Brother Vellies is an ethical fashion brand that embodies the concept of ethical fashion as luxury. This brand is not just another ethical fashion label hoping to get in on the high-end of the market, they are part of the few that are creating that market. How? By mastering the art of luxury fashion marketing. After all, you know you made it when Zara starts copying your designs, right?
A fashion insider, the company’s founder Aurora James is precisely the kind of brain that could bring a niche like ethical fashion to the industry establishment. The footwear is handmade by African artisans in South Africa, Kenya and Morocco using traditional techniques and trying to keep the process as eco-friendly as possible, using vegetable dyes, responsibly sourced leather and recycling/upcycling when possible.
But what makes this brand different than all the other ethical fashion companies with ethnic looking accessories? For once, the are successful. A combination of great press and the right mix of distribution channels [including Amazon!], along with the now mandatory fashion blogger and influences’ endorsements have made Brother Vellies a name in the world of luxury fashion, not just ethical fashion. Think of Maiyet, the only other label that is comparable.
Personally, I can’t get enough of the furry sandals. My biggest obsession, though, is the art school shoe, reminiscent of Chanel’s art school backpack.