I came across Little Green Story at London Fashion Week. This Swedish brand creates organic t-shirts with illustrations inspired by emotions and moments in life. Helena Akesson the designer behind the label told me that she wants to work towards eco-friendly and ethical fashion that is both simplistic and trendy. As she explained: comfortable with a rock and roll edge. Minimal yet directional.
Helena designs Little Green Story for independent, trend aware urban women with an environmentally conscious mind. Her aim is to expand the collection for next season to offer a complete concept. I will keeping an eye out for future stories.