Start-up brand stays faithful to its genes
Jeans feature prominently in a new collection from Paris-based start-up brand The Ethiquette.
Founded by fashion professional Elena Feit, The Ethiquette won a competition for sustainable fashion start-ups, Concours BaByBrand, at the start of this year.
Boosted by this, the brand has launched a new collection called Happy Summer.
The Ethiquette’s founder describes the brand as being “inspired by the classics with a contemporary and glamorous twist”. As much as it can, it uses upcycled, leftover material from high-end French fashion houses and says it wants to inspire people “to dress up again”, but in the most sustainable manner possible.
In incorporating jeans into the Happy Summer collection, Elena Feit has told Inside Denim that the garments themselves are not, in this case, made from leftover material, but are sourced in France. In addition, she pointed out that the styles still contain a nod to the brand’s commitment to using surplus fabric.
She said that The Ethiquette had sourced leftover tweed from haute-couture brands and used it to make patch on the left-hand hip pocket (see image) and a strip of colour linking the right-hand hip pocket to the seam of the jeans.
Image: The Ethiquette.
