Absolutely nothing could have prepared Aurelyen Conty for his future as a fashion designer. Not growing up in Paris, not a prestigious diploma of fine arts, not even his creative streak. For your average recruit interested in a glamorous life of catwalks and couture, this sort of background would be a textbook recipe for success. But Conty is not average - and neither is his label.
Four years ago he co-founded Misericordia, one of a growing number of cult brands that are putting the ideas of "ethical fashion" to the ultimate test. Beyond conventional fair-trade standards, which were set to achieve fairer prices and trade conditions for Third World producers, ethically minded businesses like Misericordia also consider labor rights and the overall well- being of workers.
And that means their business models can be pretty extraordinary.
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