More than a brand, Heel Athens Lab proposes an alternative production model based on teamwork, parity and fair work terms. We fit in a world of creation, resistance and freedom designing and producing in Greece. We are in constant search of ideas and ways of recycling all our materials and fabrics, contributing to sustainable development. The raw materials we select are friendly for both people and environment.
For us fashion awareness is not just another marketing term but a goal for a better future.
The selection of raw materials is the beginning of everything.
Over the years our restlessness for constant improvement of quality has led to the need of higher quality raw materials, better both for the skin and the environment. We do not use raw materials, such as leather, fur, angora, etc., as we are not able to know under what circumstances they have been imported. 5% of our current production consists of conventional cotton, 15% linen and 80% organic cotton, which is certified by Oeko-Tex® Standard 100. Soon silk, another natural material, enrich our collections.
According to the consulting firm in the sustainable development Made-By, threads are divided into classes A-E according to their toxicity in terms of human factors and the environment, greenhouse gases that contribute to global warming, water consumption, energy consumption and land use. Class A represents the most sustainable fibers, while Class E the less sustainable. For the information of our consumers, we mention the classes of threads used as well as their nature and behavior.
Organic Cotton: It is in the class B. It feels like conventional cotton, but it isn't! Neither toxic pesticides nor synthetic fertilizers are used to grow this fiber and it comes from non-genetically modified seeds. The cultivation of organic cotton does not affect aquifers. It is a great alternative to conventional cotton, with a much lower impact on the environment.
Linen: It is in the class C. This stylish fabric has a high durability and is highly absorbent, making it a great fiber for summer garments. Linen is a renewable natural fiber found in the flax plant.
Attention: The labeling and signs are used for the promotion of our values is part of the communication policy of the company Heel Athens Lab and is not associated with official certifications.
The selection of raw materials is as important as each processing phase up to the final delivery of the garment.
We focus on every single production phase of the garment, from the design to the delivery. During preparation the fabric receives many treatments like dyeing, cutting, sewing, ironing, etc. The fabric pieces during their course to become garments apparently acquire harmful substances to the human organism.
After a lot of research and with the experts’ help we finally managed to discover the innovative technology of natural minerals! All HEEL clothes, before touching your skin, have been washed with these innovative products, based on selected high-grade clays. The clay technology products do not contain any harmful substances. As these products are made of natural minerals, the impact on the environment is far less than the “classical” auxiliaries.
The secret is in the enormous capacity of adsorption of substances on the surface of the clay. That’s why during washing the clay absorbs harmful substances that may have penetrated into the garment. Additionally, this technology is of course GOTS-certified.
The ethical sales approach is based on the term ethical trade. It focuses on employee rights and working conditions.
Our production is local: The clothes and accessories are designed and manufactured entirely in Greece. Τhe whole production unit is located in Kallithea, Athens, and works with small local production units, under contract. We respect our employees and our affiliates and all our processes are characterised by clarity.
Consumer education: The communication model is based on informing consumers on various issues relating to the environment and society in general. We believe that through proper information and openness the consumer will use his buyer’s power constructively for himself but also for the greater good.
Active participation: We support efforts made honestly and with a view to the effective protection of animals, nature and biodiversity in general. Also, occasionally we take part in activities related to our city, in an effort to improve the quality of life. You can see our participation in various social activities here.
We use fashion as a means of expressing our concerns about life and nature from which we draw inspiration for the design.
In December of 2014 HEEL Athens Lab launched the 'Upcycling collection' of unique one of a piece designs, officially on e-shop. “Redefining the meaning of waste and in our efforts to grow in the interest of sustainability, we have created an exclusive collection of recycled products’’. Maintaining a separate department that deals with redesign and recycling, the HEEL workshop confronts resource wastage problems while trying to communicate the recycling spirit to the public. Most projects created for this collection are unique, i.e. a single piece is created, or is only available in a very limited quantity.