As I'm specializing in knitwear, I decided to create a range of classic knitwear for a sub-brand of ASOS ( ASOS CLASSIKNITS).
I chose ASOS because I think they have the power to influence consumers that environmentally-friendly fashion is acceptable/cool. The consumers also trust the ASOS brand so they won't be afraid to buy something from a new collection.
The collection will include classic pieces such as a little black dress, a smart blazer jacket, a pencil skirt, a white shirt, a cardigan ETC... and will all be knitted from 100% British wool/cashmere, ethically and locally sourced (from Yorkshire - www.izzylane.com/ ). The knitwear will be extremely high quality and reinforced with E-leather trims (recycled leather - http://www.eleatherltd.com/) for added strength. I am also using reclaimed, vintage, leather buttons which I bought from Ebay for added interest and detail.
The idea is that these garments DO NOT follow trends BUT will always be in fashion, as they are classic designs which always look good, are comfortable, versatile and will last the wearer a life time therefore dramatically increasing the time in which the garment is destined for landfill and therefore decreasing environmental impact.
Below are the Customer Profile, Mood Board and Fabric Board which I created to inspire the design development of my collection (which I will be working on for the next 4 weeks). #
As you can imagine, the sheep received lots of attention.... hehe :)
All work © Julia Handley 3/3/11