Earth Couture debuts with a unique and luxurious lounge wear collection

Earth Couture has addressed the gaping hole in the ethical glamour sportswear fashion market, by launching a new, ethically minded collection. Amiee Jones takes a look at the brand that will be uniting relaxed lounge wear with ultra-sparkly evening glamour.

Launching with their sparkly Spring/Summer 2010 collection, which will be available on their site, Earth Couture aims to blend quality, style and performance in each of it’s carefully designed garments. Everything is made with 100% organic cotton and dyed using a traditional indigo dyeing method, favoured in West Africa for over 500 years. Every step of the manufacturing process is strictly supervised, and as a result, has won the company an Organic Exchange certificate.

Stand out items include the array of comfortable jumpsuits. First on offer is a rustic coloured number, with seventies styled flared bottoms and zip up closure snaking up the front. There is also a more utilitarian, collarless, denim option, that boasts a narrow leg and snap closure.

Also available are slouchy cardigans and embellished vest tops. This is the kind of comfort wear you want to be seen in. The brand’s founder and creative director, Meleni Bharwani, is keen to point out the Earth Couture provides ‘glamour with a purpose.’

What’s more, for every Earth Couture purchase made, the company donates a mosquito coil to families in Nigeria, a simple way to help protect families from life-threatening Malaria.

Stay updated on Earth Couture’s launch date on Greenmystyle.com.

Earth Couture