Sustainability has been the brand’s priority since 2017, when founder Pauline Hansen filled a gap in the market with PAMA London. Whilst studying the yoga instructor certificate, where mindfulness is everything, Pauline noticed she couldn’t find supportive, fashion forward, sustainable active wear. This lead her on a pursuit to understand the material offerings internationally and saw her seek out the globally leading eco-friendly manufacturers in order to bring PAMA London to life. Pauline created this collection for like-minded women living in cities who wanted to wear pieces that are supportive, timeless, eco-conscious and fashionable. As Creative Director, Pauline continues her pursuit to bring this aspirational brand to life.