EMG launches Progressive Fashion Concept Pop-Up


1f9zmvyb7qgy411uv8uq03kv1 Anyone who reads the blog will know I’m a fan of designer-cum-visual artist Alex Noble. When he's not making dirty, dangerous work with Lady Gaga and Florence Welch, Noble's ethical t-shirt brand is doing more to pioneer inventive sustainability than many other, better-funded projects.

The EMG (for Everything Must Go) Initiative makes beautiful things; the monies raised then go to charities and causes close to Noble's heart, from humanitarian issues caused by the fashion industry itself to LGBT and gender equality.

Now, to commemorate the fall of Rana Plaza and in support of Fashion Revolution, EMG launches its first Progressive Fashion Concept Pop-Up store in the heart of Soho, featuring a selection of exciting ethical brands, carefully picked to propose a good-looking but sustainable alternative to the high-street.

From EMG Initiative Cycle 2.

Over the store’s two floors, long term EMG collaborator Kitty Joseph offers pieces from her Made in Britain SS16 collection, including loose-fit crepe tees, dresses and knife-pleated skirts. Khama, an accessories brand built on a collaboration between London creatives and women from the village of Kasungu in Malawi, sells eclectic backpacks, handmade from Malawian and Zambian cotton chitenge.

Auria London presents its swimwear, luxurious to wear but made from the humblest of materials: recycled fishing nets. Beautifully intricate jewellery by Jit-Win-Yan and Quazi Design sit alongside Dr. Noki’s upcycled t-shirt dresses and Rights of Massive, Noble’s collaboration with charity Traidremade.


At the spiritual heart of the store, EMG’s Salvage T collection, one-off unisex tops that can be worn back to front as well as crop tops, T-dresses and canvas bags, all made of repurposed fabrics from some of London’s most influential designers including Preen, Markus Lupfer, Henry Holland, Basso & Brooke, Alex Mattson, Martine Rose and Louise Gray.

Last but not least, EMG unveils its very first collection of slogan tees, printed on t-shirts donated by American Apparel. If previous work is anything to go by, nothing will be sacrosanct ….

From Saturday April 23rd to Sunday May 1st at 35 Beak Street, London W1. Open 10am - 7pm daily, 11am – 6pm Sunday.