What first caught my eye with COLLECTIVE was their raw portrayal of femininity. Great models and even better photography bring a sense of the simplistic notion that ‘less is better’, stating that one great t-shirt and a bit of attitude is all you need to look your best. While extremely well made (meaning you can keep it for a very long time!) these lovely things are of the most beautiful cuts, fabrics, and colours. Better known for their t-shirt collaborations with the legendary photographers Terry O’Neill, Bob Carlos Clarke and Nick Veasey, the brand has decided to return to their core product line of organic premium basics.

Perfectly cut and finished to the highest standards in terms of technical properties, quality and appearance, the beauty of COLLECTIVE’s new range is in its simplistic craftsmanship. All garments also bare the hallmark of being produced in an ethical manner. The main message behind the new range is the notion of ‘human agency,’ i.e the power a person has to make their own decisions.  In COLLECTIVE’s case it is their decision to be 100% transparent about all their production processes and to be as ethical as they can be. Taking an almost scientific approach to their garments, they outline the exact ingredients that make up each garment and recognise where each garment was made. 

Check them out at

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Katie Gannon

After running an ethical fashion label for 5 years, I started this blog in 2007 after learning first hand about the importance of sustainability in fashion design. I am a passionate environmentalist and wish to promote individuals and organisations around the world working on innovative design. I have a BA in Communications / Media as well as a Cert IV in Clothing Production, and run my own graphic design company at

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