Mango to launch standalone sustainable brand Alter Made

Mango will unveil a standalone sustainable brand Alter Made in November to target "a specific audience that seeks to consume responsibly".

The collection will first be made available online only in Spain, France, Germany and the Netherlands with clothing sourced as locally as possible in either Europe or Turkey.

The collection is set to carry a higher price point than Mango’s main line and will feature timeless, wardrobe staples with the underlying principles of the brand being “well-being” and “responsible consumption”.

Mango CEO Toni Ruiz said the establishment of the brand will enable the group to experiment with new sustainable production methods that could be rolled out to its main Mango brand.

“Alter Made is a different value bet of the Mango Group that is aimed at a specific audience that seeks to consume responsibly. Our goal is to accompany this trend while learning and testing new ways of working which will allow us to advance in our global sustainability strategy.”

Alter Made aims to achieve revenues of €25 million within three years. It will be headed by Mango’s Alejandra Mur, who has been with the brand for 15 years and who will head a team of 12 on the project.

“For us, this path that we are now beginning is an exciting challenge,” said Mur. “In society, there is a growing demand for collections that help to consume fashion responsibly and that is our main objective. Create quality garments, very careful, made in proximity and that have a long life.”