Runway to Charity Shop: Vin + Omi's Eco-Fashion First

Eco-fashion pioneers Vin + Omi are set to make their collection directly accessible to the public for the first time in their 24-year history. This significant shift is part of a new collaboration with the British Heart Foundation, focusing on sustainability, fashion, and health awareness.

The designers will present their latest collection, "JORD: Bring Back Nature," on February 17th, just before London Fashion Week commences. Ten full looks from this show will then be available for purchase through the British Heart Foundation, with all proceeds benefiting the charity.

This initiative follows designer Omi's personal health challenges, including two heart attacks and a diagnosis of heart disease. This experience inspired a desire to create a project with a tangible social impact. The collaboration involves upcycling garments sourced from British Heart Foundation charity shops, which Vin + Omi will then gift back to the charity for resale.

Pieces from the collection will be available on the charity's eBay store starting February 18th at 1 PM, followed by appearances in select physical stores. Vin noted the collection's alignment with how younger generations engage with fashion, emphasizing recycling and contemporary upcycling methods.

The "JORD" collection itself is rooted in reconnecting fashion with nature, utilizing plant-based textiles, recycled materials, and traditional techniques. Notable materials include fabrics derived from holly clippings from Sandringham Estate, a project in collaboration with King Charles III, and recycled aluminum waste repurposed into pliable textiles from RAF collaborations.

Vin + Omi aim to be disruptors, influencing larger institutions to adopt more sustainable practices. The collection features accessible silhouettes with the brand's signature edge, incorporating traditional tailoring methods. The partnership with the British Heart Foundation is deeply personal for Omi, highlighting a perceived lack of open discussion about health within the fashion industry.

Future plans include working with UK universities to integrate sustainable fashion curricula, where students will redesign donated clothing for resale through the charity's shops. This initiative aims to transform British Heart Foundation stores into destinations for unique fashion pieces, moving beyond necessity shopping.