Providing options for naughty fashion

I bumped into an interesting new online shop, Fashioning Change. Worth checking out, even though it’s yet on beta stage AND requires registering. Yeah, I know, I’m not a large fan of more passwords either, but this one is worth it. If you’re unsure, check the video on YouTube first.

This is how they describe it themselves:

Use information about the name brands you like to discover and shop stylish independent eco-friendly and ethical brands that have a similar aesthetic and price point.

In a nutshell, you can choose e.g. a shirt from your favorite brand and Fashioning Change provides options for you by companies who have ethical and ecological values. The slogan seems to be Stylish eco-friendly and ethical alternatives to your favorite name brand. So the word naughty does not refer to anything Lolita-like, but the ethical and ecological naughtiness.

Fashioning Change have some 30 eco-brands available, mostly brands that I’m not (yet) familiar with. Exciting!

And to top it all off, they have launched a Wear This, Not That concept. In this section of the website a look is featured for 125 hours, say a shirt by Diesel and then an eco-friendly option right next to it. During these five business days (125 hours), Fashioning Change donates one percent of purchases to organizations working on human rights issues within the fashion industry.

I like it. I like it a lot. I like it so much that I want to share their vision here (quoted directly from their website).

Fashioning Change wants to:

  • Make it easy to shop for authentically eco-friendly and ethical brands
  • Support the growth of small eco brands
  • Show the connection between an item purchased, the person that made it, and the environment from which it came
  • Partner with shoppers, designers, non-profits, and name brands to create systemic change in the retail manufacturing industry

I say, welcome. Their website seems to have been opened in 2011. I only discovered it today in Twitter. I simply love the power of Tweets. You bump into things. Things bump into you. Bump bump. This one came via @sheerethic. Thank you!

♣ In the meantime: The Guardian has written about European stereotypes. I was laughing out loud when reading this. Sad not to see Finland on the list.

♥ Song of the day: Smith & Burrows, Wonderful Life

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