Kayleigh Marchant

Kayleigh Marchant

COURSE: Fashion Business & Promotion 2018



"The rise of fast fashion has seen clothing production double in just 15 years since the turn of the 20th century."

Etiket aims to provide a consumer looking for sustainable fashion alternatives with complete transparency regarding all business operations.

Etiket is a luxury high street, sustainable womenswear brand, available online and as a stand alone store. All products are made from sustainable and ethically sourced fabrics, therefore it is a sustainable alternative to widely available fast fashion brands. Etiket’s seasonal collection contains just 10 pieces, allowing customers to create a capsule wardrobe. To discourage overconsumption, a rental scheme allows customers to borrow a collection of more fashion forward and trend pieces. To further achieve the environmental and transparency aims of the brand, in-store technology and online presence breaks down, for the consumer, exactly where all the products have come from and their effects on the environment.

Etiket holds the design mission to produce timeless, high quality, luxury pieces that will last the consumer a lifetime. Combined with a commitment to sustainability and ensuring every stage of the design and production process is performed with as little impact on the environment as possible.

Etiket, noun (plural, etiketten) is the Dutch noun for ‘label’ or ‘tag’, reflecting the brand’s mission to provide it’s customers with complete transparency, labelling its products with as much detailed information about their origin as possible. Etiket is also a false cognate for the English term ‘etiquette’, which is the noun for a set of rules or customs that control accepted behaviour in particular social groups or situations, emulating Etiket’s missions to encourage better buying behaviour and attitudes towards the environment, in order to define what the future of fashion looks like.