All images taken by Lina Arvidsson and provided by the label.

It is very nice to see the ever growing contingent of “ethical fashion crusaders” at some of these big events, and to see support from the likes of Monsoon for the British Fashion Council’s Esthetica, an eco-sustainable initiative that has been going strong for several years now and seems to finally be finding purchase in the fashion soil.

Little Green Story

As may be expected, it seems the Scandinavian countries and labels are at the forefront here (as with all things ethical and sustainable). They were well represented with a handful of labels at the event. Little Green Story, came across as one of the younger brands and had primarily cotton items on display at the show. The garments were, nevertheless, impressive and the brand in general were reassuring for the efforts of the Crockstar label as well.

Although Little Green Story has a deeper range of garments modelled on the website, their focus for the time being is on organic cotton produced in the most environmentally stable way possible. To quote their website: “Little Green Story is for the independent and trendy urban woman with an environmentally conscious mind.” They have experimented with collaborations and recycling vintage fashion in order to stay within the realms of the brand’s vision.

Little Green

In addition to the lovely screenprinted shirts, Little Green Story have produced some edgy t-shirt dresses, some cotton jackets, and the range of products seems on offer seems to be growing rapidly.

Helena Åkesson, the lovely young woman behind the brand, has helped Little Green Story get to this stage and from the looks of thing, she has helped steer the brand through the benchmark third collection and shows no sign of slowing down.

For the moment the brand is available exclusively in Swedish retailers and the label’s online store.Though if our conversation with Ms. Åkesson was any indicator, they will likely be conquering the UK and mainland Europe in the near future.

LGS Shine

The shirts are no bargain (at nearly £50 a pop), but the quality is impressive, the design wonderful, and hey, it’s not exactly kosher but it is ethical baby.

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