It's well established that they can launch small trends into the fashion elite. Raise your hand if you, too, bought gingham prints or Havaianas the moment you saw them everywhere in the Danish capital. You can bet that lace skirts and low-slung belts will be a staple in every person's fall wardrobe after this season.
Occasionally, an obscure label will receive endorsements from Danish socialites and follow a comparable path. This season, Camden in North London is the home of the newest independent label to gain popularity in the UK.
Disillusioned with the wasteful practices of the fashion industry, designer Emma Hill founded Damson Madder in 2020 with the goal of creating a more thoughtful and responsible brand. Emma quickly found her favorite colors—"damson," a plum, and "madder," a red plant—while experimenting with various recycled and organic fabrics and dyes. The rest is history.
After four years, Damson Madder's core values remain sustainability and thoughtful production, with limited releases of 15–35 styles per drop to reduce surplus inventory.
Emma informs us that starting in November of this year, "we will be going into much more detail with all components such as buttons, thread, and wadding inside jackets, which will now be 100% recycled on all garments." Thus, it makes sense that the brand has discovered such a fitting home during Copenhagen Fashion Week, the world's center of sustainable fashion, where every brand scheduled to participate must adhere to strict sustainability standards.
"Denmark was a major source of inspiration for me personally even before Damson Madder was born. The city has its own effortless style that has a distinct styling aesthetic; this has undoubtedly influenced the brand. Culturally speaking, Damson Madder as a brand is inspired by Copenhagen's global leadership in sustainability "the designer continues.