Luxury retailer Browns has recently made waves in the fashion industry with the launch of its Conscious category, in partnership with Farfetch. This strategic move aims to raise awareness and promote sustainable fashion, a crucial step towards a more environmentally friendly future.
The Browns Conscious collection, also known as the Conscious Edit, features a carefully curated selection of brands and products that prioritize sustainability. By championing forward-thinking designers and investing in brands that align with conscious values, Browns is setting a new standard for ethical fashion practices. The exclusive capsules showcase renowned sustainable pioneers such as Bode, By Walid, and Ahluwalia Studio, all of which have been labeled with the ‘conscious’ tag on the Browns website.
To ensure that only truly sustainable products are included in the Conscious Edit, Browns uses ethical fashion ratings from reputable sources like Good On You. They also consider materials and certifications that align with their conscious values, guaranteeing that customers can shop with peace of mind.
In addition to the exclusive capsules, Browns has unveiled the first episode in a series of documentaries focusing on the future of fashion. The inaugural episode features Dutch designer Duran Lantink, known for his innovative designs and sustainable practices. Duran worked closely with the Browns buying team to create a collection of 45 pieces made from reworked previous season styles, available exclusively at Browns.
The Conscious initiatives at Browns are just the beginning, with plans to release more documentaries featuring industry voices like Collina Strada and explore collaborations with sustainable organizations like The Bear Scouts. By partnering with Farfetch’s sustainability team and external agency Good on You, Browns is committed to driving change and offering customers more sustainable options.
As Browns celebrates its 50th anniversary and prepares for a new flagship location on Brook Street, the retailer continues to push boundaries and redefine traditional retail. By working with innovative marketplaces and rental businesses, Browns is paving the way for a more conscious approach to fashion. The efforts of Browns’ dedicated buying team, along with their collaborations with external partners, showcase a strong commitment to creating a more sustainable and conscious future for the fashion industry.
To learn more about Browns Conscious and sustainable fashion, visit Browns Fashion and Good On You.
