Ethical ‘green’ clothing from ASOS

asos-green-room-africa-collectionAnything that makes life easier gets my vote.

We’re all busy people living fast-paced lives but by using some of the technological advances of our time, we can find tools and services to make our lives easier.

Online shopping is an absolute God-send in my opinion. Yes I love to support my local economy too but one thing I don’t like doing is hanging around in sweaty changing rooms when I need new clothes.

Send it me in the post to try on in the comfort of my own home I say!

When I started my ‘green journey’ finding ethical clothing that looked good was a huge challenge. There was the belief from designers that I wanted to look like a hippy. I may be a hippy at heart, but I don’t necessarily want to look like one – eco chic is more my style.

I was excited to find that ASOS, the UK’s largest independent online fashion and beauty retailer, have launched ASOS Green Room. Here you’ll find clothing with a social and environmental ethos which includes items from their own ASOS label, ASOS Africa and other named brands.

ASOS Africa is a collaboration between ASOS and SOKO Kenya. SOKO Kenya is a clothing production workshop that helps create sustainable, fair employment and offers training and skills to some of Kenya’s poorest people. Each piece of clothing has it’s own unique story and helps support people and the planet.

ASOS has recently worked with Paris based designer Jessica Ogden. Renowned for her eclectic style, Jessica has designed a capsule collection for ASOS Green Room. Drawing inspiration from the 1920s, Jessica Ogden for ASOS has been produced in Kenya in support of  SOKO.


When many people think of ethical clothing, they think of staid pieces without much style. But one of the most stylish ladies of our time; First lady Michelle Obama; has been spotted wearing pieces from the ASOS Africa collection. She looked stunning in a printed sleeveless oversized shirt while in South Africa earlier this year. The ASOS Africa range combines earth tones and neutral shades with vibrant prints on hand-woven fabric. The collection includes tops, shorts, cropped jackets, dresses, and wide leg trousers. The range is fun, feminine and on trend.

For every item sold from the ASOS Africa and Jessica Ogden collections, ASOS will donate £5 to enable SOKO Kenya to build a new workshop. They will also match fund each purchase with an additional £5. But that’s not all, in May 2010 ASOS achieved CarbonNeutral® company status. ASOS discovered their largest source of emissions came from packaging and customer delivery. All delivery boxes are now minimised in size and 100% recycled and recyclable. In addition inbound air freight has been significantly reduced by the company.

Not content with stopping there, ASOS are in the process of dedicating a whole section of their site to green ethics. On it, you’ll find an easy-to-use guide for some of the terms used in ethical fashion. If you don’t know your upcycled from your recycled or whether it’s better to buy vintage or handmade, the Green room will help you make decisions about which ethical purchase to make.

What I love most about the ASOS Africa range? The range is stylish and affordable. Tops start at £18 and a belted trench mac is £75. What’s not to love?