Founded in 2015, AWAYTOMARS prides itself on being the world’s first 100% user-created fashion brand. Now, in an exclusive collaboration with Harvey Nichols, the brand has partnered with The Woolmark Company – a not-for-profit organisation and wool authority – to bring to life a 10-piece fully-traceable collection.

To create the collection, members of the AWAYTOMARS community were asked to submit a design made from merino wool. Of over 200 submissions from 43 different countries, the following designers were selected to have their pieces produced: Mariana Escobar (Brazil), Jason Gibson (Australia), Felipe Rocha (Brazil), Helder Silva (Germany), David Cabra (Colombia) and Xi Zhu Zhu (China).

Transparency is at the heart of the AWAYTOMARS brand. Courtesy of tech company Provenance, consumers can track where the products were produced and where the fibres were sourced using QR codes. Not only this, but AWAYTOMARS actively encourages global creativity through its online platform where over 15,000 designers worldwide can share their ideas and collaborate on new projects. With innovation at its core, the brand hopes to change fashion’s production chain for good.

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