Alter Made: Mango's new independent brand to make the leap to 'premium'

Mango will launch a new women's clothing brand called 'Alter Made' on the market at the beginning of November. According to the textile company, the concept of the new clothing line revolves around "well-being, sustainability and conscious consumption."

It is an independent brand that will be marketed exclusively through its own website for the markets of Spain, France, Germany and the Netherlands. The new line of garments was born with the aim of responding to clients "who are increasingly aware when it comes to consuming and want to do so responsibly," the company reported.

Mango's CEO, Toni Ruiz, explained that with the 'Alter Made' project, the company wants to learn new ways of working to "advance a global sustainability strategy".

At the head of the new brand is Alejandra Mur, who has been with the company for 15 years, where she has been purchasing director of the Woman line. «In society there is a growing demand for collections that help to consume fashion responsibly and that is our main objective. Create quality garments, very careful, made in proximity and that have a long life », she has remarked.

In this sense, the garments will be produced in Turkey and Europe. For example, the cotton pieces have been worked with producers from Portugal and the cashmere pieces with textile artisans from Italy.

Sustainability goal: fewer garments and more durable

The goal is to achieve a turnover of 25 million euros in three years. For this, it will initially have 12 professionals with an international profile and extensive experience in their respective areas of responsibility.

In addition, the company plans to follow a short-run production strategy with the aim of minimizing surplus. The new brand will have a first range of 120 garments and will offer a collection of basic wardrobe pieces made up of "durable, timeless, high-quality clothing with sustainable characteristics". Likewise, the company has also developed differentiated logistics processes with the aim of being more sustainable.

Apart from the launch of the new brand 'Alter Made', Mango has said goodbye to Violeta. The brand grouped the women's clothing line with sizes up to 54 and the company has integrated it into the women's collection.