Belle & Dean

by Liana Hamidon

This signature organic baby to adult apparel label was founded by British-born Issy Richardson and Dean O’Sullivan. Frustrated by their mundane daily lives back in their hometown, the duo left London in 2005 to carve a style for green fashion here in Singapore. Their clothing ranges from simple and environmentally inspired designs made from comfortable certified organic cotton.

Coupled with the thriving passion to encourage consumers to support green fashion, Belle & Dean’s simple sense of style namely their signature wildlife designs sets the tone for their apparel. Their use of certified organic cotton fabric means that the  cotton is not tainted with chemical pesticides and insecticides during harvesting. Organic cotton materials are free from toxic chemicals like chlorine bleaches and synthetic dyes, which may be used in the manufacturing process and often disposed off into the water system. Other synthetic materials like nylon and polyester which are made from petrochemicals are actual pollutants and non-biodegradable compound waste.

The growing interest in organic products and various eco-friendly campaigns across the world exhibits the mounting concern for the environment. It also engages people to start thinking of the importance to do their part for the ecosystem.

As organic enthusiasts, Issy and Dean chose Singapore as their base for two main reasons. The first is to bring organic cotton and green fashion lifestyle to some place new and make a bigger difference as they studied that Singapore is still lagging in the organic movement as compared to countries like US, Japan or Europe. The second reason is to be in close proximity to their cotton producers so as to keep tabs on the production of their clothing line they way they want it to be, bearing in mind the quality and variety.

Belle & Dean has been featured in many publications and magazines. In April 2009, Her World featured their tank tops, while I-S Magazine featured their Orchid Onion Vest Top to commemorate Earth Day. In March 2009, notable label, EcoChic, featured Belle & Dean’s Pineapple Vest Top in their latest Shanghai fashion show.

Belle & Dean can be found in UK, Japan, Australia and Singapore. Shop online for these affordable pieces at www.belleanddean.com