After two years of self-funded research into the most premium, sustainable materials available, the Manchester-based women’s athleisure brand SHIBUI has launched its first collection after widening its shareholder base and closing a £250k seed round.
Founded in 2020, SHIBUI is a sustainable athleisure brand based in Manchester’s Northern Quarter, with the first collection focusing on activewear, athleisure-wear and knitwear. The brand has curated a mix of essential pieces including: sports bras, leggings, jersey sets and tracksuits – even extending to more style-led garments such as tennis dresses.
The SHIBUI team has attracted a total investment of £250,000 from former senior executives at The Hut Group, as well as seasoned e-commerce and fashion investors from the North West and London.
Speaking of the business’ eco credentials, Co-Founder Jaimin Lakhani says: “With Manchester being renowned for fast fashion, we want SHIBUI to help shift towards a greener economy.”
“It’s common knowledge that the next generations view sustainability as a key purchase driver, particularly in such an environmentally damaging industry as fashion.”
“We’ve launched SHIBUI with the vision of the brand becoming a global leader in the industry, pioneering style-led clothing which has been created using the most sustainable materials and practices possible to help reduce impact and continue to spark change in the industry and consumer attitudes.”
The first collection is priced between £25 and £60, providing premium quality garments at affordable prices, providing younger consumers a viable alternative to fast fashion.
The brand has taken a unique approach to manufacturing its products by founding three of its own dedicated micro-factories across Pakistan and Indonesia to support the local economies; investing in infrastructure and providing jobs for local unemployed men and women to earn a living for their families.
Working closely with its factory partners, SHIBUI is committed to working with the highest quality, most sustainable materials available, selecting the likes of organic cotton, recycled polyester, and choosing to only use eco-friendly dyes to achieve the bold colour range. Each garment is also fitted with a swing tag made from 100% plantable seed paper.
The sustainability metrics of each garment can also be found on each product’s page on the SHIBUI website, including the amount of CO2 emissions avoided and plastic bottles diverted from landfill, to inform shoppers about their positive impact.
SHIBUI’s first collection launched in August 2022 and is available to browse now on its website at shibuifashion.com
