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.

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:

Eco-Friendly Fashion Show – More bloopers are a click away

1.  Girls Night Out Dress by Convoy – $112

This dress is an investment.  Its one of the most versatile pieces you’ll ever own.

Deliciously draped jersey material cut in a flattering drop waist and gathered bodice. This slinky mid-calf number is great for an evening out when paired with a pretty clutch and rockin’ heels.  64% bamboo, 28% organic cotton, 8% spandex. Made in Southern California.

2.  Melissa by Cri de Coeur – $260

Strappy, zip-front ethical sandals will add low key sex appeal to hundreds of outfits.

3.  Triangle Handbag by Zut Design – $55

A cool, functional handbag in a rarely seen shape made from recycled rubber.  It will last you for centuries!  Made in Canada.

4.  DRUNK Leaf Necklace – $42.00

Once the wine had been drunk the empty wine bottle glass is hand cut, wrapped in copper then soldered with lead free silver alloy to create this amazing green leaf pendant.  Stainless steel curb chain measures 18”.  Pendant measures approx. 1/2” x 1 ½”  Reclaimed wine bottle glass.  Lead free solder.  Handmade in the USA.

5.  Ethical Cosmetic Brushes by Afterglow -$15-35

Luxe vegan professional cosmetic brushes are super soft and ideal for applying loose minerals evenly to quickly create a flawless finish. Brushes are made of the highest quality taklon to give you the optimal results when applying  mineral makeup.  They are easily cleaned with shampoo or gentle soap to keep them beautiful for many years.

1. Butterfly Wing Shirt ($198)

100% organic cotton t-shirt made and screen printed in NYC by graphic designer Mika Machida.  It features sassy adjustable “antenna” straps on one shoulder.

2.  Jonano Dansk Pintuck Pants ($88)

Classic wideleg pants in 21st century fabric: ecoKashmere. PVC and Phalate-free; waterbased screen printing for that vintage look that fades with wash!

3.  Melissa Campana Jellies ($68)

The original jellies! Melissa Plastic Dreams Campana Zig Zag. Ethically made in Brazil in a closed loop system so there is no waste.

4.  Back in Black Loops ($160)

14k gold plate, rose goldplate, jet black crystals; from Nancy Bennett’s eco-friendly Back in Black line at Sid Vintage.

5.  Helen Riegel Lily Bag ($170)

Made from organic cotton, this chic black and white bag is unique and highly fashionable.  The picture on the website shows the fabulous Helen Mirren carrying it–do you need another excuse to own one?