JOSEPH Partners With Love Welcomes Initiative

British fashion brand, JOSEPH has announced an impactful collaboration with Love Welcomes, a social enterprise supporting refugees. The collection of specially curated pieces will be available from May 2022.

The designer brand was founded in 1966 by Casablanca-born Joseph Ettedgui and has had strategic collaborations over the years with a variety of design partners.

The Love Welcomes collection is a limited-edition and hand-crafted capsule range with the focus being on the 18 refugee women that have handmade each and every piece.

“Working with an organisation that has such a strong sense of purpose was a real honour. They offer support in a tactile way, not just through textiles and product, but everything to do with daily life – integration into society, practicalities of life in a new city, a new country. The love and energy the women brought to the table, the joy despite their circumstances – it was a very humbling experience.” said Anna Lundbäck Dyhr and Frederik Dyhr, Co-Creative Directors of JOSEPH, about the collaboration.

There is a sustainability focus too as the products are made from waste silk and are part of the JOSEPH ‘Waste Project’ initiative launched by the brand in 2020.

Each year, an estimated £140 million worth of textiles goes into landfill in the UK; JOSEPH’S new collections utilise excess material otherwise destined for landfill and reimagine it into something new.

Research from Deloitte on sustainability and consumer behaviour highlighted that ethical issues remain a key driver for over a third of consumers. In a 2021 survey, 34% of consumers chose a brand with a strong focus on sustainability and 30%, brands with ethical practices.

Charity partnerships that go beyond an offer of financial support and which develop both the supporting brand and the chosen charity, all benefit from skill transference and innovation. These partnerships are increasingly at the heart of corporate organisation when it comes to social responsibility.

Abi Hewitt is the co-founder and CEO of the creative social enterprise Love Welcomes which launched in 2017, in response to the refugee crisis in Greece. It works across many locations supporting both refugees in camps and those who have been resettled.

The organisation provides training and skills to improve the self-worth of women refugees. Love Welcomes has already collaborated with Levis and popular culture artist, Banksy, creating products to help create funds for the social enterprise as well as raising awareness for the ongoing plight of millions who have been forced to flee their homes.

Just 134 pieces have been produced and will be sold exclusively on the JOSEPH website with profits going back to Love Welcomes. The capsule collection includes a crocheted silk tote bag that incorporates 22 metres of waste silk and takes the Love Welcomes team over 28 hours to create.

“We are thrilled to be working with JOSEPH, one of the most recognized and sought-after brands, who pay such attention to detail in their craft. Learning from the best of the best, it was an amazing experience and opportunity to learn from the design and atelier team who have taught the women their craftsmanship expertise. Through this collaboration, not only will the women have the opportunity to learn new skills, but they will also earn a salary (above the living wage). Financial independence is key to the empowerment of the women, giving them the ability to advocate for themselves and have confidence to rebuild their lives” says Hewitt explaining the benefits of working with the respected fashion brand.