Sara Sim­monds lands a fash­ion award for her de­signer jeans

The Jewish Chronicle - - & Business Finance -

DENIM-DE­SIGNER Sara Sim­monds has been awarded this year’s O2 X award for fash­ion. Miss Sim­monds, 30, is the founder of Sharkah Chakra, an eth­i­cal lux­ury jeans brand. Her hand-made cre­ations are worn by model Clau­dia Schif­fer and ac­tress- es Cameron Diaz and Liv Tyler.

She beat hun­dreds of other en­tries to pick up the award, which is run in con­juc­tion with fash­ion mag­a­zine Grazia to recog­nise suc­cess­ful small busi­nesses.

Founded twoand-a-half years ago, Sharkah Chakra claims to be the first jeans brand in the world with fair-trade ac­cred­i­ta­tion. “You shouldn’t have to sac­ri­fice ethics for lux­ury,” Miss Sim­monds says. “It was my dream to cre­ate some­thing dif­fer­ent to make a dif­fer­ence.”

The for­mer buyer at Har­vey Ni­chols adds: “To win felt fan­tas­tic. I started with the dream of putting the lux­ury back into denim and this was recog­ni­tion that we have achieved the first step to­wards this.”

Orig­i­nally from Leeds, Miss Sim­monds lives in North-West Lon­don.

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