« Everyone wants quality, speed but with fast fashion prices » – Liberation

After a public meeting exam earlier this week, the Senate will vote on June 10 the bill regulating the « fast fashion ». A text that targets ultra-feast fashion while saving brands like H & M and Zara. At the same time, French companies have a more virtuous production model, without being valued. This week, patterns of ethical marks tell us about their ecological awareness and their economic model. Today, Alix Petit, 42, founder of Heimstone who points to consumer contradictions.

“I launched the brand seventeen years ago, 23 years old. We are in an evolutionary creative work. We develop all our fabrics, all our prints. We have Our paw. Our products are recognizable, we have really created a Heimstone silhouette. Today ecological consciousness is really a creative engine for us. There are things that we don’t do in the same way anymore. Because we believe it does not go with our beliefs. Although we love leather clothes, we have largely reduced our production which has gone from around 40 % of our collections to 5 % today. The click was made in 2011, during the leather shortage when notr