Corporate social responsibility has become a key selling point for companies to add value and be more valued. Some brands work on the basis of decent working conditions and contribute to environmental improvement, in the midst of the fight against climate change. Being sustainable is no longer an option. The health of the planet gives no respite and the fashion industry - the second most polluting after oil - is taking giant steps towards an 'eco' future. The projects that are being born in the national sector do so from a respectful and committed perspective without renouncing an attractive aesthetic. Tove is a fashion brand that is centred around seeing the beauty in the everyday. By focusing on simple, contemporary designs, organic materials and ethical practices, Tove Studio equally champions “ethical luxury”. The brand was founded in London by fashion designers Camille Perry and Holly Wright. As a renowned advanced contemporary brand, this womenswear brand explores the balance between femininity and modernity.
Founders Camille Perry and Holly Wright The brand applies what they call "radical transparency". Anyone can see where the materials for each garment come from, and in which factory they were made, as they are all ethical factories. It even shows the breakdown of the price, showing the cost of each step of the process (materials, manufacturing, transport) and their profits. Their ethical clothing is "designed to last" and, while they don't follow trends, their garments are such original basics that they have managed to win over a very wide audience on Instagram that has a million followers. All their clothes have a low environmental impact. On its website, they have a section dedicated to the commitments they make to the environment. For example, they don't use new plastic and all their cotton is organic. Brand Philosophy Dressing in organic fabrics has a number of benefits. For Tove, which uses organically produced, breathable and antibacterial microfibre with OEKO TEX Standard 100 certification. as the production of the garment is carefully thought-out so that it lasts as long as possible, avoiding the generation of waste. It promotes local trade and ensures that all workers in the chain have a fair wage and access to their rights. The brand believes in sourcing responsible, principle fabrics that are used throughout various collections. Its fabrics come from mills that share the brand’s passion for luxury materials that also have a low environmental impact, in order to keep its carbon footprint to a minimum. This is why Tove only sources materials that are either organic or recycled. Its organic cotton used for its womenswear is also GOTS certified. Carrying these kinds of certifications adds much value to a brand, as it verifies that the fabric has been produced in a considerate and ethical way.