Eco chic gets urban re-fit
New label Humanitee looks set to re-interpret the current environmentally friendly clothing boom for the hip urban market.
Humanitee, the brainchild of Peter Abbott - whose resumé boasts key roles at Diana Ferrari, Rivers, Jag and Colorado as well as a successful consultancy business - will launch to market and mainstream media in September this year.
Abbott said the range would initially focus on women's and men's clothing, featuring around 35 pieces across both, including T-shirts, singlets and tank tops priced around $39 to $49, organic denims priced around $99 to $120 and a range of co-ordinated basics.
"I've been inspired by an idea similar to [designer] Donna Karan's 'seven easy pieces', so we're talking about basics through to a 'dress-casual' look and classics with a twist that can be mixed and matched and will travel easily," he said.
Manufactured from sustainable fibres including bamboo and organic cotton, the range featured crisp shirting, voluminous blouses and easy modern denim in a contemporary palette.
A key point of difference was that the garments were made in India by a manufacturer with a reputation for environmental and corporate and social responsibility.
"There is full documentation for every process used and this particular manufacturer also pays for a school in the area and helps fund sight restoring operations locally," he said.
Abbott had shown Humanitee at trade fair Texworld Paris in February, garnering strong interest from UK and Japanese buyers. Meanwhile current showings in Australia had secured interest from both major retailers and independent boutiques countrywide.
"I think retailers are really responding to demand from consumers, which is now gaining momentum," he said, adding Humanitee's unique selling point within the growing 'eco' fashion market would be its edgy urban styling.
"Increasingly people want to do what they can for the environment, but they want to do it and at the same time not look like a hippy." Longer term plans would see the brand expand its horizons, he said.
"Ultimately I see this as a full lifestyle brand covering childrenswear, homewares and a range of other categories."
And while it was too early to theorise about a Humanitee retail business, Abbott said the possibility could not be ruled out.
By Belinda Smart