In today's interview, meet Jade Maria Burrowes aka (I AM A GOOD GIRL), founder and designer of IMGG. HUMAN. An ethical brand based in London, offering organic t-shirts for both men and women. I AM A GOOD GIRL creates original designs showcasing her unique rebellious style making it one of the most interesting eco brand out there. This independent label is sure to make it's mark in the ''slow-fashion'' industry by embracing and celebrating each individuals distinctiveness. Read on to no more about IMGG. HUMAN.
Tell us about yourself, your background and how you became interested in starting your own ethical fashion brand?
I hosted a fashion show in the former Norwegian embassy in Lancaster Gate where I sourced young ethical designers based in London under the catwalk title of: La Cinematic 40. From this point I began writing luxury watch reviews for timepiece manufacturers such as IWC SHAFFHAUSEN and Omega S.A. I then became a visual merchandiser for one of Britain’s most famous multi-channel department stores and was asked to speak in July of this year about the: Fundamentals of Visual Merchandising on the main stage at fashion tradeshow: Pure London.
Additionally, whilst working as a visual merchandiser I’d been exercising an interest in digital art and had created a few pieces and decided after starting my degree in Design and Innovation that I’d like to pursuit the idea of showcasing my art on a modern canvas of a t-shirt and somehow influence others to follow their dreams.
This compassionate idea of following one’s true ambition paved the foundation of becoming an ethical designer.
What's the meaning behind the name IMGG. HUMAN?
Directly interpreted IMGG. is the abbreviation of my designer name: I AM A GOOD GIRL. IMGG is designed to reflect the essence of what makes a human. I choose to create very direct statements with the text used in a design formatted to augment its abstract nature, severing through pretentions and making no vague statements. When designing I look for detail and contrasting simplicity.IMGG. showcases art for the sake of art itself. A piece of art can neither be good nor bad as it is a completely unique visual representation of a person’s thoughts and of the world they see. Like art, my designs aesthetic is ever changing in regard to color palette and image. However, every piece holds the bold undertone synonymous with IMGG. clothing; the quality of self-exploration without pretensions.
What was the creative inspiration for your latest collection titled "Variation of the Truth"?
The Autumn Winter campaign for 2017 is intended to inspire you to think about what is real and what is left to conjecture, working with images and text which bend the truth without telling a lie. The image you see is exactly what it is, interpreted with a single meaning or multiple as your mind is subjected to new matter the meaning of the matter on the garment will change. A sort of surreal mirror of oneself.
Photo Credit: https://iamagoodgirl.teemill.com (Limited Edition Women Jumper)
Advancement is real and inevitable no matter how trivial.
IMGG. HUMAN's t-shirts fabric are ethically sourced in Rapa Nui and a portion of the proceeds for every t-shirt purchased is given to the main and surrounding community in the area. Can you tell us more?
The area in which the fabric for IMGG. has moved in recent months. The cotton is newly grown in India where employees are given a Fairtrade wage and is then shipped to the UK. The fabric used for the t-shirts and jumpers is 100% organic cotton produced in an ethically accredited factory in the Isle of Wight, UK which is powered by windmill a renewable energy. Each t-shirt is also able to be returned to IMGG. where the fabric will be recycled indiscriminate of how may years the garment has been owned. The printing technology used is digital, with this method of printing we use sustainable, eco-friendly, water based inks. In the near future, IMGG. will be looking to screen print.
What are the changes and improvements you've seen in the lives of the people living in these communities?
In the Isle of Wight factory, we’ve been able to offer young people in the area vocational courses which enables them learn a new skill and boosts their morale having a knock-on effect on their quality of life.
To ensure sustainable and ethical practices within your company, what are the measures taken?
As aforementioned we concentrate on fair wages, using printing materials which are not harmful to the environment and we recycle the fabric used.
What sets apart IMGG.HUMAN from other socially conscious brands?
To answer this question, I would say not only the IMGG. ethos but inclusively the designs offered. The IMGG. designs are immersed in an air of blunt sophisticated artistry which competes against brands within the market in a new and innovative manner.
What is the biggest lesson that you have learned since you've started IMGG. HUMAN?
The benefit of honest design. IMGG. explains what it means via its designs there are no allusions to something else, it is quintessentially itself. In this way it has become an inclusive movement.
Why is running an ethical brand important to you?
Because my raison d’ệtre in life is to create and inspire. I believe my life can only be measured by how I effect the lives of others and I strive to do so positively.
How do you maintain a work/life balance?
A diary, without my diary I would be lost. I also practice hygge, I take the time to enjoy whatever it is I am doing and to be fully planted in the moment. Learning to ‘be’ is important for mental and physical health.
As a woman entrepreneur, what do you think is the most significant obstacle to women’s leadership in business?
Female entrepreneurs but also black or ethnic female entrepreneurs I feel are faced with three major obstacles. We are having to fight against; the regressive female image, racism and gender in-equality.
Photo Credit: https://iamagoodgirl.teemill.com
What kind of legacy do you aspire IMGG. HUMAN to leave in the "slow-fashion" industry?
That the conviction of IMGG.’s art designs is present from concept to conception.
Do you ship worldwide? How can people get a hold of IMGG. HUMAN t-shirts?
I’m proud to say that yes IMGG. is available to be shipped worldwide within 1-5 days. Simply type in IMGG. Clothing or www.iamagoodgirl.teemill.com into google or follow us on Instagram @imgg_clothing. I will also be hosting one-to-one branding session in February 2018 at London’s renowned fashion trade-show PURE London of readers are interested in meeting me. You can also find my presentation from this years show on the PURE London website about visual merchandising.
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