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Portuguese brand Miopo to launch in the UK

Fair-trade womenswear brand Miopo is launching wholesale in the UK, debuting at Pure London this August.

Its spring 15 collection features dresses, separates and knitwear in natural fibres including silk, mesh-silk and cotton. Wholesale prices range from €10 (£8) for a cotton casual top to €149 (£121) for a leather jacket, with a 2.5 mark-up.

Miopo’s head of marketing and communications Sofia Alves said it was aimed at women in their 30s who “want to feel confident and dress fashionably, but are also concerned about the world”. She added that its main competitors would include Topshop, Cos, Massimo Dutti and Acne.

Miopo is scouting for a pop-up store in London to showcase its autumn 14 line, although Alves said this was “just to engage with our customer” rather than trialling retail.

It will target stockists including Selfridges, designer indie Wolf & Badger in Notting Hill and multibrand stores in London’s Brick Lane such as Shop 172.

Founded in 2013 Miopo is the first brand from Portuguese textiles company Silsa, which supplies woven and knitted pieces to markets including England, France, Germany and the US.

Miopo is donating 1% of sales of certain items to Stichting Beetje Beter, a foundation that helps Cambodian children get an education.

British retailers have already expressed interest in Miopo online, which Alves attributes partly to its ethical stance: “I think [the UK] is a mature country and fashion industry, which wants fashion without feeling guilty.”

Pure London will take place on August 3-5.

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