LAENE Scandinavia: eye of the fashion storm

If a moral conscience plagues your mind when looking for your wardrobe’s next best thing, go no further than LAENE, delivering more than you could ever ask for. With clothing that is not only fashionable, but environmentally best-friendly, sustainable and so comfortable you may as well be wearing nothing at all (be sure to check this before leaving the house).

The founders, Heidi Helavirta and Anetta Cantagallo both inspired by the untouched nature of the Scandinavian countryside in which they grew up, aspired to creating a fashion brand that provided an ethical heart without compromising on performance. Gaining an understanding of the make-up of clothing with their Master’s in Fashion Design and Technology at The London College of Fashion, and knowledge of the most innovative fabrics at textile fairs in New York, Paris, LA and Munich, their clothing brand has an insight to the latest technologies and the latest fashions.

Their capsule collection, being launched for pre-orders in January 2014, is all made in a single ethical Bluesign approved factory, and embraces ecologically sustainable ways by upholding their standards from beginning in the making of the clothing to the end of its life. They also ensure that there is as little waste as possible by making their products on demand with every garment being made with the utmost care and precision, making sleek and desirable clothing.

Each garment from their collection is made from a breakthrough fibre, Tencel. This originates from eucalyptus trees, bringing heat control, antibacterial and moisture managing (so no odour) properties along with it, making each garment of a “so comfortable I don’t want to take it off” quality. The items are also fast drying so there’s no need to use extra heat on tumble drying, don’t support seams, have mesh for areas needing ventilation and strong knit patches for support, all forming a second skin-like feature.

The most creative quality yet is that their seven-item collection is entirely seamless, yes… seamless. Being 3D, knitted seams are not required, and to complete the undisturbed nature of the clothing there are no tags. This, after being tested on a variety of sports including Yoga, running and ballet, has been said to be the best clothing out there to exercise with, meaning multiple items are not needed for specific sports.

Additionally, their enviro-streak does not stop there, as their transparent manufacturing process ensures that no harmful substances are put into the clothing, and also that the working conditions are maintained at a high standard.

Designers, Heidi and Anette both said: “We developed our label with passion by sharing our life experience as inspiration for our modern concept and design.” Their collection reiterates the idea of fashion-wise sustainable clothing, while their brand enhances the idea of ethical fashion, supporting environmental-saving material, and up keeping moral ethics to create a truly individual brand.

Tamara Massey

For further information visit their website.