H O W L is probably one of the most innovative and environment friendly designer labels on the fashion market today. By using organic fabrics and a variety of other “green” materials, H O W L should be admired for their immaculate support for the world around us.

Being the brain-child of designer Maria Glück, H O W L has been proving that you can help conserve the environment whilst also looking wonderful. The label was founded in 2012 and their first collection was chosen to be shown at the EGO Showroom for young designers at MBFW in Madrid. Glück showed an amazing talent for line and texture, which flourished through with her extensive knowledge of the fine arts.

H O W L’s second collection, We Are The Woods, found a place on the runway at the Mercedes Benz Fashion Week in Madrid during February 2013, and Glück again proved that H O W L was a unique label that can only be praised for their impeccable style.

Although H O W L’s designs have transformed from season to season, the label still has the running staple elements of being a high fashion label with elaborated textures and minimal shapes. The label utilizes handmade techniques that assist in the designing of technological bio fabric as well as the unconventional incorporation of materials such as cork, raffia and flora. Maria Glück uses her label to assist small mills and promote the traditional ways of producing fabric as a means of reigniting the process and thereby reducing the labels carbon footprint. Unique weaving techniques are also put into play in H O W L by weaving her flora into her designs and creating very unconventional clothing that is sought after across the globe.

Of course not all of Glück’s production methods can be so world-minded; she utilises digital print and organic dyeing for varying the colours of her designs, something which has become much simpler as time has passed. Although this digital element is used, you can still notice the eco-friendly elements of the designs especially in H O W L’s latest FW14-15 collection.

The new collection has utilises flowers and woodland colours to create designs that extenuate minimal shapes and natural colours. Clean lines and a series of light and thicker fabrics are used to create the texture of the collection with very light cotton shirts being layered underneath thick grey coats and jackets. Many dresses have very unique shapes that are bold enough to stand out within the other pieces and with the FW14-15 collection being for both men and women, it seems many of the designs are unisex and not specifically designed for either gender.

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Words / Lauren Payne