Founded by London based designer and visual artist Alex Noble, EMG set out to become a pioneer of inventive sustainability through ethical fashion design in the higher end of the cultural market. The projects will run as ‘Cycles’, addressing different areas but with a focus on humanitarian issues caused by the fashion and textile industries. Each cycle will look to raise awareness and funds for a selection of charities and causes through the production and sale of exclusive and unique designs at pop up boutiques, exhibitions and online activities.   Designers from different disciplines will be invited to contribute to the cycles, to foster discussion, creative practice and communication on larger issues that result from a demanding consumerist culture.


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EMG unveiled Cycle 1 in July 2014 inviting designers including Giles Deacon, Zandra Rhodes, Basso & Brooke and Marcus Lupfer to lend their waste and left over print fabrics from their studios. These left-over materials were used to create unique t-shirts which were sold at a 10 day pop-up store in Soho. All proceeds went to charities TRAID and ChildHope to raise funds and awareness to protect children in Bangladesh from accidents, trafficking and abuse as well as guide them towards a route to education and a life off the streets while their parents work in garment factories. For further information about this initiative please visit http://www.traid.org.uk/projects/supporting-the-children-of-garment-workers/ 


Media support and feedback for the EMG Initiative’s first cycle has been fantastic with features appearing in The Observer magazine, Time Out, Vogue online, Metro and Emerald Street, to name but a few, alongside wide reaching social media mentions from the likes of the Wall Street Journal, Garage magazine and StyleBubble

The Observer Magazine

Following on from the great success of Cycle One, Alex Noble has been invited by the BFC to exhibit some of the pieces created for Cycle 1 as well as an installation in collaboration with SEWA and supported by Monsoon. The two projects will be showcased at the Estethica Emerging Talents showroom during London Fashion Week SS15. The installation created using fabric swatches supplied by SEWA and Monsoon is aimed at education the audience about SEWA’s mission to help raise awareness for issues faced by self-employed women of India – www.sewa.org