A responsible fashion brand? Welcome to Matcha Paris: quality costume jewelry

The creation of the brand

My name is Anne-Sophie, creator of Matcha Paris, I wanted to tell you the story of my responsible fashion brand. To understand where I come from and why I created Matcha.

The Matcha adventure began in 2016. After several years spent as an artistic director in advertising agencies, I wanted to start a personal project that made sense , in line with my values, which combined design and respect for the environment - especially animals , in short, to create a beautiful responsible fashion brand .

My way of seeing consumption

As a consumer, I have become aware of the ecological issues that are looming. I have done a lot of research on the field of fashion and its consequences for the planet ( if you haven't seen it yet, I recommend the documentary " The true cost " ) and on animal welfare ( other documentaries to see are " Cowsp iracy " - on resources linked to intensive farming and " Earthlings " - if you have a strong heart - on farming and slaughtering conditions ).

I started training in jewelry at the Boulle school and quickly wanted to get started. The project was clear: create quality, contemporary, and iconic costume jewelry , with eco-responsible plant-based vegan materials ... Create a modern brand that is aware of its impact.

The material: a difficult choice

I spent a lot of time sourcing. It was necessary to find cruelty-free alternatives to animal leather other than the petroleum-based imitation leathers that were common at the time. I finally opted for Portuguese cork alter-leather, Piñatex and wood. When I started, I bought wooden slabs, but today I want to integrate up-cycling into the brand , so I use up-cycled wood scraps. I hope to make you discover or rediscover these vegan materials during your shopping on the e-shop!

Jewelry Production: Controlling the Process from A to Z

By sticking my nose into fashion and factories, I quickly understood one thing: to create a responsible fashion brand, produce sustainably and be sure of people's working conditions, you either have to go there and meet the factories, or produce yourself!

So I decided to start alone first in fablabs in Paris where I was able to meet other "makers" driven by the desire to do well. When I grew a little bigger I was able to equip myself by buying my own machine.

As for suppliers, I went to see on site, in Portugal, the manufacture of cork. It was a very enriching trip both on a human level and in terms of knowledge because I was able to really see the whole process from the bark to the cork roll. 100% traceability

The difficulty of making a responsible fashion brand last

Let's not lie to ourselves, it is easier to produce in Asia at low cost in factories we know nothing about rather than staying in Europe. Cost is a constant concern for me. I want to be at the head of a nice virtuous brand but if the sales prices explode I know very well that no one will be able to afford to buy my jewelry! This is why having a responsible French fashion brand today is a tightrope walk: you have to know how to juggle costs to remain affordable and not sacrifice your commitments .

I want to place Matcha in the ethical fashion movement and it is thanks to your support that I can today continue to grow this personal project that is so close to my heart.