Our designer, Anne, founded ANNRO in 2017, because she felt a need to create a brand that would be able to combine beautiful, fashionable designs with comfort and sustainable materials. Here’s her story about the brand.
“Designing fashion has stuck with me since my youth and during that time it has developed into a strong passion. Through school and growing up I became aware of the importance of sustainability and the responsibilities that come with developing your own brand, which I try to spread equally throughout the entire value chain.
Before ANNRO I looked at other sustainable fashion brands and I had a hard time finding variety in the designs compared to non-sustainable brands. “Slow fashion” is a commendable trend and change from the norm, but we want to make an impact on how sustainable fashion is perceived by everyone – we want to inspire those interested in fashion just as much as those passionate about sustainability. To me the whole difference lies in convincing as many consumers as possible to be more conscious when buying clothes – and to do that we have to create garments, that would also be desirable if they weren’t sustainable.
“Sustainability should be a given, not an option”The main challenge of bringing sustainability into the entire value chain is economy. Naturally sustainable fabrics have higher costs due to lower demand, and guaranteeing better work environments by using European manufacturers lowers our margins.
But the more businesses and customers we are able to inspire to choose a more conscious path, the more we can bring down the cost and make these sustainable alternatives the new norm.
Sustainability should be a given, not an option. This is my single most important mission with ANNRO.”