Shopping with . . . Lianne Ludlow, Founder of Fashion Conscience

By Lexi Green
November 9, 2009

If a planet-loving fashion editor with a zoology degree were to take one of those career assessment tests to determine her perfect job, the answer couldbe found in the real life example of Lianne Ludlow, the mastermind behind the eco-fashion girl’s dream site, Fashion Conscience.

Concerned about the fashion industry’s impact on the planet and sensing a growing demand for eco-friendly products, London-based Ludlow knew she was well-positioned to create a site with merchandise that was as stylish as it was sustainable. She launched Fashion Conscience in 2007, and has been instrumental in pushing eco-friendly design to the fashion forefront and helping make green the new black.

Fashion Conscience homepage

The Inside Source: Can you tell us a bit about your background and your reasons for launching Fashion Conscience?

Lianne Ludlow: While I was working at my last job overseeing celebrity cover shoots for Cosmopolitan magazine, I started to worry a lot about the fashion industry’s impact on the planet, particularly the people and resources that were being exploited in the manufacturing process. I wanted to change how I shopped, but I also knew that there was little out there in eco- and ethical fashion to satisfy my style lust or that of my magazine editor friends. Given my fashion background, combined with my degree in zoology (which most of my friends weren’t even aware of) and a longtime passion for the planet and social responsibility, I thought that I could create a single store that would offer something to stylish people who care about the origins of their clothes.

TIS: Fair trade, organic, recycled--these terms can be confusing! Can you define the major eco-fashion categories for us?

LL: Sure. Fair Trade means that the workers were paid fairly for their work and not exploited in any way—that they weren’t underage, underpaid or in harsh working conditions. Fair Trade can include workers at any stage of that process—from, for example, cotton pickers and growers to those who cut fabric and turn it into tee shirts to everyone in between. I can also mean that the communities where workers live are being supported and invested in by the companies that employ them.

Organic textiles are made from cotton or other plants that have grown naturally without heavy chemicals, so the surrounding environment doesn’t get covered in toxic and other harmful materials. The term “organic” can also apply to processes, such as dyeing.

A recycled item is made from some, if not all, materials that are re-used, scrap or waste from another process. Recycled can be hi-tech; for example, we sell bikinis made from polyester fiber that is constructed from old plastic bottles. Recycled can also be low-tech, such as dresses made from jersey t-shirts donated to charity shops.

Sustainable typically refers to items made from fibers grow quickly and have a low impact on the environment, such as bamboo and hemp.

Vegan means that no animal products were used in the construction of an item. The entire garment—from the material to the glues, to the dyes—is animal-free.

Because a lot of our shoppers are keen on buying clothing that represents a specific ethical or eco-criteria, we actually set up our site so that you can shop according to these categories.

TIS: What are the most exciting innovations going on in eco-fashion right now?

LL: Well, we are passionate about recycling and trying to reduce the textile mountains that are growing rapidly in developed countries. There is so much available. It is astonishing to me that designers don't get more creative with recycling. I personally love how the process of recycling forces you to look at an object and create something fresh and new that you might not have thought of if you were starting from scratch.

We just launched our own exclusive collaboration with TRAID, a U.K. based textile-recycling and international development charity. The organization collects used clothing from over 900 textile recycling banks across the country and then places the more consumer-friendly garments into affiliated shops. The less-usable garments are redesigned into trendy and wearable pieces under our TRAIDremade label. The money collected from these initiatives goes toward overseas development projects and U.K.-based poverty and environmental education programs.

TIS: Which items from your site are flying off the shelves right now?

LL: People love us for our vegan shoes. Vegan accessories are a hot topic at the moment, as the spotlight has been put on the amount of Brazilian rainforest being cut down for grazing land cows for the leather industry, and vegan alternatives are a great solution.

TIS: Which fashion trends are you most excited about?

LL: I love body conscious cuts, cut-outs and sheer panels. All of this will still be with us in the spring, as it is now, but in powder soft colours and sherbet shades rather than black. I am still loving round shoulders and peep toe ankle boots. But flats will be back with a vengeance for summer, which is a godsend!

TIS: Some have argued that eBay is by nature the ultimate “green,” site as it takes the term “reuse” to new heights. How do you shop on eBay?

LL: I have to say that when I shop on eBay, it is only ever for items that have already had a life, such as fabrics, clothing or books. I buy vintage and second-hand frequently, and get great pleasure from knowing an item is getting a new life, and that it is often a unique piece that has a history behind it. There is a lot of new on eBay too, but if you want to only buy used or vintage, eBay is probably the most extensive resource out there.

TIS: Which five eco-friendly items on eBay are you coveting most right now?

Roll over items for details

Organic Grey Stripe Button Front Bib Top

LL: I like the simplicity and classic style of this organic shirt. It would look great under a blazer and with leggings. Anything bib-front is going to be huge next season.

(buy it now price, $220)

Shopping with . . . Lianne Ludlow, Founder of Fashion Conscience

Owl American Apparel Organic Rib Tank Top T-Shirt

LL: I love that American Apparel has branched into organic cotton. Plus, I am a sucker for quirky cute animal prints.

(buy it now price, $13.95)

Linda Loudermilk Organic Cotton Dress

LL: Lace is everywhere this season. Go classic with a black underdress, black opaque tights and heels.

(buy it now price, $195)

Fair Trade Orchid Mountain Handbag

LL: This is a great weekend slouchy tote for sporting in the city on a lunch date. Plus white never looks dated, as long as you keep it spruced up.

(buy it now price, $105)

Vintage 80s Bow Hipster Vegan Pumps

LL: These shoes provide the feet with a little touch of Parisian chic, and they are vegan and vintage to boot. You can't say fairer than that when it comes to eco-style.

(buy it now price, $24.99)