Designs for a better world

By BARBARA WARD

A designer who has worked for Next and Laura Ashley has launched his own clothes company based at his North Muskham home.

Mr Steve Prince of Eastfield has designed a range of spring and summer clothes for sale via mail order and the internet. The range, E-co Clothing, is made using organic cotton and is designed to appeal to men and women aged 25 plus, who care about the planet.

Says Steve: “The textile industry is one of the biggest polluters. Twenty-five per cent of the world’s insecticides are used on cotton plants.

“E-co Clothing aims to prove that you can wear luxurious and comfortable clothes whilst being good to the environment.”

Originally from Wales, Steve (42) studied for a fashion degree at Trent Polytechnic in 1987. From there he worked for a supplier to Marks and Spencer, designing ladies’ coats. He has also worked for Next, Laura Ashley, Cotton Traders and the mail order fashion firm Artigiano.

From these companies he gained a wide range of business knowledge and decided it was time to branch out on his own.

His interest in organic textiles developed during a trip to Denmark where he found manufacturers who were passionate about reducing their impact on the environment.

“Their fervour infected me,” he said.

He was also impressed with the quality of organic clothing.

“It seems to improve with age,” he said.

“E-co Clothing aims to prove that you can wear luxurious and comfortable clothes whilst still being good to the environment.”

The range is made using the best quality organic cotton woven especially for E-co Clothing in Japan. All dying and finishing methods are strictly controlled to minimise the impact on the environment. They are all washable.

The clothes are made by a group of factories that follow a similar “green” ethos.

The range does not contain high fashion pieces in bright colours, but more classic styles in muted shades. Steve hopes that each season’s collection will complement the one before.

Although he is concentrating on selling through his catalogue and website, he may eventually open a shop.

Steve’s range can be seen on a stand at Newark and Nottinghamshire County Show on May 12 and 13. To see the collection on the website visit www.e-co-clothing.com

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