Spanish retail company, The Mango Group, is planning to launch a new sustainable brand called Alter Made online and in select European countries.
The company is developing the brand’s marketing around conscious consumption and well-being, and it plans to support various sustainable and ethical initiatives to further its sustainability efforts. Items in the company’s collection are being designed to be durable, high-quality and environmentally friendly.
The Mango Group plans to use a short-run strategy to minimize product surplus and focus on local production. The company plans to produce products in Europe and Turkey and work with suppliers that have expertise in sustainability and traceability control. Additionally, fabrics and raw materials used in the production of garments will be examined for sustainability and quality control certifications.
“Alter Made is a different value bet of the Mango Group that is aimed at a specific audience that seeks to consume responsibly,” said Mango’s CEO, Toni Ruiz. “Our goal is to accompany this trend while learning and testing new ways of working which will allow us to advance in our global sustainability strategy.”
The launch of the Alter Made brand will be directly overseen by Ruiz, who has been working with Mango for the past 15 years. Ruiz plans to work with an international team of 12 people to develop the brand, according to FashionUnited.
“For us, this path that we are now beginning is an exciting challenge,” Ruiz said. “In society, there is a growing demand for collections that help to consume fashion responsibly and that is our main objective. Create quality garments, very careful, made in proximity and that have a long life.”
Alter Made is set to launch in early November and will be accessible to shoppers in Spain, France, Germany and the Netherlands.