Friend of the Earth®: Brazilian brands participated in Pure London

Women’s fashion and accessories brands Natural Cotton Color, Trópicca, Celeste, Demodê and Crina were present at the Pure London event, as part of the group chosen for the Friend of the Earth® stand, an initiative that certifies and promotes sustainable companies. The five Brazilian companies are part of Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) — carried out through a partnership between ApexBrasil (Brazilian Trade and Investment Promotion Agency) and Abit (Brazilian Textile and Apparel Industry Association).

The Friend of the Earth® program has as its main objective the protection of ecosystems and that is why it has developed specific certifications for different sectors of the industry. Certification for sustainable textiles and fashion includes clothing and fabrics that originate from project-certified agricultural producers, others are recycled or recycled. The products are produced respecting the environment and workers. The Friend of the Earth® criteria for Sustainable Fashion require, for example, a social and environmental management system, protection of wild flora and fauna, proper management of water resources, waste and energy management and social responsibility.

Paolo Bray, founder and director of Friend of the Earth points out that certified brands have undergone a transparent third-party audit, based on strict environmental and social responsibility requirements. According to him, the project gives back to nature by supporting conservation projects in more than 40 countries. “It is with great pleasure that Friend of the Earth® brings its project and message to a more sustainable fashion system at Pure London, we look forward to new UK and international brands joining, taking advantage of our networking and promotional services and becoming part of from the program.”

Pure London is the main fashion fair in the United Kingdom and gathered between the 16^th and 18^th of July in London, great designers, brands and international buyers. The event takes place twice a year and is focused on women’s fashion, footwear and accessories and brings together an average of 12,000 participants in each edition.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works together with companies in the textile and apparel sector in the development of strategies to conquer the global market. Over 20 years, it has already helped around 1600 brands to enter the export trail, winning US$ 9 billion in business. The Program is carried out through a partnership between Abit (Brazilian Textile and Apparel Industry Association) and ApexBrasil (Brazilian Trade and Investment Promotion Agency.