FASHION SHIFT NOW: the story
Have you ever experienced those moments where, in a split second, you realize your actions stand in complete (or partial) contradiction with your values? The next moment we might choose to change your act, but most of the time we simply jump to another thought - because it is uncomfortable, because we are in a hurry, because everyone does it, and because it is hard, these days, to live 100% “right”...
Little did we know we would be creating this website a few weeks ago, when Lara was shopping on Brussels’ elegant Avenue Louise. But as she walked out the glass doors of one of its beautiful clothes stores, Lara experienced one of ‘those moments’. Bags in hand, she stopped in her tracks and wondered - somewhere between amazed and ashamed - at how it can be so easy to go shopping - for stuff that we sometimes (okay, often) don’t even really need - without much more than a thought about the environmental impact, or the conditions in which the clothes were made.
Nevertheless, she found the right person to share her intellectual musings... after a brief discussion with Emilie about our consumption culture and the problems in today’s fast fashion industry, the next thing we knew it was Sunday morning, 8 a.m., and us standing on a flea market. We were very surprised by how many items we sold but also by the clothes in other stands. Most of them cheap, stylish and of excellent quality, on the market simply because their owner didn’t use them any more. We felt elated to discover this new opportunity, but frustrated we hadn’t discovered all this years earlier... And so the *epiphany* took place.
Delving into the world of ethical shopping, one thing led to another. We were astounded by the quality and quantity of ethical shopping alternatives -- from tons of ethical brands, to second hand, to clothes swapping apps & events. But our frustration only grew bigger at the thought that this market remains highly uncelebrated, simply because most people, like us, aren’t genuinely aware of the existence or quality of these alternatives.
It became clear that a huge gap that needed to be bridged between mainstream fashion consumers and the ethical fashion industry. Enough said: Fashion Shift Now was born... We bring ethical fashion to people, people bring ethical fashion to life, and together as a community of conscious fashion consumers, we not only bring ethical fashion to the mainstream ...but also pressure mainstream fashion to become ethical!
The idea rapidly turned into a Facebook event, and a website. The next step is IMPACT - and that is where we need YOU! We challenge you to check out the challenge, choose the challenge that is right for you, and enter this stylish adventure with us...
Click HERE to read more about the three challenges and HERE to let us know you’re in! We guarantee - you will not regret it :)
Fashionably yours,
Lara & Emilie
