Introducing Lårs Label, the new fashion retailer stocking only sustainable designers
The reputation of fast fashion has taken a hit of late. Brands which champion bargain, trend-led pieces are currently under intense scrutiny for their unethical manufacturing environments, and for selling products that aren't at all environmentally friendly.
Earlier in lockdown, the Fashion Retail Academy commissioned a poll which found that the number of shoppers in Britain who are interested in shopping sustainably has jumped by a third within a year. It's clear our shopping habits are changing: the focus now is on buying quality over quantity and customers are asking more questions than ever about who made their clothes.
With all that, you might say there has never been a better time for Lårs Labels to launch. The site champions chic, quality brands with sustainability at the heart - it's a new retail destination for anyone at home who wants to buy sustainable fashion, but previously didn't know where to look.
Granted, it's unlikely to seduce the most dedicated of fast fashion addicts (whether a 16-year old in the market for a 'one-off' going out ensemble can be swayed remains to be seen). But Lårs Labels will tick the box for the conscious shopper with slightly deeper pockets. Having launched on Wednesday, the site stocks 40 brands (though there are hundreds more in the pipeline to join as the business grows), and all have been checked against the eco-credentials the Lårs Labels founders have set out.
'We champion brands which are fully transparent in all of their processes who create goods which avoid harm to people and the planet, but also meet our love for beautiful, design led products,' say the founders, former retail buyer Sophie Larsen, and creative director Chris Jarratt. 'Each brand and product on Lårs Labels shares the value of taking a long term approach to design, manufacturing and the consumption of products, whilst also focussing on what is morally right.'
The sustainable fashion space is notoriously tricky to navigate, but with transparency at the heart of Lårs Labels, it makes light work of guilt-free shopping. Here’s why you should check it out:
1. It doesn't allow for ‘greenwashing’
Franks London polka dot wrap dress, £210, Lars Labels
Sustainability has been a buzzword in fashion for years now, and still, there’s a lot of confusion about what it actually means to be ‘sustainable' as a fashion brand: it's not uncommon to order a 100% sustainable cotton frock that comes wrapped in three layers of non-recyclable packaging...
To combat such greenwashing - the term used when a brand makes an unsubstantiated claim that it is selling environmentally-friendly products - Lårs Labels only partners with brands that champion eco-friendliness as a core value, not an afterthought. It has six clear categories brands will need to have adhered to, including being cruelty-free and having a fair production line. On clicking a product or brand on the site, customers can get further insight into its 'considered attributes' for full transparency - or if you don't want to read all about it, you can shop in the safe knowledge that it's all been vetted for you.
2. It’s brilliant for summer dresses
Rakha recycled cupro dress, £250, Lars Labels
Think ‘sustainably-made dress’ and it’s likely an unexciting greige smock or Boho-esque cotton slip will spring to mind. But Lårs Labels aims to change that narrative. By championing brands such as O Pioneers and Birdsong that excel at printed and statement dresses, it debunks the myth that anything remotely 'ethical' comes in a minimal shape and neutral hue.
The site's dresses section is by far its most vast, and is reasonably priced: cotton frocks start at the £110 mark and silk maxis come in at around £300.
3. It encourages sustainability as a lifestyle, not just a trend
Alongside its fashion and accessories offering, Lårs Labels also offers beauty, homeware and childrenswear, with the aim to serve as almost as a one-stop sustainability shop, encouraging customers to invest in socially-conscious products in every aspect of their lives, rather than just a one-off fashion purchase.
Interiors enthusiasts should ensure the Living section is their first port-of-call: expect stylish peshtemals and luxe candle sets.
4. The fashion offering will broaden your shopping horizon
A Perfect Nomad organic silk dress, £345, Lars Labels
As well as providing a platform for brands truly making waves in terms of sustainability and conscious practices, Lårs Labels' founders are just as passionate about style and aesthetics, so you can be sure that each brand also produces chic lust-worthy products. Under-the-radar labels such as Vanesa Vinhas (great for casual tailoring) and Franks London (for special dresses and jumpsuits) will be excellent additions to your shopping roster.
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