Category: LABELS



POPUPSHOP is a fashion driven sustainable design brand that represents a minimalistic Scandinavian style with eye catching details and prints. The label appeals to fashion conscious city women and the collections offer a range of beautiful contemporary design styles as well as loungewear and swimwear.


The SS18 collection draws inspiration from the animal kingdom, boasting images of both jungle animals and sea creatures, and the wild environments they each inhabit. POPUPSHOP’s iconic feline prints permit daunting encounters that are both up-close and personal, yet safely observable from a distance.

The subtle summer palette features a slew of sun-faded neutrals inspired by Mother Nature, such as sage green, pale rose and Cuban sand. The muted color scheme is only amplified by the slightly moodier moonlight blue, reminiscent of a warm summer’s night. The statement sartorial stripes are reinvigorated with new colors and widths, and in both a yarn-dyed and digital print version.

The strength of the SS18 collection lies in the street-meets-elite aesthetic, and the subsequent invitation to mix and match materials and styles to create layers of chic upon casual upon chic. The traditional cuts pave way for a more relaxed and oversized silhouette. Simplicity is at the heart of every piece, and the result is a collection that is not only feminine but also highly versatile. A range that retains the minimalistic and timeless Scandinavian style, with added elements and the highest quality organic materials.

The fabrics used are mostly GOTS-certified Aegean cotton, hand-picked to ensure premium quality. The sustainable UV-safe swimwear is made from recycled plastic bottles, and the digital prints are GOTS labeled guaranteeing that the colors used contain no harmful chemical residues.

Origin: Copenhagen | Since: 2015 | Collection: Women | Website:



For Autumn Winter 2017, People Tree has designed a unique and feminine eight piece capsule collection in conjunction with the Victoria and Albert Museum in London.

Inspired by the 1930’s, this limited edition collection is based on fashionable patterns of the era, celebrating the heritage of the thirties with a contemporary twist. Key to the collection are romantic long and lean shapes with subtle ruffle details. The prints are based on dress fabrics from 1934, originally by the Calico Printer’s Association in Manchester, England and are now held in archive at the V&A Museum.

Seed print story features four designs in 100% organic certified cotton – a ruffle dress, ruffle back shirt, coat dress and wide leg trouser.

Tulip print story features four designs in 100% Tencel® – ruffle back jumpsuit, smock dress, peplum top and maxi skirt. Tencel® is a luxury cellulose fibre made from wood pulp. The fibre production is extremely eco-friendly due to the closed loop manufacturing system used.

All styles of the collaboration are made by Creative Handicrafts, based in India. Founded in 1984, this dynamic organisation helps low income women in the slums of Mumbai achieve economic independence by training and creating jobs.

Delivery in July 2017.

People Tree x V&A_3

People Tree X V&A 2



Fast forward to the Wunderwerk high summer ’17 collection – we love the photography series ‘avant garbage’ by photographer Ymke Jansen. ⠀

Jansen wanted to put sustainable fashion in the spotlight and shot a series for the American online magazine promo mag news, featuring the Wunderwerk High summer 17 collection.

‘My latest shoot was about something that I find very important; world pollution. I used pieces of garbage in some of the pictures and for the clothing I only worked with sustainable brands from small sustainable shops in Amsterdam. I want to make people think about the pollution in this world and change the way we care for our world. I also wanted to give some attention to the sustainable brands that really have the most beautiful pieces.’

wunderwerk ss17 ymke jansen photoshoot wunderwerk ss17 ymke jansen photoshoot wunderwerk ss17 ymke jansen photoshoot wunderwerk ss17 ymke jansen photoshoot wunderwerk ss17 ymke jansen photoshoot


Meet HoodLamb – The Amsterdam-Born Hemp Innovators

Fast fashion gets a bad rep (and rightly so!) from its focus on incessant consumption to its use of cheap labour and materials.

While awareness around these issues is growing, and many brands are taking new measures to address this, some, such as HoodLamb, which have fair ethics and sustainability at their core, are starting to get recognised.

HoodLamb began in the ‘90s in Amsterdam and was seeded by a love for Hemp (no pun intended). Over twenty years ago, HoodLamb’s founder Douglas Mignola moved to The Netherlands from California and set up a store dedicated to all things Hemp. “The jackets came later,” he says.


Yes, HoodLamb’s roots lie firmly in the Amsterdam many tourists dream about, but over the years the brand has reinvented itself and today it focuses on producing slick, sustainable, and incredibly warm jackets.

But before we focus on the jackets, let’s backtrack to the 90s when Douglas, now in his early 20s and far from home, began his business with an instinct “that Hemp was going to be big!”

“I could go on about the benefits of Hemp. There’s no need for pesticides, herbicides or fertilizers, it requires half the amount of water than other agricultural crops, and it enriches, rather than depletes, the soil by shedding its leaves throughout the season.”

Douglas was right; Hemp was going to be big. And while he explains that over the years the brand has toyed with doing other products, the HoodLamb design team, headed by Annemarie Baurdoux, soon realised the material was most suited for jackets.

“It’s one of the strongest and most durable natural fibres available, and it’s sturdy, strong and thick.”

While vegans and environmentalists were quick to catch onto HoodLamb’s work, the brand has also gained popularity from unlikely celebrities such as Snoop Dogg (captured on MTV sporting the jacket while on tour in Germany) and TV celebrity Woody Harrelson.


Today, HoodLamb’s image is high end fashion, but its love for all things sustainable – and Hemp – has remained.

While many brands use nasty chemicals to ensure their jackets are waterproof, HoodLamb uses a water resistant coating made from natural cellulose found in the inner core of the hemp stalk. Further, the inside of each jacket features “fake fur” made from recycled plastic – not only great for the planet, but snuggly and warm.

Beyond making a sustainable product, Douglas believes in sustainable production and chooses to work with factories he trusts to provide safe conditions.


“We only work in the north of China where the air is cleaner and with factories who manage their wastewater well. I was so excited when I first saw a clean wastewater treatment plant” he laughs, “I remember showing it to customers.”

Anyone who works in the fashion industry knows that even an impressive water treatment programme is not exciting to customers, but this goes to show just how much care is given.

However he admits that when you’re small fish in a big pond, trying to do good, it can be difficult to remain competitive.

“We’re just happy there’s growing interest in sustainable fashion. And that stores such as Charlie + Mary are now exposing our brand to a new type of “conscious consumer.”

(Above, a factory worker participating in Fashion Revolutions “Who Made Your Clothes” campaign).
(Above, a factory worker participating in Fashion Revolutions “Who Made Your Clothes” campaign).

While Douglas admits there’s always room for improvement, for example they could choose to use no dye at all, he firmly believes  wearability is also key to sustainability.

“We consider ourselves Hemp innovators and we want to challenge the traditional notion of “sack-looking” Hemp,” he says.

“Our goal is to not only make ethical, sustainable clothing, but clothing that gets worn everyday. We think it’s criminal to leave clothing lying in your wardrobe.”

Images: Blogger Justine wearing Hoodlamb