Fashion with a Purpose: Huri Movement
A Conversation with Huri Movement’s Founder George Amoh
May 23, 2021
Sustainable and Ethical Fashion can be defined as:
“clothing, shoes and, accessories that are manufactured, marketed and used in the most sustainable manner possible, taking into account both environmental and socio-economic aspects.
George Amoh has taken not only the idea of this but has built the label Huri Movement on it. The Huri brand has elements of stylish designs, quality fabrics and branding with a message. I spoke with George to learn more about his plans for the brand and what’s to come for 2021.
Huri Movement is not the average fashion label, how did you get started?
It started with me wanting to address the problem of fast fashion but doing it through an Afrocentric lens. I realise that the industry has a long way to go to in terms of sustainability and active inclusion, but you have to start somewhere. I started with an idea in a classroom at Ryerson and through collaborative efforts and working with artisans from my home country, Ghana, we are here today. We still have a long way to go but I am grateful for all the authentic relationships I have made along the way.
A big part of Huri is the sustainable fashion, can you elaborate on that?
Sustainable fashion has many definitions, some brands intentionally misuse the word for marketing gains but these things have a way of revealing themselves. For me sustainable fashion has always been a space of actively included marginalised communities in creating fashionable pieces that are good for the planet, the people directly involved and everyone else. You may have another definition but as long as you have positive intentions + impact towards the people and planet, you are on the right path.
What challenges have you run into with sustainable fashion?
The lack of representation in the industry has been a huge obstacle. It’s hard to be what you can’t see, so when there are aspiring artists that look like me (Black), but only see White individuals in this space, it serves a demotivator. Active inclusion is a must in truly making ‘sustainable fashion’ sustainable.
In your own closet how hard is it to shop sustainably?
In all honesty, it hasn’t been too hard for me personally. Mostly because I buy clothes 3 or 4 times a year (probably less), and when I do, I thrift. All of us tend to buy more than we need and, in the end, we are not only subtracting from our bank accounts but adding to the problem of fast fashion and over consumption. I always advise people to understand the ‘Why’ behind the buy. Hopefully this helps and if you’re interested in finding some tips and tricks on dealing with this, feel free to reach out to me.
What’s been your favourite part of the creative process so far?
Being able to actively collaborate with like minded individuals here in Toronto and back home in Ghana. We are big on intentional partnerships so be ready to see what comes next!
Huri’s Upcycle Collection has been extremely popular, what other goodies can we expect in 2021?
Thank you! It was our first collection in that space, and we are humbled by the response. You can expect similar designs but with international collaborations. We actually have a whole new concept collection coming out and we hope everyone is ready for something beyond their wildest imaginations. Sounds a bit hype but hopefully we live up to it!
I remember seeing you at When Fashion Meets in 2019, at the time you had just developed the Maroon Fresh Price hat, what other accessories can we expect?
Time really does fly! Miss those days and hoping we can have more Meets like this soon. In terms of new accessories, we are experimenting with a new hat design (has not been done before) and hopefully there will be a positive reaction. We might get into the tote bag space but for now jackets and hats with culturally rich stories and designs, is the main motive.
How would you define fashion?
Fashion to me is a limitless realm of self-expression. Society is constantly trying to put us in categories but fashion is a gateway to freedom. Be you, for you!
What is your favourite piece in the collection now?
Not a fair question aha. I would have to say the Sika-Gold jacket, the first piece to be sold from the collection. I almost wanted to keep the piece for myself but seeing the joy in the eyes of my friend who bought it; a priceless moment that I will forever treasure.
How has the process been designing for both men and women’s pieces?
I tend not to look at it from a strict gender perspective. If you feel that the design speaks to you, you are welcome to wear it. Our design process is simply, how can we best tell the story of the piece and whoever may resonate with it? From there, the decision is yours.
I understand you’ve partnered with SKETCH, can you talk about how that’s been?
It’s been a rewarding experience because we have always talked about city charity collaborations but never went beyond the surface. With Sketch, we were able to be actively involved in their promotion and volunteering with their initiatives. It goes beyond just donating- actively volunteering is key to us.
How did Sustainability in Colour come about?
We wanted to tell the stories of sustainable champions from a BIPOC perspective (hardly seen). Currently, we are in the process of revamping the program and relaunching a new season and more team members (coming soon).
Clearly Huri Movement is more than just a fashion brand, it’s more of a way of life. What’s another avenue you hope to branch into?
Mentoring and empowering sustainable entrepreneurs in the BIPOC community. Whether it is starting a business or consulting with them on how to achieve greater heights, this is the pathway I plan on taking. Hopefully everyone will be down for the ride!
How effective has social media been in developing your clientele and business?
Social media is crucial but in all honesty, most of my authentic connections came from in-person pop-up markets and fashion events (just look at how we met aha). Looking forward to when we can do this again but for now online is our best bet.
How do you stay up-to-date regarding fashion trends?
I usually go to online sustainable fashion conferences and develop inspiration from just talking with other individuals in the space (Fashion Takes Action and Sustainable Fashion Forum are good resources). One thing you should remember that trends are temporary, but movements last a lifetime. My advice- try to avoid trend-based designs and create with more impact and foresight in mind (Why am I making this and what is the best impact I can deliver to people and the planet well after the launch?) “Begin with the end in mind.” Trust me, you’ll thank yourself in the end 😊
What is your hope for Huri in the next 10 years?
To become a social enterprise that hires, trains, and empowers BIPOC individuals in our movement and supporting them with their individual endeavors. In the end, I would love to inspire individuals to chase after their passions and turn them into actionable purpose. “If not now…. Then when?” Let’s keep this going 😊
Visit Huri Movement to see the newsest collection, and for any and all updates check out the Instagram page. Also, check out the Sustainability in Color! podcast for more discussions on the movement.