Green This Season MAGAZINE April 2013; Issue No.

EDITORS letter
In this Edition we wanted to focus on the London Green Fashion Scene. When it comes to Fashion London cant be left out. Its known as one of the best places for trends-watchers to check out the latest (street) fashion.

ere at greenthisseason.com we love Individuality in Fashion. And of course thinking of London, London has always had a bit of an individual and rebellious edge to it. Remember the days of Punk, Rock, New Urban Art Scene, The New Romantics? Fashion is and really should always be about individuality. In this edition well be featuring some women that understand that! Read the Interview we had with the lovely Noorin Khamisani, owner and designer of Outsider Fashion. I am a big fan of the Outsider label. Its one of those labels that just gets it; they make beautiful Fashion that you can wear in any situation. As Noorin says in the interview: These days it seems we are always in a hurry to get from one place to another and we dont have time to get changed between work and a party in the evening, so our clothes have to work harder for us. Doesnt that just make sense? At least a couple of times a week I find myself in a situation where I wish I had another outfit with me because I have to attend a meeting where a different attire would be more appropriate. And of course if we talk about London we have to mention Dame Vivienne Westwood. One of my personal favorites when it comes to

Like our first issue this issue too is the result of a wonderful collaboration with some fantastic people. People that have dedicated their time to create visuals, graphics, animations, photography, write articles, brainstorm and much more to bring you this wonderful magazine. We hope you will enjoy it. Share your thought with us on Facebook, wed love to hear from you.

Donna

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fashion. A designers that is all about individuality, fashion, consciousness, a political activist and environmentalist. A rebel really. Jo-Ann, has written a wonderful article about her. Its our ode to Vivienne.

style CONTENT
2 EDITORS LETTER NOORIN 5-10 interview: KHAMISANI
green scene according to 12 the NOORIN KHAMISANI

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WE COULD BE HEROES THANK YOU FASHION SUPERHEROES

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GREEN LONDON 28 A CITY TOUR

29 VIVE LA VIVIENNE

GREEN THIS SEASON TEAM EDITOR IN CHIEF Donna Darthuizen CREATIVE DIRECTION Polona Javornik GRAPHICS Pikapokadesign.com PR & Press inquiries for donnadonella.com via CreamPR.nl

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eet Noorin: she finds inspiration everywhere and values sustainability first when it comes to her design process. Her brand, Outsider, shares our philosophy at Green This Season of not following trends and making your own rules when it comes to fashion. Obsessed with fabric, Noorin considers ethical sourcing a necessity and aims to keep designing pieces that are smart and versatile with hopes of one day setting up shop.

It just takes one difference.- Noorin

to make a

HOW DO YOU APPROACH YOUR DESIGN PROCESS?

Fabric sourcing is my starting point, l only work with luxurious organic or sustainable fabrics; this is to minimize the impact on the enviroment right from the start of the design. I then begin designing styles, I always have in mind the key items women need and I want to show the fabric off through the cut of the final item. I am obsessed with fabrics so when people comment on the quality and feel of the fabrics I know I have done a good job. There is a difference between a wool blend you find on the high street and the 100% organic merino wool suiting I have sourced from an ecological mill in Italy you might not even realize by just looking at it but when you feel it people know quality. I do not follow trends; at most I aim for a gentle nod to trends and a timeless feel so my designs can be worn season after season.

trends; at most I aim for a gentle nod to trends and a timeless feel so my designs can be worn season after season.

Green This Season MAGAZINE april 2013

I do not follow

WHAT INSPIRES YOU TO DESIGN?

Everything I see, people in the street, exhibitions, films, books, landscapes it all comes together even if just in the feel of the work its not always obvious where the inspiration has come from.

WHO ARE YOUR FAVORITE DESIGERS?

What do you like about their brands?
There are many but I really admire Howies and People Tree both have pushed boundaries in terms of ethical and sustainable ways of working. Purely on aesthetics I love Margaret Howell and APC- they make classic long lasting garments which can be viewed as a sustainable approach too.

functional, beautiful, long-lasting

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WHAT IS YOUR DESIGN PHILOSOPHY?

I am quite a hands-on designer, I draw and pattern cut to develop my designs, which are informed by the fabric. I want my designs to be functional, beautiful and to stand the test of time.

WHAT ARE YOUR FAVORITE PIECES? AND WHY WOULD YOU PICK THESE?
My favourite items from my collection are the fitted shirt dress and the satin detail trousers, they are the two styles I wear the most and save me from those I dont know what to wear moments. The Fitted shirt dress in organic cotton is smart enough for meetings without being too formal; the pocket in the side seams is really handy too. The satin detail trousers are made from 100% merino wool from happy sheep in New Zealand, its super soft to touch and machine washable so really easy to maintain. Again these are smart enough for a meeting when worn with a silk tank but equally look great with a slogan t-shirt for a more casual look.

WHAT DRIVES THE VERSATILITY IN YOUR COLLECTIONS?

My own life, these days it seems we are always in a hurry to get from one place to another and we dont have time to get changed between work and a party in the evening, so our clothes have to work harder for us. I also like the idea that if a dress is versatile enough to fulfill both your work and evening needs, you can buy less and buy better.

I also like the idea that if a dress is versatile enough to fulfill both your work and evening needs, you can buy less and buy better.

Green This Season MAGAZINE april 2013

WHAT DID YOU TAKE AWAY FROM YOUR TIME IN NEW YORK?
You have to call trousers pants! I was also very lucky to work with one of my design heroes Susan Cianciolo, she was working in an ethical and sustainable way before those terms were ever used. She taught me about taking your own path and not needing to just stick to the rules which can be very challenging when working in fashion.

WHAT COMES FIRST: THE DESIGN OR THE TREND?

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Design, cut and style the trends which can be a fun addition but never the motivation otherwise you end up looking like every other label looking at the trends forecasted, which is why so many shops look the same.

WHAT INSPIRES YOU TO BE SUSTAINABLE?

Is sustainability a necessity or a luxury?
Everyday life makes me feel that sustainability is crucial to being a responsible citizen of the world. Even buying Fairtrade organic tea can make a difference.

As our resources are finite sustainability is clearly a necessity we just need to all take responsibility for our choices. It certainly isnt easy, but we can all do something and I think that is really inspiring. By choosing to buy a product made in a better way we can support the people involved in making the products we consume.

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WITH YOUR INSIGHT INTO FACTORY CONDITIONS AND EMERGING MARKETS, WHICH HUMAN RIGHTS GROUPS OR FAIR LABOR ASSOCIATIONS DO YOU FIND TO BE MOST INSPIRING?
The Soil Association and Greenpeace are doing a lot of great work raising public awareness about the many complex issues in fabric and garment production. The Soil Association have their Have you cottoned on yet? Campaign to raise awareness of organic cotton and the Greenpeace Detox campaign has been really influential and made a lot of conventional brands think about their impact. Labour Behind the Label is also doing amazing work highlighting the plight of factory workers and encouraging the public to get involved.

WHERE DO YOU SEE YOURSELF TAKING OUTSIDER?

We are carrying on doing what we do best: essential dressesbut I am also working on some new products and potentially a bricks & mortar boutiquewatch this space!

Green This Season MAGAZINE april 2013

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Green This Season MAGAZINE april 2013

White Double Pleat Neck Shirt Dress.

A Special Offer you can take advantage of now. Use the code: OUTSIDER and receive 15% discount on this beautiful White Double Pleat Neck Shirt Dress. Pleats from the neck are fixed at the waist to create flattering fullness. Pull in at the waist with the matching obi-style belt to create a modern silhouette.

This offer is valid until Monday May 20th. 2013

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NOORIN KHAMISANI
WHAT ARE THE MUST SEES AND MUST DOS WHEN WE VISIT LONDON? London is so much fun! There are so many things to see, but here are a few recommendations: WHAT IS YOUR FAVORITE WAY TO DINE OUT IN LONDON?
Daylesford Organic Caf in London is fabulous but even better is driving out to the Daylesford Farm Caf in The Cotswolds, its as fresh and organic as it gets. like stepping back in time and the best place to see one of Shakespeares masterpieces

The Globe Theatre

Kew gardens
great for a sunny day out
perfect for a lazy Sunday brunch followed by a walk around the independent shops.
Green This Season MAGAZINE april 2013

WHICH PARK IS THE MOST APPEALING?

Hampstead Heath and Kenwood House are great for exploring and getting lost.

Crouch end Shop

WHAT IS THE BEST WAY TO SEE THE CITY (IN TERMS OF TRANSPORT)?
The bus because you can spot all sorts of cool shops and cafs as you ride around, you miss it all on the tube.

Heretoday Heretomorrow gorgeous studio shop which stocks Outsider and other inspiring sustainable designers

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Blouse Organic Illuminati Cotton. 135

COULD

HE

D BE

EROES

Van Markoviec Overall. Certified Organic Japanese Cotton. 170 Leia Cardigan, Soybean and Cashmere 170 Handmade Bracelets Tangelo Tree 79, p.p.

Milde Straight Dress Organic Cotton and Peace Silk 165 Deepmello Rhubarb leather Clutch 169

ANNE GORKE Vodkatine Dress 100% Organic Cotton 369.00

Elise Ballegeer Inverted dart Dress, 70% Modal 30% Polyester 298

Brianna Jacket 63% polyester, 32% viscose 309 Basma Pants 63% polyester, 32% viscose 159 Van Markoviec Body 79

Van Markoviec Balloon Dress 100% Organic Cotton 89

ANNE GORKE Whiskey Sour Coat, 100% Organic Cotton 429 Little Black dress 100% Certified Fairtrade Organic Cotton 129

Laure Paschoud Blouse, Organic Cotton and Natural Wool 217 Pants 100% Organic Cotton 55

Blouse 100% Illuminati Cotton 135 Van Markoviec Pants 100% Certified Organic Japanese Cotton 179

Elise Ballegeer Bilateral dress, Pure Silk 289

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A BIG THANK YOU, to You the real Fashion Superheroes. Remember the days when it was Cool to wear big labels, branded Clothing, the bigger the designers name on your Tshirt or Bag, the better. And do you also remember that back in the day we just didnt think about how it was made or where it was produced?
As consumers weve had some rough years. Over the years weve been pushed into one direction; consume, consume, consume and we had to do it at rapid speed. Well our planet is showing sever signs of wear and tear.

Green This Season MAGAZINE april 2013

our planet is showing sever signs of wear and tear.

Our (over)consumption and mass production have pushed us to the point where we can no longer neglect the effects of our actions and slowly but surely, the times they are changing. Its no longer Cool to follow the masses and thats a good thing. Its good that were becoming more aware of the fact that we are all individuals and we will not be dominated by mass marketing campaigns telling us what we should wear and when. You, the New Fashion consumer, are conscious. You know how to make the right choices. And besides your own well-being, you have the wellbeing of our planet in mind; you understand the Bigger picture. And when it comes to Fashion, you my conscious Friend, are a Fashion Superhero. Your conscious Fashion purchases have already pushed many (big) fashion retailers into looking at their production line. Have you noticed how companies are struggling to get their CSR (Corporate Social Responsibility) in place and have you noticed how they are using it now as a marketing tool, to show how good they are? Well we just thought it was appropriate to say Thank you! Because it is due to your actions that there are significant positive changes happening in the Fashion Industry. You are a Fashion Superhero because your conscious No more toxic clothing, no more exploitation of people, no more child labor, no-more toxic chemicals, no more mass production, no more abusing our Natural Resources. actions of buying Green Fashion, your actions, have resulted in these changes. You have to realize that you have the power to change an entire industry and you are doing it.

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We are Fashion Superheroes and were changing the Fashion Industry like nobodies business

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GOLIA N O N EM

HM AS
ERE

Buy yours NOW

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A GREEN LONDON City Tour

London is one of the Fashion capitals of the world and has a lot to offer when it comes to Conscious Green Independent Fashion designers, like Outsider Fashion. But there is so much more to London, take for example all the Green Initiatives that have been set up over the past years. Featuring London in this month issue of Green this season weve decided to take a look at what would be the best to discover the Green part of the city. Well guess what, weve found a Superb Green Tour for you, The Cutting Edge Green Tour! If you get a chance you should really check it out; The Cutting Edge Green Tour. The tour is the creation of Cate Trotter - an eco-design graduate and ethical marketeer who is not only a Green Guide, but also runs a trend analysis and innovation consultancy, Insider Trends. The tour last a good 3 hours and is great way to explore and experience the greener side of the city; quirky restaurants, futuristic architecture, inspirational communities and much more during what is described as an unforgettable trip. The Green Tour covers over 20 stops and highlights include: Visiting the site that kick-started Londons network of sustainable businesses. Seeing the worlds first building with integrated wind turbines.

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Tours can be booked through www.insider-london.co.uk Check the site to book your tour(s), get some insider info and check the reviews.

If you go to London and join this city tour, wed love to hear from you. Share your story with us. The best story will be featured on our Blog. We look forward to hearing from you. Find us on Twitter and Facebook.

Green This Season MAGAZINE april 2013

Learning about the green features of icons such as the London Eye and the Gherkin. Seeing the first electric car charging point in London, and learning about the capitals Ambitious sustainable transport plans. Discovering a range of groundbreaking eco-hotels, including the Savoys impressive eco-refit and exploring the largest, healthiest community in London.

The tour has been praised for being a great new way to explore the city. Londoners love getting a fresh view of their hometown, while foreign visitors find the tours are a great way to orientate them in the city.

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Walk down your local high street today. Whether you are in London, Paris, Amsterdam or even New York; I guarantee you one thing. A plethora of women wearing massproduced fashion. Fashion purchased with little thought other than price, and what is currently in vogue. Even I am guilty of this, often drawn in by the seduction of this seasons must-have-purchase at a bargain price. But where is the true fun in that? e oos h c What has happened to the s, joy in finding that one-off, head-turning statement piece that makes us feel truly fabulous as we walk down the street? And what if that very action was also helping the earth, and benefiting the workers who made it?
le s
Green This Season MAGAZINE april 2013

Her designs, whether inspired by the 1970s punk era, fetishism or New Romanticism are all made to be that eclectic, statement piece in your wardrobe; to be well-considered, thoughtful and environmentally-conscious. Westwoods clothes and accessories are designed to be as least damaging to the earth and its inhabitants as possible, and most importantly they are designed to well ,m ak last.

t las it

Buy less, choose well, make it last. This is Westwoods latest mantra, and one which we should all try to adhere to.

So, in this vein, I set you a challenge. Recycle your unwanted clothes, dont throw them away. Buy new items for your wardrobe that will be an investment, not merely a one trend fling. Next pay-day, make a difference by buying an exciting, original piece of sustainable clothing, strut your stuff with your head held high and make that purchase truly count.

Buy

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Buy yours NOW

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Fairtrade Organic Cotton

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save your world

The modern Fashion Superhero knows that capes and skintight latex are So Last Season. Pull on your eco-costume and let your smart, conscious and fabulous alter-ego shine through!
Green This Season MAGAZINE april 2013

Our greenthisseason.com community is leading the way.

Join our Fashion Superheroes community and share your super Eco attitude with your friends and invite them to join us on facebook.

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Buy yours NOW 4 4 4

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Greenthisseason.com is an online sales platform, web shop, which represents International Independent Green Fashion designers. We sell and promote green Fashion. Are you an independent Fashion designer that makes a Great Green Fashion Collection? And would you like to sell your collection via our web shop? Send an email with your look book(s) to: green[at]greenthisseason.com subject: independent designer

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