Fashion provides the opportunity for everyone to express themselves with beauty while yielding quality to their daily life. By its own definition, fashion ought to be protective towards both the environment and the people.
We participate in the movement “Sustainability in Fashion” insisting on the need for resource sustainability, fair treatment of workers at every stage of production and consumer protection around the world.
Sustainable Development has been the main pillar in our business philosophy since day One. Today we take an active part in spreading the idea of sustainability in fashion in order to protect the environment, support our fellow human beings, keep alive the small workshops and preserve their tradition and craftsmanship.
We keenly participate in the Textiles Clothing Business Labs (T.C.B.L.), a pan-European project aimed to the remediation and renovation of the textile and clothing industry. TCBL’s goal is a percent of the total clothing production to return in Europe and be produced under certified procedures according to the principles of Sustainable Development.
In June 2017, as part of a T.C.B.L.’s pilot project, a special collection of Ioanna Kourbela “Basics” was presented in Athens. The collection was compliant with all the new EU standards and regulations for Sustainable Development. Our company was the first one to launch such a venture, with the aspiration to pave the way for a modern, humanistic, entrepreneurial and fashionable thinking in Europe.
The gift of nature. Cotton is the oldest and most widespread raw material for fabrics. Since 1971, we have chosen hypoallergenic cotton creations, which are an ideal choice for producing highly absorbent fabrics of high durability and light texture. In addition we use cotton that is produced and spun entirely in Greece. The cotton allows the skin to breathe effortlessly by protecting it, as well as maintaining the ideal body temperature. As the time passes it is becoming softer and it is creating a feeling of warmth as a garment.
Flax belongs to the plant genus of Linum. In particular, linen is produced from a crop with the most distinctive blue flower, and is the oldest known textile product with a main focus on Egypt. The processing of stalk fibers results in the manufacture of excellent quality hypoallergenic fabrics. The attractive creases, sloppy creases and creative lines produce visual effects on the surface of the linen. It is the ideal fabric to dress our summers.
One of the most precious textile fibers which is of animal origin, is a result of the impressive synergy between nature and human. The procedure to the final silk fabric is distinguished by many stages: sericulture, irrigation and spinning, dyeing, finish. Such a long process of maturation is followed by the silkworm, passing through the stages of silkworm, to a larval, chrysalis, to be transformed into a butterfly. In Soufli, in Northern Greece, is the only city in Greece and Europe that produces silk, from where we get our raw materials, thus offering a fine material that stands out for its noble qualities and its luxurious feel.
Artificial fiber of plant origin. Following the structure of cotton, viscose was the first technical textile fiber created in France in the late 18th century by the tree wood pulp. At the beginning of their genesis they called her “Artificial silk” as it displayed a remarkable gloss, smooth texture and appearance similar to the precious silk. The design creations that choose viscose, they follow the body’s features, have a sculpture, cast result, while giving a unique sense of coolness and comfort, a sense of refreshing freedom.
Cotton harvest in Greece
The way clothes envelope the unique energy flow of every human body is Ioanna Kourbela’s main source of inspiration along with the elements in nature, the hectic pace of life and cultural diversity of Athens, Greece. Her collections reveal the different aspects of a minimalist aesthetic embracing the simplicity and charm of classical harmony.