With retail stores across the world still closed, shoppers are turning to online. Online sales are booming, expected to grow as much as 30% this year in Europe (State of Fashion 2021 Report, McKinsey & BoF). Online and social media has democratised fashion, offering emerging brands a platform to reach new people, albeit increasingly cluttered and more difficult to reach an audience without ...

“Closing the loop” is widely seen as the future of a more sustainable society. A closed loop system is one where products are designed, manufactured and used so as to circulate within society for as long as possible. In fashion this includes designing durable and biodegradable or recyclable clothing, re-using and reducing waste through repairs and customer take-back programs, and up-cycling ex...

New Order of Fashion is an Eindhoven based foundation helping to shift the dial on sustainability in fashion through talent and innovation. In an ambitious project that kicked off in 2020, they set out to turn the old, unworn clothes from Eindhoven’s residents into a completely new collection of items that would have new life. As we launch the first pieces from the collection on PARO we chatted...

Eily O Connell creates handmade jewellery inspired by the natural world. She grew up in Ireland and has been inspired by it's intrinsic forms.  Eily sources inspiration from forests and landscapes in the UK, Ireland and following a 2020 residency, also in Iceland.  Each piece of jewellery is cast from organic materials that Eily finds in her environment, collects and casts into recycled metals...

As we spend more time at home, we find moments to escape outdoors in the urban oases on our doorstep. Whenever, wherever you get a moment outdoors, whatever you need at the time, nature can deliver. ⁠⁠⁠Our FW20/21 lookbook celebrates these moments outdoors. Shot in Amsterdam, in between lockdowns, with our talented friends; photographer Bradford, and models Anyaa, Isaac, Ben, Ahmad, Milad and A...

Studio Mend tackles the problem of clothing waste by extending the life of clothes that our precious to us. Our throw away consumer culture these days means we tend to see a stain or hole as the end of life for our clothes. But through visible mending techniques Sunniva shows us that this is in fact a chance for them to be re-born, turning imperfections in to an opportunity to make something m...

We've discovered many new and emerging brands whilst scouting for PARO STORE, but it is rare to come across a brand who has been around for over 16 years, and whilst growing in size has stayed true to their original vision and maintained sustainable operations.  We talked to Maiami founder, Maike Dietrich about how the brand has evolved, and how her passion for the hand made is still as alive ...

Socksss are really unlike any sock brand we've seen before. The attention to detail that goes in to the design, and the creativity in the communication makes you rethink your relationship with this daily wardrobe staple which can be pretty under appreciated. We chatted to Sean and Oscar, founders of Socksss, to find out and about them, their vision for the humble sock, and how they approach de...

EA WILLIAMS is a British Clothing brand based in North London founded by vegan designer Eleanor Williams. Eleanor's brand is about mixing science and seasons creating pieces that are not trend lead. Animal rights and the environment are priorities for Eleanor and she carries that through all her work. She believes no one should suffer for clothes especially not the planet. "I had years of bein...

The PARO X GOLDIIE collection has just launched in store. The first in a series of projects, where we work with designers to explore new ways to produce in a way that's better for the Earth, launching the resulting capsule collections exclusively on PARO STORE. When we were introduced to Goldiie earlier this year we fell in love with the wearable art that founder and designer, Rudmarla, makes ...

POND is a London based jewellery brand offering hand made, limited edition pieces using salvaged vintage beads and recycled gold. Co-founders Natalie and Holly, shared an inside track on POND on how they create new narratives for objects with a history. "If more respect is given to the producers and the product then all the other things we talk about - slower fashion, more conscious consumeris...

Mix Tape 06 from Chris Floris takes you to the heart of the struggle against desertification; take an endless march through exhausted lands, a continuous balancing act between hope and despair, and a metaphor for how we treat our planet. Brought to life through Dutch contemporary jazz, early 00’s grime extrapolations, Brazilian beats and Istanbul artists.  LISTEN ON SOUNDCLOUD