Lose the ego, or meaning ‘ego loss’, Perte D’ego is a new Indian brand using the best skills of Indian craftsman and creating pieces rather than collections. The website is a scroll of colourful and often embroidered men’s and women’s items, some matching, some not.

Cameron from White Lotus was wearing a Perte D’ego pattern shirt in the latest series.

Left - Saw this amazing dandelion jacket by Perte D'ego on Instagram, but can't see it on the website

Founded by designer Utkarsh Mithas, it has two core principles, create one of a kind, 'Euphoria' inducing pieces in a sustainable and ethical manner and preserve traditional techniques and craftsmanship and promote them globally to provide them a secure future.

You’ll already know how much I love Indian embroidery through the Harago brand.

Perte D’ego believes what makes a product a true luxury, is the combination of the resources and hard work that goes into making each piece by hand and ensuring that those "hands" can feed their families and live a healthy and happy life.

Instead of outsourcing manufacturing to far off factories where it doesn’t have control over the working environment of the artisans and craftspeople, it has established its own studio where artisans are hired on permanent contracts and paid fair wages which are significantly above the stipulated minimum wage. They are provided a healthy and positive working environment where focus is put on quality over quantity. They also work with small artisan studios within our area to support and promote them. Products are made in small batches to reduce waste.

Left - Perte D’ego - L’Aventure Beadwork Shirt - $225

https://pertedego.com/

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Thorns is a sustainable Dutch-based men's underwear brand  from two founders, one Spanish and one Italian, Francesco La Marca and Diego Parada, using organic cotton yarn and recycled woven labels. One size fits all, and they do their best to have a 'minimum impact on the life of this planet'. The packaging is entirely made out of paper and it is designed to be fully recyclable. Production is in Italy, focusing on quality and craftsmanship. All Thorns' steps are driven by the will of not harming the flow of nature, respecting its constant cycle of renovation. 

Thorns' latest underwear collection is called 'Today is Tomorrow'. Thorn’s brand new collection explores numerous themes that are married together by the concept of time. The connection to the natural dimension and our physical environments has been translated and evoked through Thorn’s innovative and organic fabrics.The latest collection consists of styles from sustainable fabrics, including milk proteins and tree cellulose. These materials are biodegradable, antibacterial and ensure maximum comfort. The focus is on creating sustainable products, mindful of the world's ecosystem. The search for quality and craftsmanship are at the heart of Thorns' philosophy.

www.thornsunderwear.com

Left - Thorns - Eden Brief Chocolate - €65 

At the recent Welcome Edition trade show in East London, previewing the new SS23 men’s collections, I stumbled across the Belgian brand, Castart. Based in the fashion capital of Antwerp, Castart is a colourful and eclectic brand perfect for the chicest of geeks.

Launched in 2018, the name ‘Castart’ is French for ‘cheeky man’, because the cheeky man doesn’t tell the stories to others, he writes the stories himself, says the brand.

Castart’s materials are sourced from ethically responsible suppliers around the world. They work closely with manufacturers to constantly develop new, environmentally friendly production techniques. Despite their global outlook, they remain focused on crafting garments suited to individual tastes which give their clothing its timeless and distinguished charm.

TheChicGeek says, “For SS23, I want a pair of their striking Yves Klein blue combat trousers. A standout. Prices are around the £100 mark, and it has made me want to visit their home store in Antwerp.”

www.castartclothing.com

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Inspired by the unspoilt Lérins Islands, located off the coast of the French Riviera, British brand Lerins is a new conscious trainer brand.

Founded in 2021, designed in London, and made in Portugal with materials sourced in Europe, Lerins puts a directional and sustainable twist on the retro-inspired court trainer. Combining optimal comfort with trend-led style credentials, Lerins is introduced with 10 options and in a palette of in-style shades including muted camel and vibrant green.

Shoes are very much in founder, Daniel Rubin’s blood. The fourth generation of his family to be involved in manufacturing footwear, Daniel owned a factory in London for over a decade creating women’s fashion shoes, whilst designing, importing, and wholesaling fashion footwear for over twenty years. In 1992, Daniel founded footwear brand and retailer, Dune.

Lerins’ leather is produced to a gold standard in certified ‘Leather Working Group’ tanneries where the provenance of the raw material is known and approved, and the use of water and chemicals tightly controlled.

Vegan leather is supplied by Lerins’ Italian partner, Vegea. Made from the grape skins left over from wine making, it is combined with vegetal oils and natural fibres to make a durable and leather-like product. There is also a leather and canvas option with the canvas crafted from recycled sea plastic. Laces are made of organic cotton and soles from recycled and virgin rubber.

All packaging is recyclable, compostable or biodegradable and wherever possible, Lerins uses energy efficient processes in its logistics and operations.