Chief executive Adam Smith said the label will launch in autumn next year and provide ethical fashion at mainstream prices. It will be headed by former Miss Selfridge chief Sim Scavazza as creative director. The wholesale operation is expected to launch in 2009.
Smith stressed that own label is not a move away from Adili’s existing brands. The next brand to come on board is Edun, the ethical label launched by Bono’s wife Ali Hewson.
Smith added that, as a listed company, the retailer will be in a better position to make acquisitions as consolidation occurs in the ethical sector. “We are not targeting anyone… but don’t want to be swallowed up if consolidation does happen,” he said.