Our thinking

Akyn -the fashion brand hoping to change the industry

6 June, 2025

You don’t need us to tell you that the fashion industry has a problem. From water-hungry cotton fields to underpaid garment workers and landfill-bound fast fashion, the sector is riddled with environmental and ethical pitfalls. 

But Akyn, the new label from designer Amy Powney, is showing what a genuinely sustainable approach can look like. Every piece is made using 100% certified organic or natural fibres, sourced from fully traceable suppliers, with a strong focus on animal welfare, worker rights, and regenerative practices. 

It’s true that while Akyn’s prices are lower than most luxury labels, they’re still out of reach for many – and that’s by design. Powney isn’t interested in scaling up to cut costs. Instead, she wants Akyn’s price tags to reflect the real cost of responsible production at a small scale – and to make a point to the rest of the industry. 

The hope? That high street retailers take note of Akyn’s example of fashion done right and use their far greater buying power to replicate the same sustainable standards at a more accessible price. 

If you’re looking to make a sustainable splurge, Akyn might be the goods for you. But more importantly, it could be the goods for fashion at large – a blueprint for how to clean up its act, one fibre at a time. 

By Louise Podmore