Luxury ethical jeans win fashion award

14 October 2008


The UK's only luxury fair-trade brand was awarded the 02 X Award for Fashion 2008 in conjunction with Grazia last night at a glittering ceremony to celebrate the fifth annual 02 X Awards. Ethical jeans label Sharkah Chakra beat hundreds of entries to scoop the top prize, but wowed the judges with the way it is ‘pushing back boundaries and doing something genuinely different'. Presenting the award to founder Sara Simmonds, Grazia Editor Jane Bruton said; "This innovative company has successfully created an entirely new brand within the fashion industry that is not only stylish, but also ethical sustainable and environmentally friendly." Check it out for yourself here

It was a tough decision, with the other shortlisted businesses including black-only clothes e-boutique Black Essentials (, high end online shoe and accessory store Exclusive Footwear Ltd ( and luxury online maternity store Mama La Mode (, Eako, a social enterprise reclaiming industrial waste for conversion into luxury goods and accessories (, and vintage and vintage-inspired clothing boutique Rags to Bitches (


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