“Every cloud has a silver lining”

…such a beautiful, soothing image… Obviously the phrase was coined a long, long time ago, before clouds delivered acid rain and the contamination of our planet was at its minimum. Rivers flowed crystalline waters without killer waste foams and malodorous emanations. All seven seas were not polluted and their fishes had not the stomach full of PVC. Manure was the fertilizer instead of chemical brands and fumigation against plagues was not another plague itself.

But all that has changed for the worst, what we have nowadays is Nature bearing contamination, pollution and every form of aggression due to men haughtiness and arrogance, convinced to be kings not only of mother earth but of the whole universe.

In the name of God Progress we cut trees, woods vanish, to build roads; miles and miles of whatever they are made of in order to go as quickly as possible from one point to another which is not bad in itself but the price we pay, is it not too high?

I am not against progress, certainly not, but it is a word that excuses every assault made in its name.

Environment conscience is a must and I found a new approach to it that pleases me very, very much, because silence gives consent I am in favor of anything that gives Nature the respect it deserves.

The NUD-HED label is what I am talking about and this time in relation to the commitment of the users to work only with organic materials: like cotton, bambuu, hemp, linen Eco fleence…in the production of their wares. Organic clothing free of chemicals and pesticides, controlled and adequate sewage treatment that reduces waste, saves energy and helps to preserve the ozone layer, according to the Europe Directive 1980/2000.

We shall conclude with one great truth “never is too late to mend”.

Ecology and Identity

Have you ever thought how our actions describe who we are in our core being?

It seems like is a time for change, time to become socially conscious and try to change the world for the better, to think in new and revolutionary ways that will form a more progressive vision on how we perceive fashion, ecology and identity.

Cultural fashion has always had a big impact on how different cultures express their distinctiveness & traditions, on how we see ourselves and how we present our selves in our daily lives. Even if our identity is partially characterised by our appearances this doesn’t seem to be always the case.

Fashion has the power to create narratives that can exist throughout the design history. However we can still maintain our individual identity while creating durable values.

By becoming ecologically conscious you respect the environment and the ecosystem; all the natural variables make our communities vibrant and integrated wholes that allow nature to act its magic.

H.E.D is here to support the ‘green’ values that will create a different way of perceiving fashion, while respecting the humankind, the society and the eternity of aesthetics. Be part of our drive...

The NUD: How we came down to be H.E.D

Since time immemorial to present fashion has become an everyday item for almost everybody. And fashion is not an abstract concept only, but an industry that involves all levels of society in its making, a business that moves millions and which target goes from grandmothers to, indirectly, newly born children.

Fashion has traditionally been a domestic affair, enclosed within the boundaries of each country. There was a certain trade involving silks, wools, leather and cotton from abroad but nothing else, except the influence of great designers that were copied everywhere.

Things changed with prêt-a porter, the youth revolution, better terms for workers thanks to trade unions and globalization. National labor became too expensive in the, until now, rich “First World”. Outsourcing came as the solution for profit raise, and it meant the suppression of labor rights or equal trading conditions among people and countries.

The NUD believes in fashion as a way of change, an open window to achieve an improvement through our three core labels: H.E.D in order to achieve a fairer and more sustainable fashion business.

Our labels represent our way of promoting ethical fashion we are trying to build and it means and with each we are trying to gain a significant improvement in three different areas:

H: Human rights and fair trade commitment. This includes protection of child labour, women empowerment, fair work schedules & salaries as well as ensuring safe and healthy working environment for all the employees & designers.

E: Ecologically conscious. Uses of raw materials (e.g. cotton, hemp, linen) with the ultimate benefits to reduce waste, save energy, protect global warming and ozone layer and management of natural resources.

D: Development of Pioneer designers. Promotion of new creative and innovative talents who lack resources.

When you buy any H.E.D piece of clothing you are contributing to a better world, where working people regain their dignity, Nature gets the due respect it deserves and young, enterprising, talented designers have a saying and their place in the always exciting arena of fashion.