Brighton-based brand Sugarhill Boutique has announced plans to transition the production of its best-selling styles to 100 per cent organic cotton for SS18.
The independent brand, which is known for its statement hand-drawn prints and playful style, will begin the new direction into natural fabrics across all of its collections. This will start with key styles: the best-selling slogan bretons for Spring Opening 2018 and printed summer dresses for SS18.
All of the brand’s organic cotton styles will be manufactured in India and will be verified with a Global Organic Textile Standard (GOTS) certificate, validating the cotton used in production is never exposed to chemicals such as pesticides or fertilisers.
Creative director Aleks Przedpelska says: “We feel huge social and ecological responsibility at Sugarhill Boutique and have committed to work towards a more ethical and sustainable product. While we can’t change our entire supply chain overnight, this first step of introducing organic cotton will ensure farmers avoid harmful chemical pesticides and fertilisers to protect themselves and the environment. This is just the beginning and we know we still have a long way to go, but are very excited to develop Sugarhill Boutique’s sustainable practice.”
Sugarhill has opted to produce two new takes on the key designs in organic cotton. The spring styles feature a Breton with embroidered wild tiger and a pastel ‘Happy Days’ slogan while summer offers safari-inspired leopards and elephants adorned on the brand’s signature easy-to-wear shapes. Known for slogans and animal motifs, these pieces will now extend into their ethos of sustainable and ethical fashion.
The spring styles launch from January 2018 with summer pieces dropping in mid-February 2018. www.sugarhillboutique.com