Launches the Green Room in Support of Social and Environmental Awareness

Published: Tue Feb 23 2010

The Green Room will include a line-up of fashion and beauty brands, own-label collections and a series of collaborations with artisans and small producer groups Ė all with the aim of supporting social and environmental awareness.

The launch coincides with Fairtrade Fortnight, The Fairtrade Foundationís annual two week awareness campaign which this year runs from 22 Feb Ė 7 March.

Brands on offer will include shoes from Beyond Skin, Terra Plana and Swedish Hasbeens, clothing from Bassike, Slow Motion and People Tree and accessories from Made and Matt and Nat. Beauty brands available will include Caudalie, Green & Spring and Nealís Yard. will also be the exclusive UK online stockist of a range of organic cotton t-shirts from Borders & Frontiers. The t-shirts feature designs from some of the most influential fashion bloggers including Susie Lau of Stylebubble and Rumi Neely of fashiontoast. Borders & Frontiers is a new London based label with an emphasis on environmental and ethical approaches. In addition, is excited to have been chosen as the first exclusive online partner for the launch of the Emma Watson for People Tree collection launching in February.

Model shots of the ASOS Africa range
The first of ASOS.comís own-label collaborations for The Green Room will be ASOS Africa, a capsule collection of clothing and accessories designed, sourced and produced in collaboration with several small communities in Africa. ASOS Africa will offer contemporary silhouettes such as jumpsuits, playsuits, blazers and cropped trousers all re-worked using African kangas Ė the vivid printed cottons traditionally worn throughout Eastern Africa Ė as well as handmade leather accessories. ASOS Africa launches on the 22 Feb with clothing prices ranging from £15 -£75 and accessories from £18 -£32.

ASOS.comís collection of own-label Fairtrade cotton jersey tops will also sit in The Green Room. Featuring vests and tees in a variety of styles including printed, cropped, and embellished designs, each piece carries the FAIRTRADE Mark[1] which provides a guarantee that the cotton used was produced and traded in accordance with international Fairtrade standards. Vests are priced from £10 and tops and tees from £14.

Customers will be able to follow the journey of the ASOS Africa products and find out more about The Green Room brands on ASOS Life, the online community.

Caren Downie, Buying Director, said: "The Green Room is about fashion first but with a conscience. It is really exciting to be able to offer our customers beautiful things and also the opportunity to make a positive choice to impact the environment and the lives of people in underprivileged communities."


Borders & Frontiers
Emma Watson for People Tree
Pants to Poverty
People Tree
Slow Motion
Accessories & Footwear
Beyond Skin
Matt & Nat
People Tree
Swedish Hasbeens
Terra Plana
Anatomicals Naturals Collection
Body America
Butter London
Cowshed Spa
Figs & Rouge
Green & Spring
Holistic Silk
Korres Colour
Louise Galvin
Mama Mio
Nealís Yard
Ole Henriksen
This Works
Tigi Love Peace & the Planet
Tommy Guns
Yes To Carrots
Young & Pure

[1] The Fairtrade Mark is a certification mark and registered trademark of Fairtrade Labeling Organisations International (FLO) of which the Fairtrade Foundation is the UK member. The FAIRTRADE Mark is an independent consumer guarantee of a fair deal for farmers in developing countries. For more information visit

Established in June 2000, is the UK's largest independent online fashion and beauty retailer. With over 19,400 branded and own label products available and 1000 new lines added each week, is rapidly becoming the market leader in the UK online fashion world. Aimed primarily at fashion forward 16-34 year olds, attracts over 4.5 million unique visitors a month and has 1.88 million registered users.

For further information, images and samples please contact: Amy Davies,, Greater London House, Hampstead Road, London NW1 7FB, +44 (0)20 7836 1284,,

John Wood
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