Ideo was born in France out of the need for affordable ethical fashion. The founder Rachel Liu teamed up with designer Antoinette Giorgi who shared her vision that Ideo should mean stylish yet easy to wear and affordable clothes, combined with strong values about ecology and people. The goals that emerged for Ideo were to:
– Create a line of clothes that would be environmentally friendly, fairly traded and stylish for people who love their planet and enjoy fashion that is trendy, colourful and easy to wear.
– Participate in the development of new projects in developing countries. And now having built up a professional team this year the company received two awards: the Elan de Mode award, given by the French Prêt à Porter federation, and the Silver Medal from the city of Paris. These awards have made them especially proud as to them this means ethical fashion is being taken seriously by the fashion world of Paris.