Gung Ho is a London-based ethical and sustainable fashion brand, founded by Sophie Dunster.
We don’t believe in or follow the usual fashion seasons. Neither do we use tons of unnecessary packaging or mass manufacture thousands of low-quality garments for them to be worn a handful of times. The world is waking up to the changes we need to make for future generations and our planet; we want to be leaders in this movement, not those who drag their heels and refuse to accept what needs to be done. It is unrealistic to tell people they can’t buy anything new ever again, but we want to make people more considerate of what it is they’re buying and the negative effect it might be having.
With a dad who is a zero carbon architect, sustainability has been fairly drummed into Sophie from an early age. But without being able to follow in his more scientific, mathematical footsteps, Sophie followed her strength – drawing – to help convey these issues. Starting out, she wanted to become a political artist but after discovering a world of silk screen printing when studying in Brighton, she realised her drawings could become a walking ‘talking point’. This way, it wasn’t a piece of artwork hanging on a wall for a limited amount of people to see, it became someone’s first impression of you - and fashion shouldn’t just make you look good, but showcase your values too.
And that’s when the idea for Gung Ho was born.
Each year we pick a different issue that needs attention, from Plastic Oceans and Precious Insects, to our newest range; Food for Thought. All of these issues are explored within the print design of our garments, or through embroidery in the case of our statement sweatshirts. That way, the next time someone compliments you on what you're wearing you'll have a little more to say than just 'thanks'.
We believe that the best design can be sustainable too. From working with natural & sustainable fabrics right through to our corozo nut buttons, we do the research to make sure we're making as little impact as we can. This season our garments are made from Tencel (regenerated wood cellulose), a Silk Tencel mix (32% silk, 68% tencel) that feels like 100% silk and sweatshirts from GOTS Certified Organic Cotton.
Our garments are designed to be adjustable and made for life meaning that if you lose or gain a bit of weight, you still look and feel great. We design and make the collection in only 2 sizes (XS/S & M/L) which significantly reduces our fabric and end of season wastage. Any further waste is also minimised by small-scale accessories production using fabric offcuts like scrunchies and neck scarves - each completely individual and one of a kind.
10% of our profits are donated to a selected charity that works with the issue represented in the collection, so you can not only look good, but do good too.
Cheers to that!