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Earth Month may be coming to an end, but we want to take a moment to recognise the incredible brands and companies making a positive impact in the fashion industry. In this month’s issue of POP-ID, we highlight those who champion sustainability and chose to rent over buying. At FoundPop, we’re thrilled to partner with like-minded brands who share our values and commitment to a more sustainable future.

Let’s continue to work together to create a brighter, more environmentally-conscious world.


Are you on the lookout for new, stylish and sustainable womenswear brands? Look no further than the Labeca AOI pop-up shop located at 24A Motcomb Street in London.

Labeca offers travel and loungewear designed with love for the modern woman living in today’s globalised world. Meanwhile, AOI, which stands for ‘AN OCEAN of IDEAS’, is a multi-disciplinary design house that draws inspiration from music, colours, textures, and other forms of art.

Don’t miss out on the chance to discover these amazing brands! Hurry, the pop-up is only open until May 15th.


Jemma Finch  Founder & CEO of online platform Stories Behind things.

1. Why do you choose to rent furniture for your pop-ups/events instead of buying?

As a platform that predominantly works online, when we host events IRL we are conscious to try to minimise waste where possible. Renting furniture for our pop-ups and events makes sense for us not only from an environmental perspective but from a cost perspective too! FoundPop has been a fantastic partner to us as our missions align totally. 

2. Who are your favourite sustainable brands at the moment?

AllbirdsSURIJERMSTony’s Chocolonely 

3. If you could give our readers one piece of advice to be more sustainable, what would it be?

Use your voice to instigate change! Reach out to a brand you like to ask them what their sustainability goals are and start a line of communication to understand more about the brands you buy from.

NN07  Copenhagen-based fashion brand NN(No Nationality)07 strives to redefine the modern-casual wardrobe.

1. Why do you choose to rent furniture for your pop-ups/events instead of buying?


For us, it only makes sense to buy when we know we are making a long-time investment. We need a certain amount of flexibility and the ability to adapt our furniture to the individual space for pop-ups and events. Therefore renting is a no-brainer for us; this way, we make sure that what we only need in a limited time will not go to waste after we are done but will circulate, creating more value for longer and for multiple people. On top of that, we also reduce our carbon emissions by not having to transport furniture around the globe. 

2. Do you have a sustainability mission or goal as a brand?

Our ambition is to create products responsibly made to last, with attention to the needs of today and tomorrow.

We aim to reduce our environmental footprint and challenge fast fashion and over-consumption to become the go-to choice for buying less but better garments made with care for people and the planet.

3. If you could give our readers one piece of advice to be more sustainable, what would it be?

You should always see your purchases as an investment, especially garments. It is better to spend a little more on something that you know will last longer and you will value, use and take good care of for many years. If you need something you will only use once or twice, you should rent or buy it second-hand.


FoundPop is proud to support the NO ONE TRUE ANYTHING pop-up that opens today until 30th May. Keep your eyes peeled for the next issue of POP-ID where we’ll be talking to Jake Posner, Founder of NO ONE TRUE ANYTHING and ambassador of the British Dyslexia Association, on his vision for the brand and his dreams of having a physical space now become reality.