Fashion, Evolved

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.

Eco fashion has been a profoundly online phenomenon from the get-go.  Slowly but surely, however, boutiques are cropping up all over North America and Europe.  If you’re in Vancouver, you don’t want to miss the chance to check out Body Politic founded by Nicole Ritchie-Oseen in 2008 and located in the South Main district of the city.  Body Politic features some of the hottest green designers including Stewart + Brown, Elroy and Perfectly Imperfect.

Ritchie-Oseen says, “At body politic we began with the belief that sustainable and eco-friendly clothing didn’t mean sacrificing style. The goal was to fuel our absolute love of fashion and distinct style without compromising our environment, our community, or ourselves!”

The space is as green as the fashion, with energy efficient lighting, re-purposed furniture and raw concrete walls as a neutral palette against which the carefully selected clothing and accessories stand out beautifully.

Can’t make it to Vancouver?  No worries!  Body Politic also sells online at www.bodypolitic.ca.  You can also keep up with the official Body Politic Blog, follow them on Facebook, and on Twitter.

Supporting eco fashion designers and retailers is one of the best ways we can put our money where our ethics is.  Drop by in person or online and give Body Politic a looksee…

Sea Glass brings back wonderful childhood memories for me.  I grew up near the ocean in northern California and we spent a lot of time at the beach where I would collect all kinds of treasures including pieces of smooth, gem-like sea glass which I would horde like a little pirate.  Over the years I’ve lost all the sweet souvenirs I collected as a child, but not my love of the colorful pieces of glass that get washed up on the shore after being massaged into shape by the sand and sea.

Terra Trendz, an online retail store started by five green friends, sells exquisite sea glass jewelry along with some of the hippest and most eco-friendly accessories and handbags.

The Terra Trendz team has been kind enough to extend a special shopping code to my readers for current and future purchases. You’ll receive 15% off your total purchase when you use the code FE15 at checkout.  AND!  You get Free Shipping for orders over $25.

So go ahead and indulge your green fashion passion this year at  Terra Trendz!

Nixi Fringe Collared Wrap Top – $130

Cap sleeve with ruffle detail around collar and bottom hem. Bamboo and organic cotton.

Hennumi Wool Swirl Feathered Headpiece -$110

Elegant wool swirl headband handmade with feathers and recycled wool off cuts.

Made 1721 Bone and Alu Earrings – $22

Priti NYC Oleaster Nail Polish – $14

Melissa Kali Wedges – $145

A young Brazilian footwear company, Melissa creates injection molded sandals, shoes, boots and heels. These beautiful wedges feature flocked PVC plastic, wedge heels and a bow detail.  They are recyclable.

Flora & Fauna is a ready to wear line by designer Pauline Siu based in Vancouver. Taking inspiration from the lush nature world around her, Siu designs clothing that is captures the beauty, charm and delicacy of plants and animals.  The line features clean lines, rich colors and a pan-seasonal style that makes them both conscious and easy to integrate into your existing wardrobe.

In addition to using eco-friendly materials and business practices, Flora & Fauna also supports animal welfare and nature conservation organizations.  For the FW09 season, they are giving $2 from sales each bear theme piece to our foster bear cub at Critter Care in Langley.  And $2 from the Bumble Bee hoodie to EYA (a youth group that researches and builds bee condos to help maintain honey bee population).

I spoke to Siu about her efforts to build a sustainable company.  She told me, “Flora & Fauna is inspired by all the creatures and plants we share the earth with.  Having witnessed the pollution and damage conventional materials and production methods pour into our environment, we knew we would not want to be a part of the fashion industry unless we could do it the right way by using sustainable fabrics and notions, ethical production, and local production facilities to reduce our carbon footprint.  Ethical, sustainable practices, supporting charities, along with the subtle environmentalist messages in our clothing, we are proud to be taking fashion one step forward.”

According to Siu, the fashion industry has evolved based in large part by consumer demand.  She told me, “Over the past 5 years, there’s been so much customer demand for transparency in the fashion industry – as the ugly side of the industry has been exposed.  Many corporations and larger scale businesses are stepping up to the eco-challenge, while many smaller independent designers already have a leg up on ethical production, and many are using sustainable materials as well.  More recently, current economic has challenged shoppers to make their purchase decisions more carefully.  Across Canada and US, there is a lot of emphasis on supporting smaller local businesses to help stimulate economy.  This has draw a lot of attention to eco-fashion labels that are produced in North America, and smaller independently owned clothing boutiques.”

Of course, its not enough to just be conscious.  A modern eco-designer also needs to create style that is comparable–or even surpasses–conventional fashion.  Check out the photos of the F/W09 line from Flora & Fauna–and consider supporting an independent business that has heart and soul by shopping at their online store: