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Case Study
Sustainable fashion brand launch and management
Project: Launching a sustainable fashion brand made from upcycled textiles
Sector: Ethical fashion, circular Economy, sustainable design
Ambition
We had a simple but bold idea: to upcycle unwanted garments and discarded textiles into ready-to-wear fashion for professional women.With £4K funding from the UnldAwards, we launched Amoosi, collaborating with six talented designers to create a new season of clothing alongside upcycled leather bags and accessories.
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Our goal was to reduce waste going to landfill back in 2012 and to provide fairer labour conditions in a fashion industry notorious for exploitation. We wanted to prove that paying a fair price for fashion and upcycling could make a difference, even if it meant tighter profit margins.
Action
Amoosi’s collections reached some exciting places: a stand at London Fashion Week’s Alternative Zone, featured in a Covent Garden boutique, and showcased at multiple eco-fashion events across London.
Together with my business partner, Jessica Sherlock, we steered Amoosi’s journey while balancing full-time jobs and limited resources. We envisioned partnering with large retailers, transforming their fabric offcuts into beautiful new collections to scale sustainably.
Impact
Our vision sparked conversations. We spoke on green fashion at the London College of Fashion and were guided by an influential board of six people who helped guide our early steps. But despite our passion and hard work, slim profit margins and the realities of running alongside full-time work meant we eventually ran out of steam.
Still, Amoosi stands as a proud project, showing the power of creativity and conscience in fashion. A decade later, the fashion industry’s challenges persist, driven by fast trends and mass consumption, but our little venture remains a hopeful example of doing things differently.
What I did
Brand strategy
Audience research
Events marketing
Website concept
Photography (creative direction)
Collections (creative direction)
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Brand creation
I developed a brand and marketing proposal and commissioned a local design agency to design a logo, working closely with a couple of photographers to capture the essence of the brand.
Creating a visual world
As part of the brand strategy, we saw photography as a key tool to make ethical fashion feel aspirational and accessible, to bring conscious style to a wider audience.
Making a statement for ethical fashion
Inspired by some unwanted wedding gowns donated to amoosi, we commisioned fashion sculptor 'Lone Sigurdson' of ethical, wearable art to create a piece of design that would reflect the future of sustainable design.
Lone had sculpted a series of Plasticine sculptures for Nick Knight and Showstudio, and Vidal Sassoon, for whom she designed and created sculpted body pieces and dresses. The sculpture was exhibited at the Nissan Cube Store, East London’s latest conceptual, pop-up event space, ‘Design Inspirations’ entitled "Redesigning Life". Former head of the Cultural Strategy Group for London.
Photography: Andrew Atkinson Make-up: Natasha Daniel
Model: Rachael Williams Styling: Lone Sigurdson / Alison Willoughby / Nina Flowers
An enduring inspiration and co-founder of Amoosi
From London Fashion Week to the iconic Neil's yard in Covent garden, we took Amoosi to professional women who cared about what their clothes were made from and who made them.
In memory of my beautiful friend and soul, and then inspirational business partner,
Jessica Sherlock (1980 - 2023).
