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On our minds: Whitetail

Posted in Style
by adakallgren on 5 August, 2015

Margit Peura's decision to swap her job as a gynecologist for full-time fashion studies proved to be a good one.

On our minds is Whitetail, a brand which founder, Estonian-born Margit Peura, initiated as she was struggling to find sustainable clothes she liked. Swapping her job as a gynecologist for full-time fashion studies, Peura graduated from Helsinki Design School in 2014 and founded her longed-for label, led by ethical production, the use of ecological materials and social work in Peru where the alpaca wool used for the collections is sourced from, shortly thereafter. We love the dedication as well as the brand’s most recent collection showcased at Berlin Fashion Week AW15, which clearly demonstrates Peura’s fundamental ethos that consciousness aside, design still comes first. More here

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