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Green Room

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Launched in S/S’10, the ASOS Green Room showcases the hottest labels in sustainable fashion.
Our eco-cool edit features a range of environmentally friendly textiles and supports fair trade principles and traditional craftsmanship.
The Green Room also houses a range of Made in the UK pieces supporting local manufacturers, alongside our ASOS AFRICA collection,
which is designed in-house and produced in Kenya, in continuing collaboration with SOKO.

 

Glossary

Your guide to navigating the (sometimes confusing) terminology of sustainable fashion.
Fairtrade is an official accreditation from an internationally recognised organisation, while we have created other
terms to point you towards the issues you care about the most.

  •  

    Fairtrade Cotton

    Fairtrade certification enables small-scale cotton farmers in developing countries to improve their farm businesses and the lives of their communities. Learn more at fairtrade.org.uk

  •  

    Organic

    Made from fibres grown without environmentally hazardous synthetic chemicals (pesticides, fertilisers, plant growth regulators) and certified GM-free (contains no genetically modified material).

  •  

    Made Under Fair trade Principles

    Fair trade is a trading partnership, based on dialogue, transparency and respect. Workers are paid a fair price and work in decent conditions.

  •  

    MADE IN AFRICA

    Manufactured in Africa, helping growth and empowerment, and encouraging artisans and community groups as well as larger producers across the continent.

  •  

    MADE IN THE UK

    Manufactured in the UK, reducing the carbon footprint and creating opportunities for local producers.

  •  

    MADE IN THE USA

    Manufactured in the USA with high standards of safety and compliance, providing opportunities for workers and businesses, and supporting authentic craftsmanship and local resources.

  •  

    MADE IN SRI LANKA

    Manufactured in Sri Lanka, helping growth of local artisans and communities, protecting cultural identity and championing heritage techniques, such as hand-weaving and lace craftsmanship.

  •  

    HANDMADE

    Made with materials and/or techniques that utilise hand-driven machinery and provide employment and income for millions of households around the world.

  •  

    Future Fabrics

    Fabrics made with more consideration for the environment, such as Lenzing tencel, made from wood grown in sustainably managed forests.

  •  

    UPCYCLED

    Made with fabrics and textiles that would otherwise be heading for landfill, thus reducing the consumption of new raw materials.

  •  

    RECYCLED

    Made using 100% or partially recycled fabrics, reducing pollution, energy use, greenhouse gas emissions and waste.

  •  

    VINTAGE

    New or secondhand clothing from a previous era – helping to reduce energy consumption and carbon footprint.

  •  

    Natural Ingredients

    Made from naturally sourced, sustainable ingredients with skin and eco-friendly formulas, replacing or minimising chemicals (such as sulphates, silicones, parabens, propylene glycol).

  •  

    CARBON NEUTRAL

    The carbon footprint of this garment has been off-set, for example by planting trees, so no net carbon dioxide has been added to the environment by its production.

 

Brands

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  • People Tree

    Inspiration

    Most people are busy like you and me but want to be part of the solution, not the problem. That's why I started People Tree in Japan 20 years ago, to make great clothing that is 100% Fairtrade and uses handwoven and natural fabrics which are 100% organic. There are a lot of people like me who helped turn People Tree into a pioneering label. I worked with Anita Roddick when she opened the first Body Shop in Japan. It would be great if People Tree could do to the fashion industry what Body Shop did to the beauty industry.

    Aspiration

    People Tree has design teams in London and Tokyo and we live and breathe eco-textiles and craft skills. We aspire to deliver affordable, beautiful clothes and we also want to do more collaborations with people like Emma Watson and international designers like Bora Aksu and Orla Kiely. We hope to bring you the best Fairtrade fashion can deliver.

    Ethos

    The best fashion while putting people and the planet first.

    Shop People Tree

     

    Safia Minney

    Founder/CEO of People Tree

    Wardrobe favourite

    The S/S '11 Bella Dress in black and white check silk from our Emma Watson collection - so cute and sexy.

    Career highlight

    Giving the Dalai Lama organic cotton underpants.

    Style icon

    The people around me!

  • ASOS Africa

    Inspiration

    Let your wardrobe go wild with the animal-inspired ASOS Africa S/S’12 collection, featuring hot-right-now prints from acid-bright zebras, giraffes and rhinos to traditional Kenyan designs. Produced in collaboration with SOKO Kenya, the stars of your spring wardrobe allow underprivileged local communities to use generations-old craftsmanship to establish modern, sustainable businesses.

    Aspiration

    SOKO, in partnership with ASOS Africa, wants to continue to make beautiful products whilst training even more women and offering more jobs to see lives changed.

    Ethos

    ASOS Africa is produced in collaboration with SOKO, enabling underprivileged communities to establish sustainable business through local craftmanship. SOKO is passionate about seeing a shift in the fashion industry where high quality fair trade products produced for a fair wage become the norm. Here's to a fairer future.

    Shop ASOS Africa

     

    Joanna Maiden

    Director of SOKO

    Wardrobe favourite

    A hot pink dress by Debi Little, made from a ‘40s bra and parachute.

    Career highlight

    The day the first ASOS Africa order arrived. I had to sit down! It was a serious challenge, but 1,000 units sold out in a few hours.

    Style icon

    Vivienne Westwood for her passion for all things British and Isabella Blow for seeing what others missed.

    Brand highlight

    When Michelle Obama wore SOKO’s ASOS Africa collection twice in a week.

  • The Cambridge Satchel Company

    Inspiration

    My mother and my children are my inspiration. The original idea to find the perfect satchel came from reading Harry Potter books to the children and wanting to find the bag that Harry and Hermione might have carried. It seemed like the perfect birthday gift, but proved impossible to source – no longer!

    Aspiration

    I want the Cambridge Satchel to be a bag that customers are proud to order, delighted to receive and admired when they wear it. The close, happy team that forms this business is critical to our success and I want to keep that feeling of involvement and pride throughout the company.

    Ethos

    Always treat others the way you would hope to be treated yourself. We try to do more, to exceed expectations and to support those causes dear to our hearts – education, anti-bullying and British manufacturing.

    Shop Cambridge Satchel Company

     

    Julie Deane

    Founder of Cambridge Satchel Company

    Wardrobe favourite

    A bright yellow fisherman's coat – my husband isn’t a fan, but it makes me smile.

    Career highlight

    Being invited to 10 Downing Street for coffee with Samantha Cameron as part of an award from Red magazine.

    Style icon

    My mum. Whatever the time, wherever she goes, she has a radiance that shines through.

    Brand highlight

    I love that my dog Rupert comes to work every day. He was featured in a German magazine as Herr Rupert, Head of Security!

  • Charini

    Inspiration

    Inspired by my Sri Lankan heritage, I design collections that apply traditional methods of lingerie design, eliminating components that are harmful to the environment. It’s a unique synergy of art and architecture, with each piece carefully crafted from luxury reclaimed material and traditional hand-woven silks, with contemporary detailing. We support small artisan communities across Sri Lanka by sourcing raw materials directly from them.

    Aspiration

    Finding innovative methods to enable lingerie design and construction with minimum environmental impact, questioning conventional manufacturing processes that emit higher carbon footprints. We aim to work with ethnic artisan communities, reviving crafts and sustaining livelihoods.

    Ethos

    Charini focuses on comfort and ethical manufacturing practices. We believe the wellbeing of the wearer is equally important as the wellbeing of the environment.

    Shop Charini

     

    Charini Suriyage

    Founder and Designer of Charini

    Wardrobe favourite

    The Charini Long Line Bra – it brings a modern vintage twist to any wardrobe.

    Career highlight

    Founding the label, merging my passion for working with craft communities with my expertise in lingerie.

    Style icon

    I love Livia Firth’s feminine elegance and commitment towards ethical fashion. Keira Knightley’s bold sophistication is the persona I want to bring to life with my designs.

    Brand highlight

    Launching Charini at London Fashion Week.

  • Edun

    Inspiration

    Each collection must be real and original. It’s important to respect the customer, as well as those making the clothes, giving them a freshness each season yet still allowing them to get to know Edun and follow our identity. For S/S’12, it was all about traditional flower and African prints in a new context – fresh and bright for summer, while playing with femininity in a real and authentic way.

    Aspiration

    Edun actively works to create trade with Africa by supporting manufacturers, infrastructure and community-building initiatives. The goal is to produce 40% of the seasonal fashion collection in Africa by 2013.

    Ethos

    Edun is a new spirit in contemporary fashion with a strong point of view that is transforming the fashion landscape by celebrating both beauty and ethical change.

    Shop Edun

     

    Sharon Wauchob

    Creative Director of Edun

    Wardrobe favourite

    Edun spring printed drawstring trousers.

    Career highlight

    The end of each show – each time marks the end of one story and the start of another.

    Style icon

    For me it’s the real girl who wears our clothes.

    Brand highlight

    The first trip I took to Africa. I witnessed the reality of production there and how much can be accomplished.

  • Gloverall

    Inspiration

    Being an iconic brand – we have 60 years of archives and history to draw from. Working with the military, we brought the duffle to the civilian market and along the way, we have been innovators with coats and fabrics.

    Aspiration

    To continue to grow Gloverall worldwide with our UK manufacturing working alongside British fabric mills.

    Ethos

    Keeping Gloverall true to its origins – manufacturing high quality British coats that are not just great coats but are also investment pieces and last a lifetime. We have coats that are decades old being sent back to us to have a leather replaced or be updated. Many are handed down through generations and worn again and again.

    Shop Gloverall

     

    Mark Smith

    Sales director of Gloverall

    Wardrobe favourite

    A reissue of our 1957 car coat. It’s a great style from a classic era of Britishness.

    Career highlight

    It's not often you get the chance to work with a quintessentially British company that still has a charm about it.

    Style icon

    I grew up with Roger Moore as James Bond – you can't get more of a style icon than that.

    Brand highlight

    Gloverall changed clothing history with the duffle. Very few brands have achieved what we have – made in England for over 60 years.

  • Toms

    Inspiration

    While on vacation in Argentina in 2006, I met volunteer workers helping children get shoes by collecting donations. The children needed shoes to go to school and protect their feet, but I wanted to make sure they would get another pair when those wore out. I thought, if I can start a business that can sustain the giving, I’ll know these kids will get the shoes they need, over and over again. Most people look at Third World problems and think ‘charity’. But for me, it was entrepreneurship. That’s why I started TOMS as a for-profit business with our ‘One for One’ model.

    Aspiration

    I hope TOMS continues to inspire the global community to find ways to incorporate One for One in their personal and professional lives.

    Ethos

    With every pair purchased, TOMS gives a pair of new shoes to a child in need. One for One. We’re affecting the lives of people every day, across the globe.

    Shop TOMS

     

    Blake Mycoskie

    Founder and Chief Shoe Giver of TOMS

    Wardrobe favourite

    Trovata plaid trousers.

    Career highlight

    Six months after TOMS started in 2006, I returned to Argentina to distribute the first 10,000 pairs of shoes. That’s when I knew TOMS would do amazing things.

    Style icon

    My grandma loved to wear bright prints because they always spark conversation. Hence my love for plaid trousers!

    Brand highlight

    In just five years, TOMS has given over two million pairs of shoes to children in need.

 
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