Sustainable Fashion Is Now The New Luxury - Amendi
A new contemporary brand created in Göteborg, Sweden by married couple Andreas & Julia Åhrman. The name “AMENDI” is a moniker for amendments which means: progression, correction, or improvement. We do not just want to make clothes you can love and trust, we want to do our part to fix what’s broken in our global communities.
When this package arrived, the entirely brown paper potato-like packing with the Amendi logo on the front made it clear that this brand cares about the environment as well as sustainability in fashion and is not afraid to show it.
The brand, named AMENDI, a sobriquet for “amendments,” will include a state-of-the-art “Fabrication Facts” tag on every garment. The tag, inspired by the Nutrition Facts tags on groceries, will detail information from water usage and data like cost and margin breakdowns, and an estimated number of people involved in harvesting raw material, production, and delivery.
The ÅKE natural white jeans were true to size and were comfortable enough to wear through the house while working from home. The matching ÅKE white denim jacket was the same. The feel of the fabric was spot, soft but still durable textures that educate it made to last. This outfit is my first double denim outfit in for in 10 years, and because of Amendi, I am now very convinced that sustainable fashion is here and is here to stay! The Fabrication Facts tag will be the first of its kind in the industry and is an attempt to evolve the conversation around sustainability.
“Instead of empty marketing promises we pledge to be open and honest, and maintain a vigilant commitment to constant improvement. Through responsible sourcing guided by certifications, common-sense supply chain organization, transparency, and in-depth traceability features, we want to set the new minimum standard for the fashion industry.”
Please see the entire spring-summer collection here.
