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We need to slow down


The BBC’s documentary “Fashion’s Dirty Secrets” by Stacey Dooley kick started in many heads a long overdue string of thoughts. But is it a movement yet? And what does it take to become a movement?

Do we consumers think at every purchase about the material our clothes are made from? About who makes our clothes, or what happens after we throw them away? Often the answer is ugly. We all have to contribute by turning our thoughts into values and principles to achieve the needed changes to safeguard our livelihoods.

A study by Ellen McArthur Foundation found that one garbage truck of textiles is wasted every second; the Copenhagen Fashion Summit reported that fashion is responsible for 92 million tons of solid waste dumped in landfills each year. Trying to imagine these 92 million tons of clothes waste in volume surpasses imagination of the many.

The fashion industry is also the second-biggest consumer of water and generates more greenhouse gas emissions than all international flights and maritime shipping combined. Synthetic microfiber pollution is washing up in our oceans at alarming rates killing around 100 000 marine animals each year by plastic waste including micro fibres.

Brands and consumer have to rethink their business habits and consumer habits – we cannot continue to produce and consume clothes without considering our environment and human rights.

The responsibility lies with all participants of the market, the fashion brands as well as the consumers.

The fashion brands finally have to take responsibility for the waste they are creating as well as taking human rights into consideration during the production process. There is evident urgency in addressing head-on the use of chemicals, waste and bio diversity as well as unfair working environments.

Big players in the fashion industry whose business models were missing the environmental consciousness and fair working environment in production are starting to take responsibility by re addressing their business policies and signing up for Make Fashion Circular initiative. It aims to improve the industry’s record on sustainability and reduce global waste from fashion by recycling raw materials and products.

Recycling is certainly one part of the solution, but by no means is the only solution. It’s a multilevel issue and brings many questions along such as how can we eliminate the need for recycling altogether? How does design add to the solution?

To shift the linear take-make-waste fashion towards a circular model with no waste, everyone needs to be part of the movement to innovate and redesign the industry. We can start by changing the mindset from buying to quickly dispose to buying to keep and build a wardrobe upon. Good design may be minimalist or opulent, basic or fashion forward, but what each character shares is that good design will never be unwearable, out of fashion.

We consumers are the electorate who vote with the wallet. The average number of clothing collections in Europe more than doubled between 2000 and 2011; more clothes were bought and worn less.

It will take time for the fashion industry to slow down. The trend is already set in motion by a variety of initiatives but we all need to play our part. We as a brand take ours with slowing down the relentless pace of production by offering trans-seasonal items designed to outlive trends, product drops when we see fit, sourcing responsibly the cashmere yarn and ethical manufacturing with our partners who share our values and have the artisan skills to produce a mindful luxury product.

As consumers, we at London W11 ask questions each time we purchase a garment and the answers have to be comforting.

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Last season’s waste is today’s luxury; recycled cashmere

Last season’s waste is today’s luxury; recycled cashmere

Warm, lightweight and delightfully soft on the skin, cashmere is the most luxurious material for knitted garments. But in an era where hyper consumption is coinciding with a looming global climate crisis the call for rethinking the design and production process is more urgent than ever. Resources need to be preserved, waste reduced, and mindsets changed to ensure the future of our planet.

London W11 sees recycled cashmere as one answer to preserving the availability of this precious material and reduces the waste produced during the current garment production process. Environmentally friendly and natural resource preservation makes recycled yarn the most sustainable cashmere yarn. The dry mechanical production process and the only partially dyed fibre save large amounts of water and use of chemicals in comparison to virgin fibre. We at London W11 have developed a yarn of recycled cashmere in collaboration with a mill in the outskirts of Florence, matching the high quality and durability of virgin cashmere fibre yarns it is working with since start.

This is how it works:



The material comes in as bales from post-industrial processes (samples, swatches, leftover yarns).

They vary in colour and need to be sorted in shades.






Manual sorting process into a large variety of shades.




The next part of the process is the “pulling” of the precious waste, a dry process. The pieces are pulled mechanically from the knitted structure, while making sure that the residual fibre length remains as long as possible.






This process is repeated several times to guarantee the highest quality possible, ensuring that all of the fabric has been separated back to fibre size. The broken-down fibre, however, will present in a variety of lengths and must be blended with virgin yarn to give it the strength to work into a new garment.








To ensure we
achieve the desired heirloom quality yarn we add up to 20% pure white virgin cashmere





To achieve the desired colour, as in haute cuisine, it takes a symphony if spices. The knowledge of the artisan blends a variety of different colours of the reclaimed cashmere fibre to get the perfect shade for the new yarn. 

This effort avoids the heavy water consumption of the dying process and the use of chemicals and repurposes the already dyed fibre.  The balance to achieve the desired shade is essential for the luxury quality we aim to achieve.



Part of the “symphony”  is the blending of the origin fibre with the reclaimed fibre. The more balanced and well-studied, the higher the quality and durability the yarn will be.

After blending, the fibres are further mixed, disentangled and made into a carded web.

The web is passed repeatedly between a series of rotating toothed rollers before producing a web of fibres that is condensed to form a rope-like structure. At the end the web is separated into ca 1 cm wide strands and wound for the next step


The last steps of the process are the same as for virgin fibre: Spinning, twisting, rewinding on bigger bobbins and delivery to the knitter.

Although this is a labour-intensive process, every effort put into it is well worth it. It enables the industry to keep fibres at their highest value during use and re-enter the economy after previous use. Circular cashmere production lets nature regenerate and preserve natural fibre for future generations. Exciting new business- and job opportunities are a positive by-product of this new approach of the industry and makes this a future proof road to drive on for us at London W11 cashmere.

#circularfashion – #bethechange !






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#Sustainability – make your clothes work hard!

#Sustainability – make your clothes work hard!

By Nini Khatiblou 

Sustainability is certainly the buzzword in fashion right now – there’s no question that more than ever before, our decisions and actions carry with them a huge impact on the environment and of course it’s our responsibility as the consumer to shop more carefully. So how do you shop in 2019 when affordable fashion has never looked more exciting and the Insta-buzz of Instagram posts shows no sign of dwindling? This isn’t in fact a rhetorical question but one which I as a stylist, a lover of fashion, a loud and proud shopaholic, and a young-ish woman with a disposable-ish income living in London faces all day every day. Have I been guilty of meaningless, impulsive purchases which are enjoyed once and then disposed of? Unfortunately yes. Do I always think carefully about the provenance of where the clothes I’m buying are made, who by and using what materials? Not always. Do I think I could make better choices – buy less and buy better – and actually practise what I spend my working week preaching by thinking a little more creatively and styling multiple outfits using the materials I already have? Absolutely! Every one of us can take a step in the right direction by making small but significant changes. For me, it involves limiting the number of new purchases I make a month and instead focussing on what I already own and how these items can best be repurposed using infrequent but quality, beautifully crafted and timeless new additions.

This brings me onto London W11; like most women, I love cashmere. For me, it embodies the word ‘investment’; it’s where I turn for long-lasting, premium quality, luxury and effortless style. I have tried and tested many cashmere brands over the years and overall I’ve felt pretty disillusioned by most of them. Several years ago, I was introduced to London W11 through a work contact and I have been a superfan ever since. Not only is the cashmere rich and luxurious in texture, colour and design, it somehow manages to dodge the pitfalls of trend-led, one-season wonders meaning that with some clever styling, you can produce several outfits out of one piece, season after season, year after year. And I’m talking several outfits for a whole spectrum of occasions be it work, weekend or wedding guest.

The versatility it offers is refreshing to consumers, particularly those with a growing social consciousness and allows us to continue feeling excited about our wardrobes without the additional guilt of how it is negatively affecting the world around.

Here I have taken my personal favourite for this season (cashmere and sparkle is a winning combination) and given it 5 looks which will work for a number of occasions:






For an office-friendly outfit which still ticks the style box, team your cashmere knit with a pair of cropped check trousers and flat loafers. The round neck means you can easily layer so try adding a classic white shirt underneath and finish off with a minimalistic leather bag. For extra style points, push back the sleeves so you can see a flash of cuff showing through, and casually tuck the front of the jumper into the trousers.














With the festive season slowly approaching, now is the perfect time to start thinking about a fail-safe party look. Cashmere and sparkle are made for each other and the mix of contrasting textures feels fresh and modern. This cashmere knit already has a subtle sparkle running through it so all it needs is a show-stopping skirt to complete the look. A pair of heels, earrings and clutch all in neutral silver are the perfect party accessories.











Rushing around town can still be stylish and comfortable with the right styling. The beauty of this knit is that it instantly elevates the most casual of outfits be it jeans or khaki trousers. For the ideal off-duty style, layer over a Breton tee, add a pair of relaxed khaki trousers and as the weather starts to turn, simply wrap up in a classic pea coat. Finally, a pair of understated trainers and a cross-body bag will mean you can run your errands with efficiency – and style!












An afternoon catch-up with friends usually calls upon a relaxed and effortlessly chic outfit. Wide-leg trousers in a silk
fabric are the ideal accompaniment to your cashmere knit; grey works with absolutely every colour combination making it the ideal styling piece. The silhouette says low-key but the beautiful combination of luxury fabrics keeps everything on the right side of smart. Push back the sleeves for a laid-back finish and simply add kitten heels and a chunky watch for a cool edge.





For the ultimate rock n roll look, toughen up your cashmere knit with black skinny jeans,    a classic tux jacket and a pair of heeled leather boots. A skinny scarf is ideal for offering coverage to the neck area as well as adding a cool edge to any outfit.
















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How To Make Your Fashion Habits More Sustainable

How To Make Your Fashion Habits More Sustainable

Sustainable fashion; it’s the current environmental issue that’s on everyone’s lips and screens. Increasingly, consumers are turning away from fast fashion, and are instead attempting to turn their wardrobes green. It may initially seem to be impossible; in a world where a new collection can arrive on your doorstep the day after its release, how can we be sustainable? Yet there are several small, easy changes that we can make, in order to make a big difference on our environmental impact.

Cut Down

The most fundamental rule to make your wardrobe more sustainable is simply to cut down on your spending. According to a recent study from the Chalmers University of Technology, 100 million tonnes of new textile garments come on to the market, thanks to the ever-increasing demand from the West. Only a tiny percentage of these are thought to be worn more than 100 times, with the rest being worn and thrown away soon after.

Decreasing both money spent and the environmental impact of fashion and making a careful consideration of whether you need a product before you buy it will help both your bank balance and the planet.

Look at Fabrics

Start to consider exactly what each garment you buy is made from. Where possible, avoid petroleum-based synthetics including the ever-popular polyester and nylon. Each time fabrics such as these are washed, they release thousands of microfibres that end up polluting rivers and oceans. They also never biodegrade – a feature to consider when so much of our fashion now ends up in landfill. Instead, opt for natural fabrics – particularly ones that have been ethically and organically sourced.

Mend More

Rather than rushing to throw a garment away once it has a hole or tear in it, try to mend it or take it to a repair shop instead. Not only will it save you money and keep your garments looking newer for longer, but it will prevent unwearable clothing being sent straight to landfill.

There’s also a new ‘Visible Mending’ movement, which encourages vibrant and colourful repairs to clothes for a celebration of sustainable repairs and customisation of your garments. Add a patch to a worn out pair of jeans, or new colourful buttons to a jacket for a twist on its original state.

Acknowledge the Makers

It’s important to seek out brands that have strong, ethical relationships with the farmers and workers that help to create their products. Companies that use sweatshops to produce their clothing or do not pay their employees a fair wage are neither sustainable or ethical. Instead, look for brands that have close working relationships with their employees, and who treat them fairly. London W11 sources its cashmere from Mongolia, where we have long-standing relationships with the goat farmers to ensure an entirely sustainable and ethical source. The fabric is then crafted in Scotland and Italy, where each step of the production process is ethical and completely trackable. Read more about our cashmere journey here.

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In the latest instalment of our London W11 Meets series, we chat to editor and stylist Nini Khatiblou.

Nini is a London-based stylist and Fashion Editor, who has worked across some of the UK’s most renowned magazines. She currently splits her time between styling celebrity and fashion shoots for PHOENIX Digital and working with a host of exciting brands including London W11.

We sat down with Nini to chat style muses, Notting Hill hotspots and style rules.

 What inspired you to pursue a career in fashion?

When I was younger I worked in the cupboard at New Woman Magazine. I was surrounded by all these amazing clothes and accessories and everyone around me was so stylish – something just clicked inside me and overnight I became obsessed with clothes and fashion.

Whats the best part of your job? 

I split my time between working for PHOENIX Magazine and styling for a range of womenswear brands. It couldn’t be more different to a 9 to 5 job! I love the variety of work, and constantly meeting and working with new people.

How would you describe your signature style?

Casual with an unexpected twist. I never feel better than when I’m wearing leather trousers or jeans, a cashmere knit layered u

nder a super sharp blazer and a pair of statement flats.


Where do you get your inspiration from?

 Absolutely everywhere; Instagram and Pinterest always play a huge role when I’m looking for shoot inspiration. I also find travelling and people-watching abroad hugely inspiring too.

Whats your number 1 style rule?

Take time to discover what your style is and run with it. Find the colours and shapes that suit you and then build a wardrobe of items that all work together. There’s nothing worse than wearing an outfit and not feeling good in it.

Whose style do you covet the most and why?

 I’ve always been a huge fan of the same four celebrities – the Olsen Twins, Alexa Chung and Sienna Miller. They all make fashion look totally effortless. You can tell they dress for themselves which I find really empowering.

Tell us about your favourite piece from the London W11 collection and why?

I’ve been a fan of the brand for quite some time now – the quality and versatility of the designs is everything that I look for when I’m shopping for new clothes. The raw edge cashmere crew neck in black is at the top of my wish list.

What are your top London hotspots for eating, shopping and drinking?

 You’ll often find me enjoying a spot of brunch outside Nicole’s in Westbourne Grove; it almost feels like you’re in Paris! My dinner plans tend to be quite low-key; I’m a regular at Lemonia in Primrose Hill, they do the most amazing sharing starters and moussaka. For drinks with friends, Soho is my preferred choice; there’s such a lively energy and welcoming feel to the area.

Whats your favourite travel destination? What do you need for a perfect holiday?

I think Italy has to be my favourite; a big bowl of pasta near the beach and plenty of sunshine is all I need for the perfect holiday.

 Finally, what do you like to do to relax? 

 When I’m not working, my favourite ways to switch off mainly involve cooking and exercising. I love being in the kitchen with the radio on. Equally, I find exercising and running ideal for clearing my head. I pop in my headphones, map a run and forget all about my work stress.

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The Best Female-Led Exhibitions in London

For centuries, upper class white men dominated art as a medium. It was trailblazers such as Frida Kahlo and Joan Jonas who carved out a space for female artists. Today, women’s art is something to be celebrated, both in its own right and because of its inherently gendered (and politicised) position. To honour this celebration, we present the top five female-led exhibitions in London, from Baroque paintings to a curation of Frida Kahlo’s cosmetics.


Frida Kahlo: Making Her Self Up

  After 50 years of being sealed away by her husband, Frida Kahlo’s wardrobe was uncovered       in   2004. Never before shown outside of Mexico, this V&A exhibition presents a carefully   curated   selection of personal artefacts, including her famous embroidered clothing, blusher   and   lipsticks, as well as her red-booted prosthetic leg. As Kahlo suffered from physical   ailments   throughout her life, this exhibition shows just how important clothing can be for an   individual   in shaping and transforming their identities.



Lubaina Himid: Our Kisses Are Petals

After becoming the oldest Turner Prize winner in 2017, Himid has taken to the Baltic Centre for her latest exhibition. Our Kisses Are Petals features paintings on cloth that resemble the style of the Kanga, a fabric traditionally worn by East African women. The pieces are each inscribed with words from poets including James Baldwin, Essex Hemphill and Audre Lorde, creating what Himid describes as ‘speaking clothes’. The cloths are hung in a flag-like and nationalistic fashion, disrupting expectations and subverting notions of identity and what ‘belonging’ means today.




A Woman’s Place

With the Representation of the People Act celebrating its centenary this year, the stately              home at Knole is presenting the work of six contemporary artists throughout its house and     grounds. The exhibition focuses on the progression of women that have contributed to the   history of the National Trust property, shining a light specifically on the untold stories of its   women. Highlights include letter extracts from Anne Clifford and Frances Cranfield and   specially commissioned works from Melanie Wilson, Lindsay Seers and Emily Speed.




Joan Jonas at the Tate Modern

One of the most important female artists to emerge from the 60s and 70s and pioneer of video and performance, Joan Jonas continues to produce work at the age of 82. This exhibition is the largest collection of Jonas’s work ever held in the UK, and houses her early work from the 60s through to more recent installations. Exploring topics such as feminism, sexuality and climate change, Jonas’s creations remain as poignant and as relevant as they were when she began her work.




Women and Power: A Walk Through Tate Britain

  The Walk Through British Art exhibition at the Tate Britain contains a virtual tour of its     selection of women’s art throughout history, inspired by the 100th anniversary of   the Representation of the People Act.  The online collection presents a curated selection of   paintings by prominent female artists from the 17th century through to modern day, including   Evelyn John, Bridget Riley and Mary Beale, allowing you to take yourself on a handpicked tour of some of Britain’s finest art.