This month we are showcasing House of Sunny, a Hackney brand who are advocates and true doers when it comes to acting against fast fashion.
Founded in 2011 by Sunny Williams, the Hackney-based cult label House of Sunny offers independent and affordable essentials for everyday wear with sustainability as its core.
As far as cool brands go, the 70's luxe retro styles, with their playful prints, touch-me textures in dreamy pastel-hued colours are everywhere. Seen on influencers such as Stephanie Broek, Jessie Bush and Lucy Williams, the brand's ethos and pieces have enabled it to amass a less-than-humble Instagram following of 241,000 fans already in its 9 years of business.
I personally came across the brand when I noticed fashionistas wearing the orange overalls (pictured below) on mass. I was mind boggled! How can everyone look so amazing in a god dam fitted bright orange jumpsuit! What witchery tailoring trickery is this? Instantly I thought the designs must come from an overpriced brand based somewhere exotic and sunny like LA, far out of my reach. But no! I was so pleasantly surprised to find out that not only did the brand offer many other incredible designs, but it was affordable and was designed right on my doorstep in East London – plot twist!
Not only are the designs beautiful, wearable, and affordable (ok I am actually in love) - but they are also sustainable too … winning! The label prides itself on producing two seasonal collections a year for a slower fashion approach to manufacturing and are committed to creating quality garments, which last and can be worn season after season. Their sustainability practices do not stop there. The brand chooses to not work with any animal products and all their garment bags are 100% biodegradable. Furthermore two styles from VOL.15 – SS’20 are made from recycled polyester (plastic bottles in fact!).
For their latest season they have chosen to avoid print placements to save on fabric wastage. The brand understands the importance of minimising their negative impact on the climate, so where possible they consider all logistics and transportations of goods, choosing slower but less impactful methods always. Being online the brand uses 30% less energy than a retail space and their aim is to avoid wastage, so they recycle or donate their textile scraps and samples whenever possible. How and where they make their product matters too. To ensure there is no unfair or dangerous labour that goes into making their clothes, they screen all their suppliers to meet their health and safety standards. Their sustainability core does not stop postproduction, they also only work with partners and suppliers who share a common vision of sustainability, accountability, and transparency. Just a few reasons why we love them!
Here are a few of our favourite styles from their latest collection.
Visit the House of Sunny website here to find out more : www.houseofsunny.co.uk/
or follow them on instagram @houseofsunny