12 Degrees of Sustainable Denim

Eco Age hosts Denimation in celebration of their favourite fabric

12 Degrees of Ethical Fashion at Eco - We speak to Livia Firth about what we should be wearing and why it makes a difference


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On Friday 24th from 10-3pm at Eco Age sustainable denim comes out of the closet. “We’re dubbing this day DENIMATION in celebration of our favourite fabric,” says Livia Firth.

“This is the latest installment of our 12 step programme towards the perfect ethical wardrobe, and we have a panoply of beautiful jeans in a host of cuts and washes that do not cost the earth.”

To complement the denim they have selected a range of must- have ethical basics - tees, dresses and tops.

“We’d love you to drop in and experience the superior fit, cut and look of the very best ethical denim labels - these are the jeans and tees that you can wear with absolute pride and confidence.

“Because we believe conscious fashion is all about looking fantastic too, we’ve come up with a unique programme for 24 April;

10 – 11am: Get the organic cotton bug. Experts from the Environmental Justice Foundation (EJF) on why wearing organic makes a difference.

11am to 2pm: Get the perfect denim fit. Jo Jones, Observer Fashion editor, will be on hand to advise on which cuts to wear and how, whatever your shape.

11am to 3pm: Get a denim tattoo. Award winning, new-wave embroidery designer, Eleanor Feddon will be in store to exclusively customise your sustainable jeans with a bespoke design.

More info at www.eco-age.com Eco Age, 213 Chiswick High Road, W4 2DW


April 3, 2009