Sevda London Prides Itself on Quality, Care and Sustainable Principles
For some, fast fashion is the way. And for others, it’s entirely the opposite.
At Sevda London, founder and designer Sevda Mutlu is focused on low impact and high consideration when it comes to the products she puts out into the world.
The British ethical brand made a recent foray into the denim world, embracing a fabric that’s been so consistently beloved, and wove its eco-friendly ethos right into the fabric of its creations.
Carved in Blue caught up with Sevda herself to get the scoop on what the company is creating and what’s ahead for eco fashion and denim.
Carved in Blue: Can you tell us a little bit about your brand and its mission?
Sevda: SEVDA LONDON, which contains my own name, launched in 2013 in London. Our mission is to create an ethical brand with extraordinarily high quality and safe products, with decency, passion and the talent behind it all, and build a platform where we can introduce them to our consumers and always enhance these values we embrace during our production.
For us, high-quality products made by true artisans is extremely important to be recognized, especially in today’s fast-paced and fast-consumed world. While we increase our speed to produce ‘more’ for much cheaper, we are losing the qualities of what make us valuable and what really feeds our souls: creativity, artisanship, appreciation of handcrafted work, and respecting the talent creating this artwork.
In the end; If we lose these values, then what really will remain of us? Or aim is to protect these values and encourage our customers to appreciate them as well. That is my mission.
Carved in Blue: What made you decided to use TENCEL™ x REFIBRA™ Denim in your products?
Sevda: We are one of the supporting brands of The Sustainable Angle and its Future Fabrics Expo, where I was introduced to TENCEL™ x REFIBRA™ Denim. I must admit I was really attracted to the idea of using ‘waste’ as a resource and turning something old into something brand new, which will reduce the dependency on raw materials. I found this totally revolutionary and I strongly wanted to be part of this transformation. Since I am very decisive with, and discriminatory, when it comes to the materials we use, I believe TENCEL™ x REFIBRA™ Denim Fabric is a great supporting addition to our Low Impact Leather range.
Carved in Blue: How has it improved your product?
Sevda: I had never created a bag made with denim fabric before. Our collection is mainly made with low impact leather and lined inside with suede. Certainly, fabric with TENCEL™ x REFIBRA™ Denim increased the value of my handbags with its unique strategy, technology and the story behind it.
Denim is a very special material; everyone of all ages from seven to 70 share it in their wardrobe and feel comfortable with it. Women are in love with denim and it is an indispensable part of our wardrobe. Our Emma backpack made with TENCEL™ x REFIBRA™ Denim certainly will make our brand more appealing to the new generation who not only appreciate the styles, but also is very into the fabrics and materials with a lower environmental footprint. Today, thanks to ongoing technological and productive research of Lenzing, it is possible to create a beautiful sustainable bag without compromising its style, elegance and individuality. Our Emma Backpack is an example of this success story with our sustainable approach to our design process and our selectiveness in sourcing very low impact materials. When we combine this with the talented hands of true artisans, the outcome is forever excellent.
Carved in Blue: How important is sustainability to Sevda?
Sevda: I have always wanted to create a unique brand with sustainable principles embedded into its DNA; such as, transparency, sourcing very low impact materials, high quality with enduring qualities along with artisanship. I have always refused being part of this fast consumed ‘more, more, more’ society and contributing to it as a designer. Therefore, sustainability for me is to create extraordinarily high quality and safe products with decency, passion and talent behind them all, and build a lifestyle brand where we can introduce them to our consumers, to their new homes, where they will be loved, cherished deeply with a peace of mind for years to come.
We encourage our customers to slow down their buying habits; instead invest in better, valuable products. Together, without compromising our style, we are all part of the reformation to be more sustainable and to slow reckless consumerism. And we believe we can only achieve this together!
Carved in Blue: Where do you find denim inspiration?
Sevda: As a Londoner and a British designer, my main inspirations are driven mostly from the vibrant and energetic atmosphere of London, English countryside and especially the spring and summer seasons when beautiful flowers envelope all of nature and the meticulous English gardens. Tulip flowers embroidered on the front of the Emma Sustainable Backpack made with TENCEL™ x REFIBRA™ Denim is a reflection of my admiration of English Gardens.
Yet, very influential and strong female leaders are also another inspiration for my creativity. For instance; the actress, model, and activist Emma Watson inspired me to create our Emma Sustainable Backpack. To us, Emma embodies all aspects of a SEVDA superwoman; throughout her busy career she has made it a priority to further her education, and as a UN Women Goodwill Ambassador, Emma continually speaks out for women’s rights and equality. Emma believes in and always contributes to ethical fashion; so do we!
Carved in Blue: What’s missing from the denim industry today?
Sevda: Although I am quite new to the denim industry, I can easily say that denim is an indispensable feature of our wardrobe—of all ages from seven to 70. It represents freedom, individuality, modernism, especially from women’s perspective of equality and our liberation.
Yet, along with positive aspects of its uniqueness and style, there is also an ugly truth behind it, especially if it is part of the fast fashion production with lack of transparency when it comes to fair labor practices, organic farming, toxic-free dyes. Excessively producing raw materials from nature, like cotton, which is the main ingredient of denim fabric is another critical problem waiting to be solved.
We are living in an era where we don’t need to further promote the consumers to purchase denim products anymore, since it is already an established part of our lifestyle. Instead, we should deliberately and intentionally start promoting, encouraging, inspiring consumers to invest in the right lower impact denim products with right sustainable principles. I think this is the most missing point of today’s fast consumed world. We should tell the story more often about its contribution to lowering the environmental impact of the industry.
Carved in Blue: What’s your first denim memory?
Sevda: As far as I remember, I think it was the excitement of buying my first pair of Levi’s jeans. I had definitely felt so cool wearing them. It is amazing to see how much fashion affects your mood and the confidence you feel about yourself. I was about to conquer the world!
Carved in Blue: What does Carved in Blue mean to you?
Sevda: For me it means, technology development and innovation. The community and the ecosystem working together for the improvement of textiles and fashion industry. Creating a better future for generations and the environment. And providing an ethical and sustainable platform for designers in order to express their creativity.