Here at Cuemars, a careful balancing act is central to the curation process of our clothing labels. A staple aesthetic is preferred to the ephemerality of trend-driven fashion. The collective thread among our partner brands is design-specific, unpretentious, and nature-conscious approaches.
Currently, we work with seven out-of-house brands, all sharing a similar attitude towards the non-temporality of design, and placing functionality above fads. Our clothing labels include Beaumont Organic, Cor, People Tree, and SoCosy. All of who adhere to the Global Organic Textile Standard (GOTS). It gives us greater peace of mind to know we are working with independent labels dedicated to meeting the organic fibres, waste-treatment accountability, and social responsibility benchmarks. At Cuemars, we like to think our selection practice is conscientious, delicate, and connecting. So, how do we choose who to work with? Aside from a proclivity to collaborate with individuals who share the same values as us, we’re fond of working with independent brands, where the value of local business, eco-friendly attitudes, and long-term relationships is central. We don’t like to sell products, rather we love the idea of telling our clients the story behind their purchasing choices.
What determines a conscious buying experience when it comes to clothing? For us, the entire process, from design to hanger is important. From Beaumont Organic, who release two collections a year to Cor and People Tree, who focus on responsible sourcing, and organic processes, Cuemars assumes an active role in the process of selecting honest brands.
Two accessories labels we house are Nina Ullrich and Le Chant du Robot, whose creative directors are at opposing ends of the design poles, one opting for sheer minimalist millinery, jewellery, and bags, and the other offering vibrant patterns handstitched onto faisan and colvert style handbags, and backpacks.
Compared to traditionally fast-fashion, conscious clothing concedes to the impact of selling and buying in vogue. The environmental footprint of fast-fashion is significant; low cost and lesser quality clothing make it easier to part ways with apparel after wear. The idea behind classical, contemporary design and higher quality materials lies in the longevity of the garment. Upcycling, recycling, or reusing garments is a way of introducing second use into old and threadbare products. As such, at Cuemars we have acquired a collection of vintage kimonos courtesy of Furuki Yo-Kimono Vintage. Our 1920s – 1930s capsule collection is emblematic of the Taisho and Japanese Art Deco periods, and it is a way of sharing pieces of history with our customers.
So, why not buy better? Making the decision to work with designers, sell and wear apparel which is consciously sourced, or preserved, overlays our founding philosophy - it is entirely possible to design aesthetically contemporary garments and symbiotically use greener practices.