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Quality and Raw Materials

The selection of raw materials is the beginning of everything.





Over the years our restlessness for constant improvement of quality has led to the need of higher quality raw materials, better both for the skin and the environment. We do not use raw materials, such as leather, fur, angora, etc., as we are not able to know under what circumstances they have been imported. 5% of our current production consists of conventional cotton, 15% linen and 80% organic cotton, which is certified by Oeko-Tex® Standard 100. Soon silk, another natural material, enrich our collections.


According to the consulting firm in the sustainable development Made-By, threads are divided into classes A-E according to their toxicity in terms of human factors and the environment, greenhouse gases that contribute to global warming, water consumption, energy consumption and land use. Class A represents the most sustainable fibers, while Class E the less sustainable. For the information of our consumers, we mention the classes of threads used as well as their nature and behavior.


Organic Cotton: It is in the class B. It feels like conventional cotton, but it isn't! Neither toxic pesticides nor synthetic fertilizers are used to grow this fiber and it comes from non-genetically modified seeds. The cultivation of organic cotton does not affect aquifers. It is a great alternative to conventional cotton, with a much lower impact on the environment.

Linen: It is in the class C. This stylish fabric has a high durability and is highly absorbent, making it a great fiber for summer garments. Linen is a renewable natural fiber found in the flax plant.

Attention: The labeling and signs are used for the promotion of our values is part of the communication policy of the company Heel Athens Lab and is not associated with official certifications.


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The selection of raw materials is as important as each processing phase up to the final delivery of the garment.

We focus on every single production phase of the garment, from the design to the delivery. During preparation the fabric receives many treatments like dyeing, cutting, sewing, ironing, etc. The fabric pieces during their course to become garments apparently acquire harmful substances to the human organism.

All HEEL clothes, before touching your skin, have been washed with pure  water without using soaps .


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Ethical Sales

The ethical sales approach is based on the term ethical trade. It focuses on employee rights and working conditions.

Our production is local: The clothes and accessories are designed and manufactured entirely in Greece. Τhe whole production unit is located in Kallithea and works with small local production units, under contract. We respect our employees and our affiliates and all our processes is characterised by clarity.


Consumer education: The communication model is based on informing consumers on various issues relating to the environment and society in general. We believe that through proper information and openness the consumer will use his buyer’s power constructively for himself but also for the greater good.


Active participation: We support efforts made honestly and with a view to the effective protection of animals, nature and biodiversity in general. Also, occasionally we take part in activities related to our city, in an effort to improve the quality of life. You can see our participation in various social activities here.


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We use fashion as a means of expressing our concerns about life and nature from which we draw inspiration for the design.

thumbnail_IMG_20200624_140815_320.jpgDecember of 2014 HEEL Athens Lab is launching its new Recycling collection of unique one of a piece designs, officially on e-shop. “Redefining the meaning of waste and in our efforts to grow in the interest of sustainability, we have created an exclusive collection of recycled products’’. Maintaining a separate department that deals with redesign and recycling, the HEEL lab confronts resource wastage problems while trying to communicate the recycling spirit to the public. Most projects created for this collection are unique, i.e. a single piece is created, or is only available in a very limited quantity.


Find these unique pieces:




34 Kiriazi Str.
Tel. 0030-210.8086.818


Panagia Panachra Sq., Chora
Tel. 0030-22890.77166



Old Port, Naoussa 
Tel. 0030.22840.55430


36 Sotiros Dios Str.
Tel. 0030-213.0055.070




Karatheodori 14

Tel. 210.5736.926




Iraklitou 11

Tel. 210.3616.286

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If one way is better than another, then surely this is the way of nature. Aristotle

Our main concern is the quality of the raw materials we use. Our team seeks immediate and practical ways so as to lower impact on the environment. The production is based mainly on cotton, linen and silk. Step by step, using the knowledge we obtain, we are proceeding towards achieving international certifications for the fabrics we use, such as GOTS and OEKO-TEX. Additionally, it is very important to us finding natural ways able to dye our fabrics.

OEKO-TEX® Standard 100: It is an independent testing and certification system for textile raw materials, intermediate and end products at all stages of production against harmful substances for the skin and in general human. Human ecology deals with the impact of textile products and their chemical components in health and well-being of man.

G.O.T.S. (Global Organic Textile Standard): This standard stipulates requirements throughout the supply chain for both ecology and labour conditions in textile and apparel manufacturing using organically produced raw materials. Organic production is based on a system of farming that maintains and replenishes soil fertility without the use of toxic, persistent pesticides and fertilizers.

100% Natural Dyes:
The man seems to have the knowledge of the art of painting from 4000 BC by the empirical observation that some insects or berries stained fingers. Through the combination of ancient concepts and modern techniques, the fabrics can be coloured naturally, using plants, minerals, fruits, seeds and roots. The stabilization of the dye can be achieved by the suitable process and always with natural materials.


Obtaining certificates for ISO that certify multiple actors, regarding management issues
We are in the process of finding and training in relation to the existing ISO certificates offered.
We wish to improve and that's why we dear to be confronted with multiple checks that will make our lab better regarding management issues of the human factor and the environment.


Moving towards a circular value chain
Believing in the circular economy, with small steps we are trying to move towards recycling in every piece of our production process. We are faced with new challenges every day, in which we try to respond in creative ways.
For this reason, our goal is to expand the part of recycling left over fabrics and garments, redesigning them or possibly send them to textile recycling centers abroad.