Ethical brand Whomadeyourpants? is set to unveil the results of a re-branding at the Good Fashion Show, this weekend.
As part of the exercise, the name whomadeyourpants? will be changed to Who Made Your Pants? and a new logo will also be introduced.
Who Made Your Pants? founder and managing director Becky John said: “Who Made Your Pants? is about two things, it’s about great pants, and amazing women. For three years now, we have been in a development phase, working with amazing women, teaching and training them to work, and now we’re delighted to say we’ve got the great pants we’ve been striving for, a gorgeous new brand to match, and so it’s time to share it all with the world.
“We’re really pleased to be able to do this at the Good Fashion Show, an event designed to tell women that there are products out there that are gorgeous all the way through – and our products are very good indeed.”
Who Made Your Pants? is the brainchild of human rights activist and veteran sales person Becky John, who was inspired by a newspaper article about social entrepreneurs.
It puts together ‘perfect’ fabrics left over from the lingerie industry and women in its Southampton workshop, most of whom are refugees from war torn places such as Afghanistan, Somalia and Sudan. The organisation is structured as a worker co-op, allowing any worker to join the management committee, should she want to. All of the profits are reinvested in the business.
John added: “Our new branding seeks to bring our compelling story to life. Imagery evokes the lace that we rescue and the punchy text asking WHO made the pants stops people in their tracks. The feedback so far has been amazing – we’re looking forward to seeing it on the runway.”