Image caption: Alder & Green founders Cormac Folan and Anthony Procopi.

Alder & Green, the ethical menswear brand, has unveiled its new flagship London store at a ribbon-cutting event hosted by Olympic rower and brand ambassador, Tom George.

Launching in 2021, Alder & Green is re-establishing what a modern menswear brand should be, by developing responsible men’s shirts and accessories to encourage consumers to buy less and buy better.

The new 480sq ft. store is located at Lamb’s Conduit Street. The store has created two new job roles in the growing retailer.

Quality is at the heart of all Alder & Green products. Every stitch on the shirts has been meticulously crafted to ensure that they are of the highest quality possible delivered.

All the products are ethically sourced and manufactured to the highest quality and made with 100% organic cotton. All shirt packaging is made from compostable potato starch bags and all the delivery packaging is 100 per cent recycled and recyclable.

The brand has partnered with ecologi to support their carbon offsetting, with over 38 tonnes of carbon reduction to date, over 500 trees planted, and 12 projects funded.

Alder & Green offers a dynamic range of 30 sizes across two-shirt fits to ensure that when purchasing a shirt, it is the perfect fit, which in turn will reduce returns, waste and the carbon footprint of products. Alder & Green also offer a local fit service in London where they measure all customers and alter their shirt if they are not happy with the fit after purchasing.

Having a physical store will allow shoppers to experience the Alder & Green process of being correctly fitted for a shirt, feeling the quality and understanding the journey of the products.

With over 40 years of retail experience combined, Alder & Green founders Cormac Folan and Anthony Procopi are passionate about changing how the fashion industry operates and want to develop quality products while being transparent about how they are manufactured.

In addition, Alder & Green has recently signed on as a stockist with John Lewis, with products being rolled out over the next few weeks.

Discussing the brand expansion and its first retail space, Folan said: “We are delighted to open the doors to Alder & Green’s first London store and be part of the great community in the area that supports independent retailers at its heart. We had a pop-up before Christmas directly opposite our new store so we already feel at home. The store was previously a beautifully fitted out J Crew Men’s store, so we’ve tried to re-use the fittings where possible to reduce the carbon footprint of the set-up of the store.

“We were delighted to have our brand ambassador; Olympic Medallist Tom George supported the launch as we move into the next phase of Alder & Green.

“We are committed to changing how a modern menswear brand should operate and are focusing on the things that matter: quality, fairness and the environmental impact of what goes into our garments – rather than making fast fashion garments.

“The clothing industry accounts for over 10 per cent of global carbon emissions. Fashion brands have altered our attitudes through fast fashion, prioritising profit margins over ethical production. We have lost transparency of where our garments are made and the conditions our workers have to endure.

“Alder & Green is about slowing down, investing in one or two key wardrobe pieces and knowing where your garment has come from and how it has been produced. Opening the flagship store, team growth and partnering with John Lewis are exciting steps on our journey and as we continue to grow.”

To find out more about Alder & Green, please visit: https://www.alderandgreen.com/



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