DeviDoll Pure, New, Fresh but Different

Mocuin, Stars and The Moon, last Autumn

Its been a while since we here at DeviDoll have had something to say...actually we have had lots to say but just not enough time to put it down here....much else going on including re-thinking DeviDoll strategy, adding to the family and moving home.

But now as PURE London kicks off the 2010 fashion week/trade show season it is time to get back into the swing of things. Sort of...yes and no. We're getting back into it my being on the scene once again: commenting on what is interesting, relevant and new in ethical fashion across the globe; taking a view on what's being said and done -- so that is the YES part.

The NO part is (are you sitting down?) that DeviDoll.com is taking a sabbatical. Yep, taking some time off. Family commitments on the part of our founder, Sindhu Venkatanarayanan coupled with needing to re-energize the proposition -- retailing ethical fashion is wonderful but not necessarily the most effective way of being a 'design incubator' in the space as DeviDoll has been and always intended to be -- require we sit out for a while, practice some mindfulness and be less actor, more observer.

Having said all this, even as she stands back from DeviDoll.com, Sindhu has already deepened her involvement with ethical fashion by joining the Ethical Fashion Forum board. Her focus is on building partnerships with supplier networks in the developing world, particularly India. The goal is to offer increased market access for fair trade and community suppliers as well as larger suppliers. After all, India offers particular opportunities for growth in its fair trade supplier marketplace thanks to its growing excellence in fashion design and opportunities to link skilled designers with producer groups. This role is one way that Sindhu can personally help the global fashion industry to progress, and to bring fairly traded and ethically produced clothing onto the global high street and into more wardrobes.

And so to the matter of kicking off the new season with PURE. This show has come a long way in a short time -- this time a year ago it did not attract the same number or quality of ethical fashion design that it is today (read here for the first time any mag linked glam green fashion with this show...August 2009, that's gotta tell you something!). We have invites from Julia Smith, EJF, Terra Plana, Komodo, Article 23, and the unmatched Beyond Skin. It will be interesting to see how PURE is rated versus Estethica which is part of LFW starting next week. We'll be at both, ferreting, chit-chatting, observing and noting as we do. So stay tuned.