Our Story

Founder Felipe Miranda explains how the idea of Infinity Trend was born.

In the winter of 2016, I went to a store to stock up on clothes – the shop had been recommended because of its low prices. I decided to buy some cotton T-shirts and was surprised to find that they only cost £2 each. On my way home, I couldn’t stop thinking about the price. It didn’t make sense to me – I was in London, where a pint of beer costs £5. How could a brand-new T-shirt, which had been made on the other side of the world, be less than a cup of coffee?

The answer was obvious – and, if I’m honest, it was one I’d known all along. We’ve all heard about the horrifying issues that exist within the fast fashion industry: child labour, slavery, sweatshops, unsustainable fabrics, and more. What troubled me the most though, was the fact that I’d been fully aware of these problems. I’d heard all the stories, I’d seen the videos, I’d read the news of what the fashion industry is doing to our world. But this awareness hadn’t stopped me from buying those T-shirts – and other cheap items of clothing before them.

That day, however, something clicked. I made the decision that from now on, I would only buy from sustainable brands. Next time I needed something new to wear, I would shop at a company that didn’t employ vulnerable people at hideously low wages, or waste 2,500 litres of water making a T-shirt. A quick spot of research soon told me, however, that this was easier said than done. There are some fantastic sustainable fashion brands out there, but many are aimed at shoppers on generous budgets – and those that don’t tend to be small, independent businesses that don’t have the means to make themselves known. Most companies have confusing and inefficient websites, and they don’t have a large supply of products. Sustainable fashion is a niche market that, at present, just doesn’t have the capability to compete with the big brands.

It was at this point that my inner entrepreneur reared its head. Something needed to change. We need to move away from fast, harmful fashion, and towards companies that are fair-trade, eco-friendly, pro-human. And that’s where technology, and Infinity Trend, come in: to give ethical brands a voice – and make the sustainable lifestyle the new normal.

How do we choose our brands

We initially set out to create a definition of what sustainable fashion is. After months of discussions, research and chats with experts in the industry, we ended up with more questions than answers. The reason? Sustainable fashion is a complicated area, and there is no definitive right or wrong. For example, which is better – a company that produces T-shirts from regular cotton here in the UK, or a company that makes T-shirts from organic cotton but which ships their products to the UK from Turkey?

We believe that this choice should be yours – you should decide what’s most important to you. All our brands are, of course, doing great things to change the fast fashion industry, and you can rest assured that we are finding the most sustainable brands that we can. Here at Infinity Trend, our aim is to give you the necessary tools and information to enable you to make a responsible decision that’s right for you.

We categorise each brand on our website using eight sustainable value badges. If the brand complies with our standards, we will grant it a badge.

As an absolute minimum, each of our brands must comply with the Ethically Made value badge.

Ethically Made

This company makes products that have been ethically produced and/or sourced through the entire manufacturing chain, ensuring fair salaries, good working conditions and best practices.


This company is using GOTS-approved dyes (Global Organic Textile Standards). It also uses systems that help to reduce the environmental impact of its production processes.

Social Impact

This company has a social responsibility programme in place. Also, companies that give back to non-profit organisations or their local community are granted this badge.


This company is working with a minimum of Tier 1 Traceability. This means that we know where it makes its products.

Made in Europe

This company manufactures locally, which helps local communities and reduces the gas emissions that are produced during transport.

Animal Friendly/Vegan

This company's products are cruelty-free, vegan, and don't use harmful PVCs in the manufacturing process. Moooo bueno!

Good Fibres

This company uses materials that come from more sustainable processes. These could include organic cotton, hemp, bamboo (viscose/rayon), lyocell, linen or wool.