Amana is a new eco-fashion label that recently launched in London. The name is a Moroccan Arabic word that means “delivered in confidence,” and is fitting for a line that seems to have done just that. The label was started by Helen Wood and Erin Tabrar. Helen became interested in sustainable practices while studying fashion design at Central St. Martin’s and Erin did her dissertation on ethical fashion while studying management at The London College of Fashion.
The duo have created their inaugural line of eleven pieces with fabrics that have minimal negative impact on the environment, such as organic cottons, hemp and silk blends, chunky hemp cord, and hemp denim. The garments are made by women artisans in Ain Leuh, a village perched high in the Middle Atlas Mountains in Morocco. The company ensures good working conditions, payments and provides technical assistance and training.