Charli London – Brand Spotlight
London Calling – fashion lovers meet your new best friend
We are so excited to introduce the IT London fashion brand Charli London to The Mum Loop.
We are currently the only NZ-based stockist of this trendy yet incredible wearable and versatile brand.
Charli may look ‘fast’ because they have a broad product offering and their finger is on the fashion pulse, but their manufacturing is anything but.
Sustainability and environmental consciousness are CORE VALUES of the brand.
Why it’s a Mum Loop Match
Charli was first brought to life in London in 2008. They wanted to offer a collection of ‘urban essentials’ with a contemporary edit of jersey and knit separates at (this is key) accessible price points.
Delivering on that promise and more, the brand has expanded to bring its customers seasonal collections of premium cashmere, wool, organic cotton, linen, and silk. All the good natural fibers we love as mums! Charli embraces the simplicity of natural and renewable yarns, making every piece highly wearable and timeless! AMEN – that’s what we all need in our wardrobes – hardworking pieces we can reach for over and over, that make us look and feel great.
Part of the brand’s DNA is creating signature day-to-night looks for ‘style-savvy’ women who want effortless wardrobe staples.
“We exist to make all women feel confident in what they wear while maintaining comfort in highly wearable, timeless pieces”.
Love and enjoy your clothing for longer
Charli may be trend-aware, but developing styles with longevity in mind is a non-negotiable. With this key brand pillar in mind – Charli makes it an important objective to source the finest materials, like Peruvian Alpaca Sweaters, Grade-A cashmere, and hand-knitted wool. You’'ll soon discover that the knitwear component of the brand is one of its strongest suits, and you’ll only see the most suitable styles showcased on The Mum Loop, for your Mum Era.
We are pledging to work towards complete traceability and ethical consideration as our primary focus. Our aim is to constantly reduce the use of raw materials, energy, water and chemicals by implementing the latest developments and technologies.
Charli's commitment to traceability, quality and research
Charli's pledge to ethical and sustainable considerations – from their sourcing to production, aligns with The Mum Loop's quality over quantity and slower fashion ethos.
The cotton Charli uses is sourced under the Better Cotton Initiative BCI, a socially responsible programme developed to educate farmers in growing crops for a better product and environment. It reduces the environmental impact of cotton production, with up to 55% less pesticides and 14% less water being used.
Alpaca
The Alpaca yarn used in Charli's garments does not contain the oils or lanolin found in sheep's wool which can use harsh chemical treatments. Alpacas are not killed for their fur or meat and the animals are not harmed come shearing time. All of their Alpaca yarn is sourced from Peru where the treatment of animals is closely regulated and all farmers have to adhere to strict standards.
Wool
Charli is committed to using certified Woolmark Australian Wool that adheres to the strictest standards. Their premium and traceable Australian Merino wool is breathable with a super soft hand feel and is complemented by responsibly sourced trims and detailing.
Cashmere
Cashmere is one of nature's finest when it come to breathability and insulation. Charli source high-quality and hypoallergenic long-lasting cashmere. They use fibres that are longer than regular cashmere fibres. The longer the fibre, the longer your sweater lasts. As mums, we love hard-wearing and long-lasting knitwear, so this is a big YES from us.
