Because it’s Cool

Launched in 2018, Mi Apparel is the new venture from a fashion buyer whose mission is to curate products that bring joy and make you feel good about yourself. “It’s safe to say, sustainable fashion isn’t boring or stuffy! It’s effortlessly cool, sexy and fun,” says founder Kate Auguste. 

The foundation of this is that every product has been created in an ethical, sustainable and transparent way (more on that below).

But it also means all the products – including fashion, beauty and homeware – are intended to be a reflection of the rebel in you, representing freedom for all, and freedom of speech.

With accessories starting from under £20 and clothes from under £40, the pricing is accessible, too.

Because it Matters

Auguste says: “The brands I sell at Mi Apparel are all passionate, active activists in making our fashion industry better. They prove to us all that fashion can be pushed to make the supply clean traceable, to give workers a fair wage and better working conditions.

Products are made exclusively from sustainable materials: organic cotton, Tencell, Model, Lyocell, recycled polyester and post-consumed plastic, recycled wool, linen and fire hose (from the fabulous Elvis & Kresse).

When it comes to postage and packaging Mi Apparel operates a zero waste, zero plastic policy. Customers in-store are given a brown paper bag and online orders are sent out in a reusable cotton drawstring bag and wrapped in a brown paper mail bag.