Good by name, good by nature, Goodone is cozying up with Britain’s largest supermarket to spread the word on ethical fashion. Nin Castle’s four-year-old label teamed up with Tesco this month to launch a capsule collection of clothing, made entirely from surplus jersey, factory offcuts, and other textile waste. Debuting at the end of January, the diffusion line comes on the heels of From Somewhere’s successful run with the grocery chain, proof positive, perhaps, that sustainable fashion is ready to emerge from the fringes and into your shopping cart.
The collection, which includes paneled body-con dresses, leggings, ands skirts, incorporates many of Goodone’s signature color-block styles. Like the From Somewhere line, Goodone’s Tesco pieces will be made by Hirdaramani, a LEED-certified factory group in Sri Lanka.
Goodone’s Tesco line will be made by LEED-certified factory group Hirdaramani in Sri Lanka.
It’s evident that Goodone doesn’t believe in preaching solely to the choir, or restricting its affordability to an elite few. After exhibiting at London Fashion Week’s Estethica showcase for four seasons, Goodone has parlayed its increasing recognition by selling its upcycled wares to Topshop, Yoox, and a raft of international boutiques and retailers.
The general public, however, still regards clothing made from discards with a gimlet eye, which means to woo them, style must always trump substance. Goodone has that part covered. “The team at Goodone has a design method that’s informed by the use of recycled fabrics but not restrained by it,” says Castle, Goodone’s creative director. “With intelligent design, we achieve freedom of aesthetic and a strong look whilst the customer need not realise the garments are made from pre-consumer waste materials until we tell them. ”