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Haute Mama Jones

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Organic or conventional? When it comes to the environment I have two halves. One half rolls my eyes with contempt at anything remotely new-agey or hippyish. I’ve even rolled my eyes at yoga (sorry!) or the idea that if something is ‘vegetarian’ automatically equates to good health (potato chips, ahem, vegetarian).  The other  half, abhorred by the mere mention of social irresponsibility… how evil can one be for not believing the reality of global warming?

The days of organic clothes that look best worn with clogs are soon becoming a distant memory. More and more designers are coming up with great clothing that doesn’t look like your traditional granola eco-savvy threads. Rani Jones, a British design duo Rani Patel and Lucy Jones met up whilst working at a high street clothing designer, and decided to go out on their own after seeing how clothing is sourced in fast fashion. They wanted to come up with something chic and more soicallly aware. They use an in house sustainablity consultant to help select the most ethical materials, and they produce thier line in the UK. Rani Jones’s certainly a covetable line of luxurious fashion. And that they’ve kept their vision without caving to what they think a eco-consious woman would want to dress like. Their line isn’t on the safe side at all, very experessive with bold countours and beautiful fabrics…So much for catering to both sides of my eco-personality.

I want to be socially responsible, I just don’t want to look like it. Or go to yoga class.

RaniJones.com

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Discussion

11 comments for “Haute Mama Jones”

  1. Great post - we need more like these!
    The fair-trade/ecological fashion company I work for, People Tree, are also becoming super chic. And yes, i agree - i don’t like anything that looks remotely hippy-ish.
    x

    Posted by sapphire | April 20, 2009, 6:22 am
  2. Such great shapes and colors! I agree completely: It’s refreshing to see more stylish, less crunchy-granola designs made from organic materials.

    Posted by Sal | April 20, 2009, 7:17 am
  3. These clothes are gorgeous! I’m glad that sustainable clothes are getting so much better. I’ve volunteered at a couple of eco-friendly fashion shows and there’s always a couple pieces I really wish I could take home.

    Posted by Meg | April 20, 2009, 9:07 am
  4. What gorgeous clothes.

    It seems that eco designers are increasingly producing more fashionable lines, which is great. Just because you want to be eco friendly doesn’t mean you want to dress in sackcloth!

    Posted by Retro Chick | April 20, 2009, 9:56 am
  5. i love that cropped black jacket!

    i’m interested to know more about other organic / ethically-conscious + well-styled design houses…

    Posted by violetville | April 20, 2009, 10:47 am
  6. This is a wonderful, wonderful line to see. Like you, and the above bloggers, I love the idea of eco-friendly & sustainable clothing, but even a few short years ago, it was so hard to find. It’s magnificent that so many indie designers are taking it on to create clothes that are beautiful, sculptural, and unique AND better for the earth.

    Posted by Ashe Mischief | April 20, 2009, 12:58 pm
  7. Wow, such incredible shapes! You don’t normally expect to see such clean line from eco clothes. I love it! x

    Posted by Frankie - Swell Vintage | April 20, 2009, 2:30 pm
  8. mmm… the best adjective I can come up with is “neat”!

    Posted by Freya | April 21, 2009, 12:58 am
  9. oh gosh, i’m really glad you like the line, i really like it too… it’s really unusual…

    ashe, tell me about it even six months ago it was harder. i was really shocked by all the boutiques that sprung lately.

    violetville, i’m working on it!

    Posted by jennine | April 21, 2009, 1:06 am
  10. Oh my gosh I love this. Yes eco-fashion gets a bad design rap, but this blows that stereotype out of the water.

    Posted by alixrose | April 21, 2009, 2:48 pm
  11. These look great and I like that they are seeking more sustainable materials, but I wonder exactly how they produce the vibrant colors on their clothing - do they use environmentally sound dyes? I’ve heard that many “eco” lines aren’t actually b/c to produce saturated colors, you must use harsh, synthetic chemicals.

    Posted by MizzJ | April 25, 2009, 3:08 pm

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