The Spanish company Mango, one of the leading multinationals
in the international fashion sector, has decided to continue with its
diversification plans and its sustainability commitments, now jointly by
launching “Alter Made”. A new firm completely independent of Mango, the first
of these characteristics that the Group will have, and that, contrary to the
accelerated rhythms by which its mother house has traditionally been governed,
will arrive on the masses of a “slow fashion” culture to which he will be in
charge of responding through a series of timeless garments with sustainable characteristics.
In addition to trying with its proposals to promote this
shift towards a new more sustainable and conscious consumption model, the brand
will also serve as Mango's experimental sustainability laboratory, at the
company-wide level. Being used in this way as a framework to initiate a series
of changes at the level of design, production, logistics and processes, which
will already be easily appreciated from their first collections, and which
should serve to promote better practices that are more sustainable and of
better use of resources throughout all structures of the multinational.
"Alter Made is a differential value bet of the Mango
Group that is aimed at a specific audience that seeks to consume
responsibly," explains Toni Ruiz, Mango's executive director, through
statements made by the textile company itself. "Our objective," adds
Ruiz, "is to accompany this trend while we learn and test new ways of
working, which will allow us to advance in our global sustainability strategy."
And all thanks to a new brand that, in business terms, Ruiz and Mango estimate
that it will reach a turnover of “25 million euros in three years”.
Manufacture in proximity of sustainable garments with a
“slow fashion” spirit
Alter Made will be launched on a model exclusively online
and without its own points of sale at the beginning of this November. At which
point your official online store will become active in some of the first
markets in Spain, France, Germany and the Netherlands.
As part of this first stage of its launch, Alter Made will
then launch a small first collection on the market, consisting of only a total
of 120 garments. Pieces that will already have all the singularities that at
the design, manufacturing and distribution level will distinguish this new
brand, such as being high-quality wardrobe items manufactured with sustainable
characteristics. Aspect of its manufacture, which will also be reinforced by a
new production policy in close proximity, which has led to all the pieces being
made in Europe and Turkey by selected suppliers based on their experience in
the different fabrics used to shape the the clothes. Among which we will find
in this way some worked in cotton by producers from Portugal, or with those of
a cashmere made by the skilled hands of Italian textile artisans. A production
in proximity on which a traceability control will also be carried out on the
raw materials used, in order to certify both their origin and their quality and
their value as sustainable materials.
Regarding its production rhythms, deepening this value as a
“slow fashion” brand, the manufacture of all collections will be kept in short
runs that allow surpluses to be reduced to a minimum. While in relation to its
distribution, something that acquires a meaning of its own since it is a brand
whose activity will be limited, at least that is the way it will be for now, to
the online field, from Mango they affirm that they have developed different
logistics processes in order to make these more sustainable.
"For us this track that we are now commencement is an
exciting challenge," says Alejandra Mur, director of Alter Made with more
than 15 years of professional experience linked to Mango, a company of which
she had remained until now as purchasing director of the line. Woman. "In
society there is a mounting demand for gatherings that help to consume fashion
responsibly", he adds, "and that is our main objective", "to
create quality garments, very well cared for, made in proximity and that have a
long life. ”. “To achieve this”, a task in which an initial team made up of 12
professionals with an international profile will accompany her, “it is
important to focus on all the details of the garments, as well as on the
partners with whom we are going to work”. In this sense "we are going to
produce where they know how to make each product best",
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