American Vintage – Sustainable Fashion Basics Reinvented

n 2005 the basics were reinvented. Mickael Azoulay was determined to renew the lost interest in vests and t-shirts, organising a team of designers together and creating modern versions of basics using new materials and skillful blends of natural fibres in a stunning range of colours.. and with that American Vintage was born. So what is the secret to these super soft and beautiful clothes? American Vintage uses Supima cotton. Supima cotton accounts for only about three percent of the annual cotton production in the United States – with its fineness and longer staple lengths making it a premium cotton fibre. It has superior strength compared to a product made of upland cotton or Pima blended cotton but remains incredibly soft. Also Supima is a non-profit organization (The Board of Directors being composed of Pima cotton growers). What’s more is that one of Supima’s important aims is sustainability. This means that not only is the cotton organic but both a short-term and long-term view is addressed: considering environmental protection and conservation as well as social responsibility. Of course, cotton can generally be viewed as sustainable as it has been grown and used to clothe us for over 7000 years. However, in addition, cotton is a biodegradable fibre and don’t forget – cotton sequesters carbon. If you don’t know what sequester means (don’t worry, neither did I!) basically an annual cotton crop has the same beneficial impact as removing 7.25 millions passenger vehicles from the roads… not bad! Therefore not only are American Vintage basics ridiculously soft, of the best quality and look amazing – you can wear your 100% cotton American Vintage vests, t-shirts and cardigans with pride, knowing that you not only look great but are also supporting an ethical company with a fashion conscience.

Vests, t-shirts and cardigans range from £30 – £60. Visit the American Vintage website: www.am-vintage.com

Words by Daisy Harvey – @daisymariax