Revolutionizing Fashion: VIN + OMI's Sustainable Rebellion

In a world where fashion often prioritizes profit over planet, the design duo VIN + OMI have emerged as trailblazers, championing sustainability and challenging industry norms. Supported by none other than King Charles III, this avant-garde pair is carving out a unique path, showcasing their collections independently from the British Fashion Council and redefining what it means to be a successful fashion brand.

Defying Conventions, Embracing Sustainability

Challenging the Fashion Industry's Status Quo

VIN + OMI have never been ones to play by the rules. Recognizing the inherent unsustainability of the fashion industry, they have chosen to showcase their collections outside the confines of London Fashion Week. Vin, one half of the duo, believes that the industry's relentless pursuit of growth and profit has come at a heavy cost, both for young creatives and the environment. "Designer brands have set up these empires where you need to turn over your billions in order to survive – it's greedy," he declares. "It means designers get in debt for London Fashion Week, which is terrible – anxiety inducing."

Embracing a Nomadic Lifestyle for Sustainable Sourcing

Predominantly based near King Charles III's Sandringham residence in Norwich, VIN + OMI lead a nomadic lifestyle, traveling across the UK to source and rework materials that would otherwise end up in landfills. "We're gravitating to the places with the most waste," Vin explains, "in order to learn about, source and rework materials that would otherwise go to landfill." This commitment to sustainability has led them to collaborate with the King, using plants and weeds from his estate to create unique, eco-friendly fabrics.

Challenging the Notion of Luxury

VIN + OMI's stance on luxury fashion is equally bold and unconventional. Vin argues that it is "impossible to be a sustainable luxury brand" and believes that "luxury brands should die." Instead, he advocates for making space for smaller, more sustainable brands that can thrive without the pressure of constant growth and expansion.

Embracing Inclusivity and Experimentation

VIN + OMI's approach to their fashion shows is as unique as their designs. This year, they have invited a diverse cast of models, including Dame Prue Leith, Playboy model Josie Stevens, and the UK's "property queen" Naomi Heaton. Vin embraces the unpredictable nature of their process, saying, "We thrive on getting a lot of things wrong. Part of our procedure with eco work is experimentation, which means you can never predict how something will turn out."

Celebrating 20 Years of Moxie

As VIN + OMI prepare to celebrate their 20th anniversary in 2024, they have chosen the theme of "Moxie" for their upcoming show. Vin explains that this word, meaning courage and perseverance, encapsulates their journey. "That's what's got us here – we've just steamrolled through," he says. "Omi is autistic and I've got quite severe ADHD, and we just don't function in the real world. You just charge through and then 20 years later you've got this retrospective."In a world where fashion often falls short in addressing environmental and social concerns, VIN + OMI stand as a beacon of hope, challenging the industry to rethink its priorities and embrace a more sustainable, inclusive, and experimental future.