Farfetch has introduced its first private label called There Was One, produced with sustainability and longevity in mind.
The luxury retailer said the new brand has been created in collaboration with the New Guards Group.
Farfetch also said the aim is for There Was One to give customers exactly what they are looking for.
The designs have been created by drawing together data-driven insights on what customers search for – and they will be encouraged not to wear the brand head-to-toe necessarily, but to use the pieces to help them style what they already own.
“There Was One is exactly what so many people are looking for now – enduring fashion that will be in their closets for years to come,” Farfetch chief brand officer, Holli Rogers said.
“This collection was born out of the customer-first approach of Farfetch coupled with the strong fashion credentials of NGG.
“Through our ongoing customer insights, we found that people want timeless pieces and sustainability is key as they consider their wardrobe choices for the future.”
Farfetch said the products have been produced with conscious and certified materials, from the clothes down to the packaging, which is minimal, recyclable, and compostable.
The collection is highlighted as ‘Planet Conscious’ with each style labelled under the moniker ‘Positively Conscious’. Sustainable qualities include items made from a percentage of organic materials, fabrics and trims certified by the Forest Stewardship Council (FSC) or upcycling / recycling yarns.