Sustainable Jeans with Blackhorse Lane Atelier
We love uplifting brands with a good purpose. Our SEO client Blackhorse Lane Ateliers produces sustainable jeans at their in-house atelier, right here in London. And they don't want you to keep on purchasing their jeans. They want you to come back to repair your old ones. Say no to over-consumption, and yes to repairs.
The Atelier’s Community Focus
Blackhorse Lane Ateliers strive to sell great jeans that have a long lifetime, and these business ethics shine through every piece of their business. Employees are given ownership shares and are hired locally. The brand also has a pop-up restaurant in their Walthamstow atelier to promote local businesses. And last but not least, their washing machines facilities (not like the one you and I have at home, but a large machine that alters denim shades) use less water than your average jean washer - at their London studio reducing their CO2 emissions.
In the UK, there are expert denim designers and garment-makers but the city lacks expertise in washing and finishing techniques. This is why, in partnership with the University of the Arts London, Blackhorse Lane Ateliers decided to set up the UK’s state-of-the-art, sustainable R&D washing facility within our factory building in London.
High-Quality Jeans
The cult-followed brand was created due to the lack of quality on garments. Their founder Han decided to bridge the gap in the market between affordable luxury and quality. After working in London-based manufacturing for 30 years, Han began his brand as a source to maintain local heritage and created a jean brand with sustainability at its core. Today they promise to repair all jeans you bring to their atelier, as quality must be respected and maintained.
Blackhorse Lane Ateliers aspires to buy less, fix more, create stories and make them last. As such they don't engage in the global sales calendar (yes, including Cyber Monday) or release frequent new lines. They are London’s only authentic denim factory and aim to avoid over-production and feeding on fast-fashions newness addiction.
Lifetime Denim Repair Policy
The craft makers aspire to minimise the environmental impact of making denim garments by using organic cotton. Their denim fabric is woven in Europe and offers a lifetime repair policy that discourages fast fashion. They repair all denim garments, whether made by Blackhorse Lane Ateliers or not. They proudly do this from their very own atelier on Blackhorse Lane in Walthamstow, East London.
We provided Blackhorse Lane Ateliers with SEO services this autumn, they have been a pleasure to work with.