Monday, 8 June 2015

The-Acey: "Online Fashion with a Responsible Edge"

The world of ethical fashion can sometimes be a minefield to negotiate, due to a limited number of global retail platforms and minimal marketing power, which often leaves smaller, independent brands fighting for space when competing with the likes of Inditex, H&M and Topshop. Two sites already trying to solve this problem and fill the gap in the online market are Komodo and Fashion Conscience, both of whom provide their customers with an easy-to-shop selection of eco-friendly, ethical and sustainable brands. However, their eagerness to include any and all brands with some kind of green slant means that they lack the sort of ‘curated’ look that has led Asos, Cos, & Other Stories and Zara to such success.

Enter The-Acey, a new site launched at the end of 2014 by Holly Allenby, a 24-year old former European marketing manager for Toms, whose intention is to curate a space led by brands that combine “ethics and aesthetics”. According to Holly, “you shouldn’t have to sacrifice your style because you want to wear something ethical. If you want to find out more about [an Acey item], that information is there, but if not, you can simply know you’re buying responsibly.” Some of the brands featured on The-Acey for the SS15 season include contemporary British label Brawl, swimwear brand Auria, which bypasses the toxic chemicals used in creating swim fabrics by using recycled polyamide, and the Danish label Aiayu, which produces all its garments in the place that the fabric was made.

My picks, from left: Shago Shirt Dress by Nanushka, £199; Rose Gold Star Earrings by Tada & Toy, £53; Esplar Extra White Trainers by Veja, £75
The Telegraph has hailed The-Acey as offering “wearable, stylish staples that are refreshingly, not slavishly trend-led…The site’s overriding feel is of cool, crisp classics with a minimal bent, which promise wardrobe longevity as well as peace of mind. What more could you want?” Good question – so far, The-Acey certainly seems to have cracked the golden formula.

Read The-Acey’s blog here
A more detailed article on The-Acey by the Telegraph
The Telegraph’s Top 10 Ethical Fashion Brands

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