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Brand to Watch: Instructions +

Posted in Style
by Johanna Andersson on 19 September, 2018

In the world of sustainable fashion, you will find brands that are on very different sides of the ‘sustainability scale’. There are those who do something small, like choosing to include eco-friendly materials in their collections, and those who aim to take full-on responsibility for the entire value chain. Still, there is no such thing as a perfect brand, and it all comes down to better or worse in the end. However, one thing that truly sets them apart is transparency. The amount of insight and information offered says quite a bit about a brand’s ambition and commitment.

This leads us to Instructions +. The Paris-based brand was founded by Sophie Nothnick-Moustafa and Meghna Prakash with the aim to contribute to fashion in a responsible and eco-friendly way. Knowing, we’re sure, that they are not perfect (again, nobody is), they openly share suppliers, production process, and ecological responsibility policy on their site; and this, we believe, is how you show you’re serious. Add to that Sophie’s experience in design and fashion, and Meghna’s international business skills, and we’d say they have a pretty solid base to build from.    

So, after a good read, here’s a few things we’ve found out: Given Meghna’s roots in India, their production is made in close collaboration with a team of women on the Indian countryside, supporting local structures in hopes that it will inject value back into the clothing supply chain and empower the ‘Made in India’ trademark. In order to reduce their waste and carbon footprint, Instructions + has also chosen to work with eco-conscious suppliers – Nordic company Pure Waste being one of them – and keep a limited production.

The collections are mainly crafted from locally sourced, small batch and handwoven Indian fabrics made with natural fibers and dyes, as well as deadstock materials, which works great in their type of production as the process is easily adapted after what’s readily available. (Next step is sourcing organic textiles too). Keeping the designs simple and minimalist – even skipping external details like buttons and zippers – garments are more easily recyclable, and some even biodegradable. The pieces are constructed for inclusiveness and multipurpose use, not even limited by time of year, size or gender. As we like to say: possibilities are endless.

Visit Instructions + here to find out more, and follow them here!



Brand to Watch is our regular dispatch of standout labels merging ethics with aesthetics.

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