AVA INNES founder, Joan Johnston, has worked for over 25 years with British and international luxury brands such as Burberry, Ralph Lauren and Dunhill.
With her experience in the textile industry and being aware of the environmental impacts within it, Joan wanted to develop beautiful, luxurious products with a sustainable approach and made in the UK with integrity and skilled workmanship. Her drive and passion with AVA INNES is to lead change and do better in an industry associated with wastage and pollution.
"Cashmere is such a special fibre, I knew there was more to be done to maximise its full potential. Few people realise that only 30% of the fibre combed annually from the cashmere goat is used in traditional knitting and weaving. The remaining fibre, which is mainly long and straight is called cashmere guard hair and has been used as a source of lanoline or for other industrial products." Joan recognised the value of cashmere guard hair with its luxurious, organic warmth and naturally weighted comfort and decided to use this as a filling in her luxury bedding. All AVA INNES pieces are made in Yorkshire and Scotland, supporting local textile industry.
At AVA INNES, raw materials are bought directly from selected cashmere merchants. Cashmere is essential for the traditional Afghan and Mongolian herders. The AVA INNES team value their supply chain and are committed to supporting them (10% of AVA INNES profits go to Afghanaid to support essential life skills training for the women in the region). These special fibres are shipped directly to the UK, reducing the carbon footprint often associated with textile products. AVA INNES choose only certified 100% organic cotton to encase their special fibre in. The integrity of the materials sourced is matched by the tried, tested processes used to produce this new type of duvet which feels more like a weighted blanket, hugging you as you sleep.