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MADE-BY's PURE London gets off to a magical start
04
Aug '09
MADE-BY, the not-for-profit labelling organisation for fashion brands, opened its stand at PURE London with the help of Harry Potter actress, Bonnie Wright and Georgia Groome, star of Angus Thongs and Perfect Snogging.

MADE-BY works with fashion brands to improve the social and environmental aspects of their entire supply chain using a step-by-step approach. The blue button MADE-BY label is then used on clothing to communicate the brand's commitment towards continuous improvement.

Along with videos of testimonials by MADE-BY brands, the stand illustrates the supply chain behind the manufacture of garments. Visitors have the opportunity to sew a button onto a dress embroidered with a map of the world. The map shows the path of the dress from organic cotton grown in India, through to the socially certified spinner and weaver, and then onto the dress designer in the UK.

Bonnie and Georgia sewed a button onto the dress to show their part in the supply chain.

Bonnie and Georgia are enthusiastic supporters of ethical fashion and both turned out today in Edun outfits, a MADE-BY partner brand. Both girls, when questioned about the availability of on-trend ethical clothing for youngsters, agreed that the MADE-BY brands offered fashionable and sustainable pieces.

Bonnie Wright stated: “I've always been very interested in fashion, but it is extremely important to me that the social and environmental issues associated with the production of fashionable clothing are addressed. MADE-BY carries out really important work in transforming the fashion industry, and I am thrilled to support the organisation and help raise awareness of these ongoing issues.”

Georgia Groome said: “MADE-BY helps people to understand the environmental impacts behind the making of their clothes and is also important in showing what sort of conditions the workers who make them work in.”

MADE-BY UK Managing Director, Allanna McAspurn is delighted by the support. “In order to successfully change people's perception of sustainable fashion, we need to engage the next generation. Bonnie and Georgia represent two of the brightest young acting talents in the UK and we are very excited to have their support.”

Founded in Holland in 2004, MADE-BY opened offices in Germany in 2008 and launched in the UK in February 2009. Partner brands of MADE-BY include, amongst others, Ali Hewson's Edun, Kuyichi, and funky kids' label, Imps & Elfs.

MADE-BY


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