About

We believe that sustainable brands and musicians should work together. That's why we've created a range of services to help everyone, from the smallest sustainable brand to the biggest music star.

OUR VALUES

Transparency

Cambridge Analytica. Amelia Earhart's disappearance. The Panama Papers. Trump's presidency.

What do all of those things have in common? Clearly, they were/are all bad. On top of that, they all involved a degree of obfuscation, whether that be accidental or purposeful.

At PETRA, we strive to be clear and open about everything we're doing, and why we're doing it.

Right now, we're a very small company, which means that it's relatively easy for us to keep on top of that. If/when we get bigger, we promise to publish our financial incomings/outgoings, and information about the diversity of our employees.

If you have any questions for us, please do get in touch and we will be more than happy to answer you (we're not just saying it, we do mean it!).

Authenticity

It is important that people on both sides of a collaboration actually care about the other. We aren't about to ask you to work with someone who you don't strongly believe in - whether that be their values, image or work.

If you're a vegan musician, you just aren't going to work with a brand that uses leather. That's why we have made sure that musicians can search for specifically vegan brands.

Similarly, a brand that specialises in delicate, floral dresses probably won't fit with a heavy metal musician (though we'll never say never, it actually sounds kind of interesting!).

Most importantly, if the collaboration works for the collaborators, it's going to work for the consumers - and at the end of the day, what we are trying to do is popularize the idea of sustainability being a GOOD thing to strive for.

PS - check out the Pharrell Williams x G-Star Raw collab for inspiration

Inclusivity

We call ourselves RADICALLY INCLUSIVE. Besides sounding cool, it is also seriously important to us. When we set up this company, we had to think about things like... do we want to let anyone in, or should we reserve our service to brands and musicians who are already doing well? Do we want to work with people who are like us and fit with our brand, or do we want to branch out?

We realised that if we were to keep things EXclusive, we would be perpetuating the same old status quo, and that’s a little bit old school - old school in the bad way.

By inviting anyone and everyone to join us, we are saying that we WANT small, independent musicians of all colours, shapes, sizes and creeds to succeed. We also want brands to do well, no matter whether they started yesterday or 100 years ago.

There are huge problems in the sustainable fashion industry when it comes to representation of size, race, and physical ability. By enabling collaboration between musicians and sustainable brands, we hope that we can play a part in diversification.

OUR PARTNERS

We're happy to work alongside some incredible organisations who are trying to make a difference just like us.

If you'd like to work with us, get in touch!

The Sustainable Fashion Collective is a digital platform for fashion businesses and creative entrepreneurs to gain holistic guidance and expert advice from industry professionals, so that they are better equipped to become a responsible business. While short fashion or business courses could give you the fundamental information, we create a new Masterclass each month so that you can dive fully into a topic and know it will have authentic, accessible knowledge. Sustainability for us is the big picture - for people and planet, but profit too - and each Masterclass looks holistically within subjects to provide you awareness on issues that maybe you didn't think you need. Whether you class yourself as sustainable, eco, ethical, responsible, or just a normal business that has an idea, we can provide you with perspectives and experience unlike any other.

The Premises on Hackney Road is London’s most popular music studio complex. Originally a two-room practice centre in 1986, it's expanded since then to include a suite of rehearsal studios, producer rooms, storage units, offices, a restaurant (and hairdressers!) and ten years ago they launched the first solar-powered pro recording and filming studio in Europe. Their pioneering environmental ethos was recognised with a Best Green Business award by Music Week. The Premises is unique in London - a vibrant non-stop creative hub for musicians of all ages and abilities, from local beginners to global superstars. As proof, the walls of their restaurant are covered with signed photos from dozens of the great artists who have passed through the studios over the years, from Nina Simone and Ronnie Wood to Patti Smith and Stormzy.

THE TEAM

ELLA ROSE

KARA MICHAEL-BROWN

ceo & head of music

head of brands

jamie johnson

TECH CONSULTANT

PETRA KIDRON

FRIEND AND NAMESAKE

PIPER & ivy

OFFICE DOGS

PRESS