Fashion used to be an art.  It used to be about detail, design and workmanship instead of just labels and marketing.  But in a race to make money and satiate stockholders, even the most sacred houses of high fashion have sold out.  Now, thanks to a valiant band of independent, earth-conscious designers the true spirit of fashion is being revived and celebrated around the world.

Amy DuFault knows eco-fashion.  She’s been the Fashion Editor at EcoSalon.com for almost two years.  At the same time, she started doing sample sales and trunk sales, taking collections from her designer friends on the road and selling in restaurants, galleries, yoga studios–almost anywhere she could get to buyers who had both a passion for the planet and a sweet miniskirt.  The response was phenomenal.  But last summer she and her friend Amanda Converse fell in love with a small retail space in Cape Cod. Four months later, Shift Boutique was born.

“I’m still wondering what I was thinking,” DuFault laughingly told me in an interview.  “We opened at the worst time ever.  Not only was the economy in bad shape but we live in a tourist destination and after summer the town gets really quiet.”

But DuFault is no shrinking organic violet.  “You cannot start a business and not understand that you’re going to work  your ass off,” she said determinedly.  “I refuse to hang my head and just ‘take it’ this winter.  We’re going to go back out on the road for trunk shows and work on building up our local business during the quiet months.”

Shift Boutique was born out of a spirit of collaboration.   At the grand opening more than 150 people showed up, including local musicians, artists, designers and retailers who love what these ladies are bringing to Cape Cod and work with them for events and shows to make Shift a true destination shop.   “The more you collaborate with people, the stronger you are,” DuFault told me, “That element of collaboration will always be a part of our business.”

Shopping for clothing at Shift is not like shopping in a big box store or a snooty department store.  It’s about meeting like-minded people, discovering beautiful garments that were designed with love, and investing in a lifestyle that is both stylish and conscious.

“I think Shift is a really cool place,” DuFault told me with pride in her voice, “Really interesting people walk through the door every single day.  Not only to they feel a connection to the clothes, they feel a connection to our space.  Amanda and I have carefully crafted our store and have picked only items we truly love to share with our customers.”

Experience Shift Boutique for yourself.  Visit their store at 535 South Street Hyannis, MA 02601, or shop their online offerings at www.ShiftBoutique.com.  You can also follow the news of Shift Boutique at their official Twitter account and via their Facebook Group.

Support the Planet.  Support the Passion.  Support the People who and sell eco-conscious clothing and accessories.

Photos compliments of Meaghann Kenney.