Seven years ago, The British Fashion Council set out on a mission to make fashion just a little bit more ecofriendly. In order to do so, they established Estethica--an exhibition of innovative designers committed to working sustainably.
After seven years of success at London Fashion Week, Estethica and the BFC have decided to make the eco sustainable design exhibition available to consumers world wide through a collaboration with ecommerce site YOOX.com. To coincide with this week's London Fashion Week, YOOX created an online retail space specifically for a selection of Estethica designers called Yooxygen. While the name "Yooxygen" leaves something to be desired, it is an exciting opportunity for fashionistas who care about where their clothes come from. The clothes on Yooxygen are made sustainably but don't look it. Instead of the predictable earth tones and rough fabrics made out of hemp and bamboo that other "green" fashion lines usually produce, these designers actually put out fresh innovative designs that we'd want to wear.