MEET AKYN: THE NEXT CHAPTER IN SUSTAINABLE FASHION

AKYN might be the new kid on the fashion block, but it’s built on a solid foundation of conscious design, integrity, and a whole lot of heart.

I’ve been following Amy Powney, founder and creative director of AKYN, for a while now and remain in awe of everything she stands for. From growing up off-grid in a caravan in rural Lancashire—with no electricity or running water—to becoming one of fashion’s most powerful voices for change, her story is incredible.

After studying fashion design at Kingston Uni, with a short stint at Central Saint Martins, she joined Mother of Pearl back in 2006. Fast forward a few years, and she was Creative Director and part-owner, reshaping the brand from print-heavy fashion into something minimal, beautiful, and ethically made.

Then came her game-changer: the No Frills collection in 2018. It was a huge moment - Amy used her BFC/Vogue Designer Fashion Fund prize money to create a collection that was fully transparent and built on organic materials, low-impact processes, and animal welfare. Basically, proof that fashion could be gorgeous and responsible.

If you haven’t seen Fashion Reimagined (the 2022 documentary that follows her global journey sourcing regenerative, ethical materials) please do have a watch - it’s honest, moving, and shows just how hard this kind of work really is. She also gave a brilliant TED talk in 2024 called How to Fix Fashion and Protect the Planet. Her message? It’s not about doom and gloom - it’s about empowering us to choose better.

In early 2025, Amy stepped away from Mother of Pearl and launched AKYN - a purpose-driven, direct-to-consumer womenswear label grounded in honesty, sustainability, and love. The name blends 'atelier’ with ‘kinfolk’, signalling community, craft, and connection.

But behind the scenes, AKYN is about more than just beautiful clothes - it’s about building a truly regenerative business model. That means going beyond the buzzword “sustainable” to support regenerative agriculture, cut out fossil fuel–based fabrics, and streamline production to minimise waste. Amy’s also surrounded herself with a brilliant advisory board - including Claire Bergkamp (formerly of Stella McCartney, now CEO of Textile Exchange) and environmental justice researcher Joycelyn Longdon - to help keep the brand aligned with best practices. They’re also working towards B Corp certification. And while AKYN is mainly direct-to-consumer, you’ll also spot the collection at thoughtful stockists like Liberty and John Lewis - proof that scaling up doesn’t have to mean compromising on values.

Her debut collection, Run to the Rescue With Love, brings together everything Amy’s been working towards: organic and regenerative cotton, European flax and hemp, RWS wool, and Tencel - all crafted with transparent, audited supply chains and zero fossil-fuel fabrics. Even the name of the collection feels like a rally cry from the heart.

Think relaxed trench coats in hemp, minimal tailoring, and the softest knits with “Love” or “Peace” stitched into them. These are timeless, wearable pieces made to last. And no, they’re not fast-fashion prices - but that’s the point. Everyone in the chain is paid fairly, the planet doesn’t take the hit, and the quality speaks for itself.

AKYN is fashion made with purpose, made with love, and made to last.