The Mountain
Wednesday, September 23rd, 2009
Another ASOS wonder-find, The Mountain is a New England based label, which has more to it than meets the eye. At first, they appear to produce a rather fantastic array of printed t-shirts, with quite innovative yet retro-esque designs. When I scanned my eye over the stock for the first time, I was transported to rural America, circa the early nineties (no surprise since they have been around for roughly twenty years now).
However, they don’t only produce well made, colourfully printed garments, they also produce them ethically. Most companies that are known for their ethical properties are famous mostly for precisely that, but unless you happened to click onto the ‘About Us’ section, you probably would never have known - certainly not from a quick ASOS purchase.
From the word go, before “eco” became the buzzword of the moment, The Mountain used water based inks, organic cotton and advocated land and eco-system conservation both nationally and internationally. They use full spectrum lighting to conserve energy, and all t-shirts are dyed and printed right there in New England.
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