& OTHER STORIES Create your Own Fashion
Updated: Jan 6
& Other Stories is a Swedish clothing, accessories, and beauty brand owned by the H&M Group.
It was launched in 2013 and it intended to be a collection of different perspectives, that’s where the name came from. They have ateliers at their home base in Stockholm, Sweden, the largest design team in Paris, France and in Los Angeles, California that focuses on ready-to-wear. Each atelier designs are sold alongside each other within stores.
They have stores all across Europe and a growing presence in the US and South Korea.
It’s a fashion brand that offers a wide range of shoes, bags, accessories, beauty and ready-to-wear to create their personal style at reasonable price.
In each atelier they are designing for the women of that specific city. Paris’ atelier is delicate, adorned in rhinestones and hearts and ruffles. Stockholm sticks to the Scandinavian design and architectural shapes and in Los Angeles atelier capture the California girl’s confidence, creativity and way of life. The tag of each product states in which city it was designed in. Customers can easily walk into the store and build their own personal style from these so different three cities design.
Plus, & Other Stories main goal is for all their materials to be either recycled or sourced in a more sustainable way by 2030, which means they are exploring new ideas and possibilities every day.
The fashion industry has done too much damage to the environment over the years: It’s one of the largest consumers of the global water supply and produces 10% of all humanity’s carbon emissions, the millions of liters of dye polluting the world’s waterways and all the synthetic textiles used to pollute the oceans with microplastics, ending up in a landfill.
Production of clothing is so cost-effective that brands rather over manufacture products rather than being in fear that they run out of stock. Imagine that overproduction is about 30-40% each season, more than half of the clothes end up in a landfill and many clothes are barely worn and even more rarely recycled. I also learned that many luxury brands still burn unsold products, luckily at least Burberry stopped. Hope others will do the same.
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