KIND X BEEN LONDON
This week we (virtually) sat down with the lovely Genia from BEEN London.
BEEN London is a sustainable fashion brand, that uses discarded materials, and turns them into timeless accessories. Handmade in London, their products promote slow fashion, as they are made to be used time and time again - for every occasion, throughout every season. They also work closely with Mailout, a fantastic social enterprise that employs and trains Londoners with learning disabilities.
It was such a pleasure to chat with BEEN, so without further ado, here is a peek into our most recent chat with the very talented Genia.
Tell us a little bit about BEEN London
I guess the main thing to know about BEEN London is that we aim to have a positive impact on every area of our work, and at every step along the way. The journey starts by working with materials that use a fraction of the natural resources needed to make accessories the ‘normal’ way — we don’t use virgin materials, only recycled ones. It continues with how we make our bags; by hand, in a small studio in London. And ends with how much thought we put into our bags’ lifecycle. I’m talking about designing products for life, free repairs and making products in a way that makes them easy to recycle once they serve their purpose.
Was it always important that BEEN was a sustainable brand?
The company only really exists to make an impact. What I find fascinating is the challenge of taking an everyday object, combining it with super-innovative materials and making something so beautiful that you can't believe the material was ever considered ‘waste’. Can we continue living our lives as beautifully as we are whilst also bringing about a positive change, rather than simply depleting natural resources?r
What is something you wish more people knew about sustainable fashion?
It’s brilliant that so many people now know a lot about the key sustainability issues that surround the fashion industry. We have a passion for educating others about the impact that raw materials have on the carbon footprint (this is why we only use recycled materials). Things as simple as washing your clothes in a washing machine leaves a significant impact on the environment - so we like to encourage others to buy locally, as it makes much more sense on every front.
I come from a completely different industry (news and current affairs at the BBC) so imagine my shock when I learnt that bags made in Asia - and most of them are - are FLOWN to Europe, as they don’t travel by sea very well. I thought this was completely insane. We make everything by hand in East London.
Other than BEEN, which sustainable fashion brands are your all time favourites?
I’m drawn to brands with the same passion as us. People taking unloved and unwanted materials, and then crafting them into something magical is truly special. I love the rebellious spirit of Birdsong, the meticulous approach to impact measurement of Claire Bergkamp’s team at Stella McCartney, and Riley Studio’s devotion to avoiding virgin materials, a belief we share — ah, too many great brands to name! There’s a lovely scene in London which we’re proud to be part of.
If you could make one change in your own industry, to make it better, what would that be?
Transparency. If you have nothing to hide, why not show your community how you work and where your products really come from. And circularity. I really wish more designers created pieces with end-of-their-life cycle in mind. Not being wasteful is something we feel very strongly about.
What does success look like to you?
Brilliant women around the world loving our bags. Real, measurable impact.
What Mantra Do you live by?
It always seems impossible until it's done.
Have you noticed any positive changes in your industry since Covid-19?
Online shopping is definitely a much more environmentally friendly way to shop. That and people shifting their focus to supporting local independent brands. We have definitely felt this support throughout the lockdown.
What was something that kept you sane during isolation? (i.e painting/reading/gardening etc)
Oh I went big on cooking! This is both meditation and creativity for me. Super multidimensional, when you mix tastes, colours and textures and find a way to make them work together. I cannot wait to have some friends over and cook for them!