AmaElla was founded with a simple ethos: to create beautiful cotton nightwear and lingerie whilst paving the way for socially conscious businesses. Inspired by nature, AmaElla’s collection is made from a premium organic cotton and under strict manufacturing social criteria. Following a successful crowdfunding campaign, this Cambridge (UK) based start-up has launched its first collection to the market in 2017, offering a polished design with refined simplicity using embroidery voile, premium trims and a beautiful hydrangea print.
Founded in 2016 and exclusively made from GOTS and Fairtrade Organic Cotton, AmaElla brings a selection of quality everyday wear pieces for those who care. Brand founder Julie and Lara chose cotton because it is the best material for your skin, especially for intimate areas. Cotton is breathable and keeps your skin fresh, reducing the risk of allergies, rushes and other related skin issues. On the negative side, cotton is one of the most chemically dependent crops in the world, using high amounts of pesticides, fertiliser and highly contributing to water pollution.
That is the reason AmaElla uses only certified organic cotton sourced in-house, free from toxic chemicals and with a much lower environmental footprint than traditional lingerie. AmaElla applies its sustainability and ethical values through working with the most renowned certifications:
- GOTS, which thoroughly defines the requirements to ensure the organic status of textiles, from the harvesting of raw materials through socially and environmentally-responsible manufacturing, through to labelling;
- Fairtrade, which works to benefit small-scale farmers and workers. The standards include protection of workers’ rights and the environment, payment of the Fairtrade Minimum Price and an additional Fairtrade Premium to invest in business or community projects;
- OEKO-TEX® Standard 100, an independent testing standard that screens for harmful substances and maintains strict human-ecological requirements.
The brand also only works with certified ethical manufacturers, who employ women who are paid a living wage and whose working conditions are closely monitored to ensure they are fairly treated.