Our Ethos

MAMOQ was born from a simple desire to better understand the things we buy, and ultimately feel good about buying them.


We only partner with brands that share our love of fashion and vision for a safer, fairer, more sustainable fashion industry.


The MAMOQ Guide to Sustainable Fashion

MAMOQ represents a holistic approach to sustainable fashion. Each letter of our name poses a guiding question that helps us evaluate the entire lifecycle and impact of each garment, so that we can be confident we partner with brands who share our vision for a better fashion industry.



What are the core beliefs of this brand? Do they have a strong message rooted in sustainability and ethics? Do they share our mission to change the fashion industry?
Is this brand accountable for their production? Are they transparent, responsible, and proud of the way they operate?
What materials are used and how are they sourced? Are they sustainable? Biodegradable? How will they be disposed?
Is there an opportunity to make a positive impact by supporting this brand? Will other people or ecosystems benefit from this purchase?
Are pieces thoughtfully designed and made with care? Are they high-quality and long lasting to wear for years to come?

When you think ethical, think MAMOQ.


Style That Matches Your Values

We believe that fair living wages, safe working conditions, freedom of labour, and a child-free workforce are basic requirements for a fair fashion industry. In addition to these, the following 12 Icons represent different ways our brands are committed to sustainable fashion.

Filter your searches with these 12 Values to shop by what matters most to you.

Artisan Craft

Brands work directly with highly skilled artisans and craftsmen. Artisans help to keep skills, technique and culture alive through their craft.


Brands use recycled or up-cycled materials instead of raw, virgin materials. This limits the environmental impact of production, reduces landfill waste, and inspires creativity.


Brands demonstrate an active commitment to limit their negative environmental impact and reduce their carbon footprint.

Economic Empowerment

Brands create job opportunity and skills training for marginalised communities. This facilities financial independence, and offers a source of sustainable economic development.

Gives Back

Brands consistently give back and demonstrate an on-going commitment to charitable activity. This includes the ‘buy to give’ model, as well as financial donation.


Brands offer a collection that is unique and made by hand with care.

Made In Europe

Brands source and manufacture all within Europe. This supports local industries and limits the environmental impact of long-haul imports.

Natural Material

Brands work with natural, biodegradable materials such as cotton, linen, or wool. These materials will naturally decompose at the end of their life.


Brands work with materials grown without the use of toxic chemicals or pesticides. This helps to limit the negative impact of farming on our ecosystems and personal health.

Third Party Certified

Brands have been thoroughly vetted, and officially verified by a third party- organization. Examples include Fairtrade, Oeko-Tex, or GOTS certified organic.


Brands operate on a fully transparent and traceable supply chain. This promotes accountability of production and higher ethical standards.


Brands are committed to animal-free production. Those who adhere to strict vegan philosophies can safely enjoy.

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