ethically with confidence at a great value price. We'll concede that you're not likely to see them at London Fashion Week but look a little deeper into our catalogue and you will find some great stylish clothing, and of course ethical too!