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Tuesday, 13 January 2009

That French women are the embodiment of effortless chic, everyone knows. But what might be less common knowledge, is that behind that polished exterior, often lies an opinionated activist. Rarely one to shy away from debate and defending her values, a French woman will gladly talk to you about politics or culture, and while you look profoundly interested, in fact, you’re just trying to figure out how she does that thing with her scarf.

EKYOG.jpgWell, Ekyog is that French woman! The brand’s main line is full of elegant pieces, classic enough to look chic for many seasons yet modern and subtly sexy. The palette is mostly one of neutrals that will mix and match together, and with the rest of your wardrobe, with the occasional color thrown in for fun.

But even though Ekyog boutiques might seem like a well-kept secret, this is the largest organic brand in France, and one of the best distributed that we’ve seen so far! The Ekyog adventure started in 2003 when owners Natalie Lebas and Louis Marie Vautier got the idea of launching an organic clothing brand with a vision: “To do business and contribute to the objective that our planet will still be livable in 50 years”. To do that, Ekyog has developed its eco chic designs with three objectives: to use only organic and ecological materials, to produce according to ethical transparent processes and to create garments that are as soft and pleasant on the skin as they are on the eyes.

EKYOG2.jpgThe brand is a big supporter of Organic Cotton, first and foremost by creating organic fabrics so soft, they’ll convert you at first touch, but also by working with farmers in different countries to grow the best possible product (you can read all about it on their very detailed website). Other fibers used in the collections are organic wool, recycled threads, bamboo, micromodal, lenpur and tencel (from wool and bamboo), they’ve chosen to avoid fabrics that are considered ecological such as soy or corn because of the risk of using GMO crops.

EKYOG3.jpgAnother great idea was to separate the brand into four universes that correspond to the different moments of a woman’s life. Designer by Nature, their daywear line, has everything for that elusive day to evening, effortlessly chic wardrobe. The Harmony line is all fluid lines and flattering cuts for yoga and loungewear. To round things off, Little Dreams offers irresistible extra-soft baby clothes and The Secret Garden carries a selection of organic beauty products, bath accessories and intimates.

EKYOG-4.gifIf you live in France or on your next visit, you can discover Ekyog in one of their 20 boutiques throughout the country, for the moment there is one location in London but their online shop is offered in both languages and also contains a wealth of information on all the fibers and processes that go into making the garments. Basically, Ekyog makes it easy to be a gorgeously green, just don’t forget to take a two hour lunch break after your shopping spree, the French art of effortless chic is not a look, it’s a lifestyle!

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