Damson Madder is the British brand that was everywhere at Copenhagen fashion week

You may not have heard of Damson Madder, but trust us, it'll soon be on everyone's lips if the girlies at Copenhagen Fashion Week have anything to say about it.

Their ability to catapult micro trends into the style stratosphere has been well proven. Hands up if you, too, immediately stocked up on Havaianas or gingham prints after seeing them all over the Danish capital. After this season, you can bet on lace skirts and low-slung belts finding their way into everyone's wardrobe this fall.

And sometimes, an under-the-radar label will get the Danish It-girls's stamp of approval and enjoy a similar trajectory. This season, the latest indie label to find favour actually hails from the UK – specifically, Camden in North London.

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Designer Emma Hill founded Damson Madder in 2020 after becoming disillusioned by the fashion industry's wasteful practices – and sought to create a more considered and responsible label. While experimenting with various recycled and organic fabrics and dyes, Emma soon discovered her favourite hues – ‘damson’, a plum, and ‘madder’ a red plant – and the rest was history.

Four years later, sustainability is still at the heart of Damson Madder, with a slow and mindful production cycle and limited releases of 15-35 styles per drop to minimise excess stock.

“We are now going into much more detail with all components such as buttons, thread and wadding inside jackets, which will now be 100% recycled on all garments from November of this year,” Emma tells us. It makes sense, then, that the brand has found such a perfect fit in Copenhagen Fashion Week, the capital of sustainable fashion where all the brands showing on the calendar are required to fulfil stringent sustainability requirements.

“Even before Damson Madder was born, Copenhagen as a city was a massive source of inspiration to me personally.  The city has its own unique approach to fashion – effortless but with a distinct perspective on styling, which has definitely inspired the brand.  On a cultural level, Copenhagen’s world-leading approach to sustainability as a city is also inspirational to Damson Madder as a brand," adds the designer.