Mango launches Alter Made, a new brand centered around sustainability

Mango has made official this Monday the birth of a new fashion line that will begin operating in November as an independent company from the Barcelona group. It will be called Alter Made, will only be available online, and will focus on sustainable fashion. It will be available in Spain, France, Germany, and the Netherlands. This new brand "is born to respond to those customers who are increasingly conscious when consuming and want to do so responsibly."

To fulfill this slogan, Alter Made will promote two axes: material and production. The raw materials it will work with will be sustainable and of quality, and will have certifications to accredit it. And regarding production, it will be done in Europe and Turkey, with expert suppliers in the fabric being worked with. For example, for cashmere garments, they have worked with textile artisans from Italy and, for cotton ones, with producers from Portugal.

The director of the new group will be Alejandra Mur, with 15 years of experience at Mango and until now purchasing director of the women's line. According to Mur, the new brand will seek to "create quality pieces, very carefully crafted, made locally, and that have a long life." To do this, short runs will be made to reduce surpluses as much as possible. In this sense, the first collection will consist of a total of 120 pieces, which will be characterized by being durable and timeless.

Mango's CEO, Toni Ruiz, explained that Alter Made will be a "sustainability laboratory" for Mango, in that it will serve to learn sustainable production processes that the parent line can incorporate in the future. "Alter Made is a differential value proposition of the group aimed at a specific public that seeks to consume responsibly. Our goal is to accompany this trend while we learn and test new ways of working, which will allow us to advance in our global sustainability strategy," he argues. Regarding business forecasts, the executive points out that the goal is for the brand to generate 25 million euros in revenue within three years. In this new project, Alejandra Mur is accompanied by a team of 12 international professionals.