AmaElla was founded by two friends who shared a vision of creating a fashion company with ethical and sustainable values at its core. 

“Studying in Cambridge really awakened my entrepreneurial appetite. Before going to Cambridge, I had taken a sabbatical to volunteer for marine conservation in Madagascar – which had made me realise the importance and impact of water pollution, for which textiles have a big responsibility. Also, visiting cotton plantations made an idea that Julie and I had had about organic cotton lingerie bubble up in my mind.

“It seemed the perfect time and place for Julie and I to start something that would reflect our shared ideas of good business and good personal values. In 2016 AmaElla was born, a brand new organic cotton and ethical lingerie brand. We are now proud to be running a social enterprise with the mission of encouraging ethical practices in the fashion industry by making our clothes using sustainable and ethical sources.”

Lara Miller

Sustainability Leader
value chain.
  • Design country, material and its origin as well as production country are known
  • Supply chain known and supplier data gathered
  • Auditing of suppliers
  • No fur used, and no hazardous chemicals used in production of materials
  • Long-lasting / reparable / recycled / natural / organic / easily recyclable materials
  • Certificated materials
Lower carbon
  • Energy-efficient production & efficient logistics
  • Renewable energy used / flights avoided
  • Carbon footprint defined and plan for emission reduction & compensation implemented
Design in circular
  • Design for quality and long-term use
  • Zero waste / waste of production used by another company
  • Offering repair / 2nd hand / renting / recycling services
Good working
  • No child or forced labor, no unsafe or unfair working conditions
  • Living wage commitments and decent working hours
  • Code of conduct / offers education
Responsible online
  • No incineration or landfilling of returned items
  • Products are packed in natural or recycled materials
  • Environmentally-friendly delivery options