Fair Fashion brand Introduction: Mori collective
As the name already says, Mori collective is a collective of two labels namely Mori and Diamonds from Dirt (DFD). The brand was founded in 2015 in the Finnish capital Helsinki. As they state themselves they want to change the fashion indsutry step-by-step by finding ways towards more sustainable fashion.Behind the label are the two powerwomen: Tytti Alapieti and Jenni Koli. Their mantra for the brand is
"live, love recycle"
But how does this translate into their brands' style?“We design according to slow fashion values: timeless and stylish pieces, material- based design, and responsible close-by production. Nature, geometry, symbolism as well as high quality materials inspire our collections” as stated by themselves. When one has a look at their collection, the colors will certainly catch your eye. Whether pastel colors or deep greens or purples, their color palette is far from monotone. Also, the use of velvet fabric seems to be a recurringly used material in their items which adds to the brands' recognition value.
Where does the name Mori originate from?Mori essentially has two translations: In Japanese it means forest, whereas in Latin it means mortality. Combining these two translations into "forest mortality" they want to point to the ongoing destruction of our forests and call for our responsibility to protect the environment. Also it's a metaphor for our limited time on earth that we have to realize our dreams.
What's their brand's mission?The brand focuses on producing small series in order to avoid surplus which is commonly seen by mainstream Fast Fashion brands (and disposed when not sold). Further, their clothes are all manufactured nearby in Estonia. As a third important pillar of their brand's mission they state their close attention to the product life cycle. This has a direct influence on the materials they chose, which often includes reusing industry's leftover fabrics.
My personal experience: I was very fortunate to be gifted a free PR Sample of their current collection. I chose for a dress from the Chrystal Seeker line, which is "inspired by the beauty of the seas, rocks and minerals". Made from organic cotton, it is lightweight and feels soft on the skin (therefore also perfect for travelling!). I love that the brand doesn't avoid incorporating prints and colors into their designs. Often other fair fashion brands stick to neutral and earthy colors.If you feel inspired by their mission and are as appealed by their beautiful clothing lines as I am, then don't hesitate to check out their online store by clicking here.