ANNRO: Behind the Seams

ANNRO: Behind the Seams

I have recently interviewed our dejlige designer Anne Rosholm, the creator of ANNRO, to find out more about the world of the brand.

10.02, Nørrebro. I walked into Andersen & Maillard, one of the coziest coffee shops in the Nørrebro area in Copenhagen. The smell of coffee and fresh-baked pastries was incredible. I might let the kanelsnegle at the counter tempt me, but Anne’s waving made me go back to reality. So, there she was! Anne — wearing her most adorable smile. She was wearing a piece of black sustainable velvet clothing from the ANNRO ROYAL capsule.

I know Anne enough to understand when she is a bit nervous and, indeed, she was. So I tried to reassure her in front of a good cup of coffee…and with a dose of “no worries, easy questions!”.

Livia: “Hello Anne! So, can you explain to us how the idea of creating ANNRO was born?”

Anne: “I’ve wanted to become a fashion designer since I can remember, and the idea of launching my own brand has always been on my mind (smiling). So, after my graduation in Trend and Design Strategy at KEA, I decided to actually go for it, follow my dream and start creating ANNRO. I will not deny that the fear was real at the beginning”.

Livia: “Fear? Why? What were you afraid of?”

Anne: “I think that a lot of entrepreneurs begin their journey with a fear of failing, and I was no exception. When you start a business with something that lies very close to your heart, it becomes a fragile process. Though as soon as I got going — and failed a few times — I realised that this is all part of the process. I have no intention of giving up on this dream, no matter how many times I have to fail to succeed”.

Livia: “That’s great! I’m very happy to hear that. What would you say is the main mission of ANNRO?”

Anne: “ANNRO stems from the idea of finding a way to create designs that are desirable not only because they’re sustainable, but also because they’re beautiful. Combining fashionable designs with sustainable materials is the essence of ANNRO for me — and on this lies its mission, I would say”.

Livia: “Yes, about that, I see more and more emergent brands choosing to embrace sustainability. Why did you choose the sustainability path for your brand?”

Anne: “I think sustainability should be a given for all businesses and brands worldwide. We have to think about ways to exist that don’t affect nature and humanity negatively — or at least try. I chose the sustainable path for ANNRO essentially because I really want to make a difference and give the fashion industry an opportunity to improve itself — or even redeem”.

Livia: “You are referring to the consequences of fast-fashion production. Aren’t you?”

Anne: “Yes, I am. The fast-fashion industry is such a huge market. Many consumers are not aware of what might be behind a 30 DKK t-shirt. In most cases, it is damaging both to the environment and the workers on a global scale. I want to change the attitude of consumers towards being more conscious about what they wear. We often forget that we can actually change things, if we want to — and raising awareness about new sustainable alternatives in the world of fashion has become one of my pressing concerns”.

Livia: “That’s great, Anne. Really, I think that’s very noble. Now, a request: three adjectives to define the style of ANNRO’s creations…”

Anne: “Well, I would say the style of ANNRO is conscious, comfy, and high-quality, and if I can add one more — minimalistic.

Conscious: goes without explanations. As I told you earlier, this was a given for me since the very first moment I decided to launch my fashion brand. If sustainability is the future and we can choose to wear our future, why not do that? (smiling).

Comfy: personally I hate wearing clothes that is scratchy or too tight. Oh my God, can you stand that? ’cause I can’t! (laughing). So I really want my creations to be beautiful and comfortable to wear at the same time.

High-quality: well, all the garments I create go through an iterative process of sending samples back and forth between me and the sewing room in Poland — sometimes I actually might send it back 4 or 5 times with corrections before approving the final sample. Everything has to be perfect, you know? And especially in the stage of sourcing materials, I always look for certified fabrics that have been made without chemicals, which is better for nature as well as for our bodies when wearing them.

Minimalistic: as far as possible, I try to create designs that have a minimalistic look in terms of not using too much trim, such as zippers, buttons, etc. This is mostly to minimize the risk of anything breaking or falling off, and thereby prolonging the life span of the garments — but also to make the garments’ recycling process easier”.

Livia: “Alright. Well, Anne, this is the very last one. We are really curious about ANNRO summer collection. Please, tell us a bit about that!”

Anne: “I don’t want to give away too much just yet, but I can tell you that I have been working with a super-soft bamboo material and all the designs for the new collection are going to be very light and flowy. Hopefully this is going to be a great mixture for the perfect summer styles”.

The fabrics of the future

At ANNRO, we devote particular attention to the process of manufacturing our clothes with sustainable fabrics. What has to be considered for the building of a solid value chain by fashion designers? And where do sustainable fabrics come from? Let’s find out together!

When coming to the choice of fabrics, sustainable fashion can be pretty demanding. Everything has to be carefully reasoned and coherently applied in order to minimize the impact both in the social and environmental sphere. Reconsidering the materials used for producing clothes is an essential step towards the introduction of new ethics.

Acting sustainably begins with a conscious sourcing of materials

Achieving an eco-conscious production requires a series of considerations that have to be thought of by the fashion designers; from the extraction or harvesting of the raw material to the textile production and dye-fixing process and the biodegradability level of the fabrics for their future disposal.

Photo by Marianne Krohn on Unsplash

The fibre mostly used for the production of sustainable clothes are cotton and linen. Among them, cotton is said to be the oldest natural fibre existent; not surprisingly, it has constituted the basis for the production of clothes for millennia. With the raising of fast-fashion production, organic cotton has been substituted by its genetically-modified counterpart, the BT cotton. This has ensured an always-consistent availability of the fibre in the fashion market.

Organic is the new black

Slow-fashion production, however, has re-stated the importance of the organic cotton production developed with natural and untreated seeds. Pesticides — usually the cause of a multitude of chronic illnesses — are banned in order to ensure the safeguard of people and the environment. More than linen, cotton can be mixed with chemical fibres, among them polyester which ensures high elasticity and crease resistance to the garments.

GOTS and OEKO-TEX® certified cotton has been the basis of ANNRO’s winter collection 2018–2019. Our stretch sustainable velvet used to create both ANNRO Royal Capsule collection and ANNRO essentialsis provided with the OEKO-TEX® certification ensuring that no harmful chemicals have been used to produce the fabrics.

“We constantly work for improving our value chain”

In order to provide more softness to our clothes, we still use small portions of polyester (up to 20%) to be blended with organic cotton. As great supporters of fashion sustainability, we constantly work for improving our value chain. We do not pretend to claim ourselves 100% sustainable, but we strongly believe in the importance of raising awareness about sustainable and ethical practices among consumers.

“Sustainability and fashion can create something beautiful together”

As ANNRO’s founder, Anne Rosholm Mogensen, puts it: “There are many ways in which you can be sustainable. And you can be sustainable also without being it in every single part of your value chain. What is important is making consumers understand that sustainability and fashion can go hand in hand, and create something beautiful together”.


Fabrics and raw materials

Five Sustainable Fashion Fabrics of the Future