At Annie Officiel, we believe that solving the question of consumerism is one of the biggest issues the environmental movement faces. The fashion industry operates at a break-neck pace, with some brands introducing new collections every week, unworn, trend-led styles often being incinerated, or disposed of when they aren’t purchased. Today, we shop 400% more than we did in the late 20th century(True Cost, documentary film 2015), this can be attributed to the speed that trend cycles go through, thanks in part to social media. The speed at which consumers are demanding new products has created a disconnect in the understanding of the value of clothes, which has not only decreased the quality and longevity of clothing, it has also driven the demand for cheap labour, causing human rights issues such as the Rana Plaza disaster. The fashion industry has learned to capitalise on our insecurities, which drives the sale of trend-led pieces, yet wardrobes that beg the universally relatable feeling of “having nothing to wear”.
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At Annie Officiel, we fervently believe that investing in garments that stand the test of time is an essential pillar of sustainability. Certain styles are universally flattering to the female form, and have stood up to the shifting demands of consumers. Building wardrobes that we can rely on is empowering in a world that is designed to make us feel bad about ourselves. We have dedicated unwavering attention to creating collections that offer people the ability to buy less, but better. We have deliberately designed versatile products, and encourage you to consider how they will work alongside other pieces already in your wardrobe.
We have made every effort to produce garments that are not only trendless, but are made to last through dedication to quality production, which is why we chose to have all of our products made in the UK. Britain has a long and tapestried heritage of craft and garment production, yet this history is being eroded by the cheapening of clothing; the increased demand for near disposable products, often sourced from unregulated factories. We believe in preserving this skill, often passed on through family businesses, generation after generation, as it ensures not only the quality of life for the people behind our clothing, but also the important legacy of craft in Britain.
We have made every effort to produce garments that are not only trendless, but are made to last through dedication to quality production, which is why we chose to have all of our products made in the UK. Britain has a long and tapestried heritage of craft and garment production, yet this history is being eroded by the cheapening of clothing; the increased demand for near disposable products, often sourced from unregulated factories. We believe in preserving this skill, often passed on through family businesses, generation after generation, as it ensures not only the quality of life for the people behind our clothing, but also the important legacy of craft in Britain.
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Sustainability is an evasive and complex topic, ever evolving and richly storied. Our actions are a small part of a much larger journey, one that we’re just at the beginning of.