Launching with menswear for SS06.

The Look: New cool, old posh (not eco-look). Sophisticated fashion essentials that are incidentally environmental.

Made only using 100% organic cotton, pesticide-free wool and chrome-free leather, organic cotton zips and sustainable accessories.

Made in the EU under EU employment law, and in ethically and environmentally certified factories in India.

Growing cotton organically can give many of the 400,000,000 cotton farmers worldwide a 50% increase in income, but cut the cost of inputs (through reducing the use of toxic chemical pesticides and fertilisers, that also cause climate change) by 40% and provide a 20% premium for certified organic cotton.

The clothing industry employs over one billion people. Making clothes ethically and environmentally can have an enormous positive impact on the lives of not just the people who farm cotton and make the garments, but us all. If the clothing industry only used organic cotton, it would become a world leader in dramatically helping to alleviate poverty and climate change.

15% of the net profit will be donated to the Katharine Hamnett Foundation, dedicated to helping cotton farmers convert to organic, and surrounding educational, social and environmental issues.