Following the benchmark set by the NOHARM Ethical Fashion Brand, Eloise Grey launches her first luxury sustainable fashion boutique ‘Upstairs at Purity’. Eloise Grey’s concept store carves out a niche in the luxury sustainable fashion arena, and specialises in UK artisan produced clothing for women and men. Grey will be selling her own prize-winning organic tweed womenswear, alongside other fashion labels that match her standards of sustainability, style and fashion edge. Grey works with designers who keep their design process on a human scale, and which maintains a connection with the makers. Many of Grey’s labels are made in the UK, often organic materials, all of which contain a story and connection to the makers. In response to demand from customers Grey will also be introducing a capsule menswear collection. Eloise and the Isle of Mull Weavers, who produce her organic tweeds, were filmed for the BBC series Tweed.