The Who
My name is Matthew.
Before starting this journey I knew very little about sustainability and ethical consumerism, but I wanted to learn more.
I find I learn best by taking on projects.
So I started this site with the aim of teaching myself more about what I could do to make a difference and hopefully in the process share that information.
The Why
The goal I have for this site is simple.
Empower at least one other person with the knowledge to make a better choice than the one they would have made without.
Why Fashion?
The fashion industry is one of the leaders when it comes to environmental and social impact around the world. It’s also something that we all rely on, and an area where we all have an opportunity to make changes, however small.
Acceptance
In the process of creating this site I read a lot of other sites, some great, some not so much, and I noticed that while everyone was pushing in the same direction some had little patience with those who could not push as hard as others.
I don’t believe that people are a monolith.
Each of us has a different capacity for change. Not everyone has the opportunity or means to make the most ethical choices, and that’s okay.
The goal should be to make a positive difference over time not to make 100% positive choices all the time.
Unfortunately it is the nature of slow fashion to be more expensive or more effort than its fast fashion alternatives. The same is true for most ethical consumer choices available to us.
For this reason I try to highlight a range of options where I find them and not to patronise or shame anyone for not choosing the solutions I present.
Facts not Fear
There are plenty of reasons to worry about the future.
Fear mongering may get clicks but I don’t believe that it inspires change.
In order to make the challenges we face more relatable I aim to focus on the positive outcomes rather than the potential negatives.
If we make a claim, I want to be able to not only back that claim up, but to put it into context. So we will always research our facts, cite our sources, and update articles should new information arise.
I welcome feedback, after all this is a learning experience. So please feel free to share your discoveries, concerns, and experiences. I look forward to reading them! So get in touch.
The Disclaimer
Running a website costs money.
As such, we earn a percentage when you buy from some of the links on this site.
We do our best to evaluate each of the brands that we partner with before we recommend them to you, so we can be sure that they have a positive impact on our world before we send anyone their way.