Plum of London x Positive Luxury


PL-TrustMark_black                      The luxury British knitwear label Plum of London has received recognition for its sustainable practices and has been awarded the Butterfly Mark

“Positive Luxury” has awarded the sustainable alpaca knitwear brand Plum of London, with the Butterfly Mark for its outstanding commitment to championing positive initiatives on both a local and global level. These achievements have led to Plum of London’s recognition by the advisory board of Positive Luxury as a Positive Brand of 2015.

Plum of London has completed and excelled the assessment and verification process by the Positive Luxury advisory board including leading experts such as Dilys Williams – Director of the Centre of Sustainable Fashion, Sir Jonathon Porritt – founder of Forum for the Future, Patrick Laine – CEO of Better Cotton Initiative and Nigel Salter – co-founder of SalterBaxter. Positive Luxury awards the Butterfly Mark to brands that have a positive impact on both people and the planet.

“We are delighted to receive the Butterfly Mark because we firmly believe that sustainable action, particularly in the luxury fashion market not only consolidates our brand’s reputation but also enhances its competitiveness” says Plum of London’s Founder Hugo Douglass. “We go to great lengths to ensure that we’re innovators in all practices concerning sustainability and alpaca – it is at the very core of all that we do and to receive recognition for this is a great honour. If we can be respectful to our partners, the communities in which we live and remain respectful to our planet’s finite resources, we will enjoy long-term success as a company.’’

In being awarded the Butterfly Mark, Plum of London stands alongside many highly esteemed brands who have been recognised for their conscientious and methodical approach to improving both their ethical and sustainable credentials. These brands include but are not exclusive of Gucci, Burberry, Louis Vuitton and Alexander McQueen. If other global brands can share the same desire and ambition to provide consumers with a greater level of trust and transparency in all their dealings, the world and its inherent beliefs will no doubt change for the better. Armed with Brand Ambassadors including actor Adam Garcia, journalist Celia Walden and philanthropist and humanitarian Alisa Swidler, the company’s ultimate aim will surely soon be realised.

Plum of London strives to create a diverse and conscientious environment combining the same meticulous approach to their positive initiatives as they bring to each of their luxury knitted and woven alpaca pieces. As many similarities have been made and comparisons drawn, some commentators have likened the luxury British alpaca brand to that of Brunello Cucinelli’s eponymous cashmere brand. Perhaps Plum of London will indeed become Britain’s answer to the ‘King of Cashmere’ some day or as they will no doubt prefer to be known, the ‘King of Alpaca.’