Spanish fashion label Mango will launch a new sustainable brand Alter Made, targeting consumers who are committed to responsible consumption.
The new brand will be presented in November and available online in some European markets such as Spain, France, Germany and the Netherlands, with materials and fabrics produced locally in Europe and Turkey.
According to Mango, the collection features a higher price than its mainline because Alter Made products will last longer and let customers experience when owning a stable and sustainable wardrobe – the antithesis of ‘fast fashion’.
The collection is said to be durable, high-quality and timeless with low production volumes to reduce the risk of overstocks and waste. Mango is targeting sales of 25 million euros annually in three years.
“Alter Made is a different value bet of the Mango Group that is aimed at a specific audience that seeks to consume responsibly,” said Toni Ruiz, CEO of Mango.
“Our goal is to accompany this trend while learning and testing new ways of working which will allow us to advance in our global sustainability strategy.”
Alter Made will be created by a team of 12, led by Alejandra Mur, who has worked with Mango for 15 years.
“For us, this path that we are now beginning is an exciting challenge,” said Mur. “In society, there is a growing demand for collections that help to consume fashion responsibly and that is our main objective – to create quality garments, very carefully, made in proximity [to where they are sold] and [designed to] have a long life.”