Eco-friendly clothing label from Copenhagen, Gritt & Borris, created by a couple, reflects their mutual pursuit for a greener fashion industry and ethos of minimising fashion's environmental footprint.
By Hanna-Amanda Pant
Read MoreBy Signe: A Danish Brand + Women As Artwork
By Signe is a Danish fashion brand dedicated to catering honest and feminine easywear for the independent and creative woman in a modern society. By Signe stands out not only by its clean candy-coated aesthetics and having the whole honest production process from A to Z taking place under one roof, but also seeing women as artwork that should only be wrapped in the dearest delicate comfort...
By Signe Lookbook AW16.
How would you classify the woman By Signe is meant for?
Actually, describing a muse like this is a bit unnatural for me, because I never wish to exclude or discriminate. But I am inspired by natural women who are more art than beauty. I am inspired by independent and creative women, and I wish to create healthy and comfortable garments for the natural woman in a modern society.
By Signe Lookbook AW16.
What was the main catalyst leading you to create a sustainable brand?
I have a huge conscience, so when creating the brand, it was essential for me to create a product that I could vouch for 100 per cent. [I was motivated by the concern that] the fashion industry is one of the most polluting in the world. By setting up my own production in-house, I wish to prove that it is possible to combine design and handcraft based on ethical principles, in order to create a deeper dimension of honesty and soul behind the brand in today’s industry.
"I am inspired by natural women who are more art than beauty."
By Signe Lookbook AW16.
What are your personal tips for looking good, but consuming less?
I would encourage the consumers to build a beautiful basic wardrobe of organic clothing. These garments, if chosen well, should be long-lasting and live through several seasons. Also, I would ask everyone to recycle and donate instead of throwing anything away.
How does By Signe stand out from other responsible fashion brands out there?
By Signe definitely stands out for having gathered the entire design process under one roof. Our creative studio is located in extension of our production — cutting, finishing and packaging area. This ensures full control of all parameters and the required quality of the entire process.
Our in-house Danish production ensures absolute ethical security in a non-discriminating, healthy and safe environment. We cover everything around the garment sustainably too, such as size and care labels, which are handprinted on organic cotton. All sewing thread is made from organic cotton. Hangtags, printed material and packaging are made from recycled and recyclable paper.
"I wish to prove that it is possible to combine design and handcraft based on ethical principles, in order to create a deeper dimension of honesty and soul behind the brand in today’s industry."
By Signe Lookbook AW16.
Your branding is sophisticated, yet simple and unique. Where did you take inspiration for Creative Direction for Signe?
My own personal aesthetics are directly reflected in the visual profile of the brand. This comes from constantly being open for inspiration and developing it over time. I find inspiration mostly from old books, poetry, photography and travel, and I combine this with my passion for luxurious soft organic materials and comfort.
By Signe Production Studio.
"I find inspiration mostly from old books, poetry, photography and travel, and I combine this with my passion for luxurious soft organic materials and comfort."
If you could make one major change in the fashion industry today, what would it be?
This could be really abstract, as my first priority would be to make sure that everyone involved in the entire industry is treated well. It would include many more larger changes, obviously, as all is connected. We strive for all fabrics to be organic and certified by The Global Organic Textile Standard (GOTS) which is recognised as the world's leading processing standard for textiles made from organic fibres. GOTS defines high-level environmental criteria along the entire organic textiles supply chain, and requires compliance with social criteria as well, such as freely chosen employment, no child labour, safe and hygienic working conditions, payment of living wages and reasonable working hours.