The amoosi story

Sustainable style

Originally, the co-founders of amoosi - Jessica Sherlock and Nina Flowers explored the possibility of offering re-worked vintage pieces. In seeking feedback from the women around them they discovered that, although an appealing concept, what professional women most craved was the sophistication of bygone eras such as the 1940s, but with a modern edge. That edge was perceived as more than a modern update to classic, iconic vintage styles. Self-assured, self-aware women in the 21st century were also increasingly open to the idea of a fashion label that was ethical and sustainable, as well as beautiful and long-wearing. With these ideas in mind, Nina and Jess set out on their journey to create a fashion label built on ethical, well-tailored, gorgeous clothing and accessories.

The amoosi label has since become more than a beautiful, ethical fashion brand: the company is committed to paving the way forward for more young designers to add an injection of style into sustainable design. Jess and Nina currently run a programme called 'Skills for Sustainability' which takes a live design brief to colleges throughout the UK. The winner of the brief is invited to design a piece for the following amoosi collection.