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Drapers speaks with Jordan Razavi, founder of sustainable womenswear logo Omnes, about his career in fashion retail and the company’s first celebrity partnership.
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London-based sustainable womenswear logo Omnes is in a project to democratize sustainable fashion.
While consumers are aware of the importance of making sustainable choices, high-value degrees are proving to be a challenge in the context of the cost-of-living crisis. In September 2022, the Drapers report on sustainability and consumers found that out of 2,000 UK consumers surveyed, 72% of respondents expected the emerging pace of life over the next 12 months to reduce the amount of money they want to spend on sustainable fashion.
Omnes, which operates online through its DTC as well as through a physical presence at Selfridges and Nordstrom branches, offers more inclusive value than many sustainable fashion brands. The brand’s retail prices range from £20 for a more practical long-sleeved short garment and V-neck in Better Cotton Initiative (BCI) rated cotton to £140 for a wallet-type coat made from polyester and wool blend, while its sublime iconic satin midi dresses start at £55 for an F-neck midi dress and up to £80 for a V-neck and long to the ankles.
Although Omnes founder Jordan Razavi introduced the procedure in 2017, when he officially registered the company, it took the Trinity College business graduate 3 years to launch the logo in 2020. It uses dead fabric from UK factories as well as natural, recycled and recyclable fabrics, adding recycled FSC viscose, BCI cotton and Lenzing EcoVero viscose, and in partnership with London-based non-profit manufacturer Fashion Enter, Omnes keeps its source chain short.
The brand’s enduring values trumped Oscar, Golden Globe and BAFTA nominee British actress Naomie Harris, leading to her first celebrity association.
Today (August 30), Omnes and Harris unveiled a limited-edition four-piece capsule collection, which adds minimalist day and evening dresses in red, burgundy, orange and black, designed with Harris and produced in partnership with Fashion Enter. Available to buy in UK sizes 6-20 in Omnes. com, starting at £85.
The company is also expanding its team to 22 core members responsible for design, purchasing, sustainability compliance and visitor service. In December, Omnes appointed Sara Beech, former senior strategic head of the Asos logo, as logo manager, and in March 2023, the company appointed former Ted Baker womenswear purchasing manager Fiona Heygate as its new purchasing director. The same week, the logo was named a finalist for the Drapers Sustainable Fashion Awards 2023, in the Brand of the Year category (corporate <£10 million). in billing).
Jordan Razavi, founder of Omnes
Drapers talks to Notting Hill-based Omnes founder Jordan Razavi (right) about his worst morning habit, his source of recommendations, and his favorite sustainable menswear brands.
Quite unhealthy, I look at my phone to check sales and the Financial Times to keep up with global affairs.
I worked as an assistant in a music production company [in collaboration with music producer Magnus Fiennes].
In fact, I don’t revel in fashion. Omnes is my first step into the industry. I started the logo because I’m passionate about creating a logo that you can feel smart when buying.
More iced coffee: I drink too much all year round.
That we have the product reaching the market at that time.
[My favorite place to shop] has been [LVMH-owned luxury branch] Le Bon Marché in Paris, perfectly organized.
Le Bon Marché, Paris
An Oxford blouse from [Scandinavian haute couture brand] Tiger of Swedish. I appreciate the way they create timeless, well-made pieces. It’s also smart to see that they’re paying more and more attention to sustainability.
I must say I’m biased because a close friend of mine, Bryan Conway, is the artistic director there [since 2020].
WhatsApp: I would pick up the phone and have a verbal exchange with someone instead of doing it through email.
These numbers don’t lie.
Second-hand time: The last of the Soviets through [Belarusian and Nobel Prize winner] Svetlana Alexievich.
Yvon Chouinard, the founder of Patagonia, has managed to grow a business responsibly, doing a lot along the way.
Anything about [British musician David] Bowie. A true and original genius.
Don’t overcomplicate things and don’t think about it too much. Keep it undeniable and stick to your beliefs.
My father avoids nonsense and gives me fair recommendations when I want to.
Registration is now open for the Drapers Sustainable Fashion Awards 2024
Winners will be announced during the awards ceremony at the Hilton London Bankside on March 13, 2024.
Omnes x Naomie Harris
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