The Belgium fashion chain JBC started a new sustainable collection in 2009 with the name ‘Fair in Style’. The brand lives up to its name and since the start the collection is being produced as environmentally friendly as possible, using certified sewing facilities whenever they can. A fashionable and honest collection showing that fair fashion can be stylish.

JBC has always strived to be successful within their ethics. In the past the chain has worked with their ‘Fair in Style’ collection they aim to take this a step further. The collection is the result of a cooperation between JBC and the Dutch company Mud Jeans, another MADE-BY partner, which has broad experience with jeans and casual wear and knows the world of sustainable production.

“Fairly produced but also fully fashionable, that was the starting point of the Fair in Style collection.” says Benno Oostinjen of Mud Jeans.

“The unique aspect of Fair in Style is that it is a complete, coherent and contemporary collection that from the beginning has been produced in an environmentally friendly way, respecting the people involved in the production process. Making a plain T-shirt in organic cotton is not that difficult, but making sure that all prints are environmentally friendly and that the working conditions and the environment are also being respected is something further to consider and work towards. It can at times be a challenge but offering a sustainable product with reasonable pricing is important to Fair in Style and our philosophy.”