Oct 29, 2019 | By Maria Florencia Ameneiros
Jan 08, 2019
By Alexei Cowan
With sustainability high on the agenda for 2019, designers and brands are beginning to re-evaluate their environmental impact with new innovative materials, recycling initiatives and holistic strategies.
One Nine Eight Five is a British homeware brand that celebrates UK manufacturing and uses ethically sourced materials wherever possible.
Founded by Eleanor Nadimi in 2016 and specialising in print and interior textiles, the brand offers seasonal collections from cushions and throws to wall hangings and small accessories. Inspiration comes from film, art and fashion; using bold playful colours and patterns.
The brand originated from Eleanor’s experience of working in the fast fashion industry where she began to question the ‘throwaway’ mindset behind high street chains and consumerism. She decided to set up her own brand with sustainable production and ethical trading as core values without compromising on design in an attempt to close the loop on waste and to help consumers buy better.
“The world is an extremely fragile place. and as time goes by you can clearly see it getting more unstable. I have always been an advocate for recycling and everyone doing their bit, but after working in the fast fashion industry it really hit home that more needs to be done. Seeing first hand what’s required in producing mass volumes of clothing at a phenomenal rate made me stop and question what I was doing. The brand has become an extension of me – my values and morals in my personal life have become core values in my business”
To reduce her carbon footprint Eleanor works with British craftsman as locally as possible whilst ensuring exceptional quality. She also works with one of the last velvet makers in the UK.
The throws are made with recycled cotton, saved from garment making factories, broken down into fibre and re-spun into yarn. It’s then woven, brushed and sewn using traditional techniques in British mills, resulting in incredibly super soft throws. The velvet zip pouches were introduced into the collection as a solution to working with remnants of fabric from their cushion production ensuring minimal waste.
One Nine Eight Five recently collaborated with Selfridges for London Design Festival, where they showcased their sustainable campaign ‘Conscious Creators’, highlighting brands with sustainable and ethical trading.
“I think that the world we live in is extremely precious and everyone has a duty to do their bit in maintaining it especially those who are producing products”.
For more on sustainable homes, read our Eco Innovations: Sustainable Furniture & Lighting report on WGSN Lifestyle & Interiors.
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