We’re all trying to be a bit more conscious with our style choices, but we have to admit sometimes it feels like a challenge to be ethical, sustainable and eco. But reading facts like, ‘it takes an average of 7,000 litres of water to produce one pair of jeans’ and ‘20% of industrial water pollution comes from the treating and dyeing textiles’ you realise it’s worth making the effort to invest is conscious garms—but they need to be just as stylish as anything else. So when we came across a store that curates the best on trend pieces from independent sustainable brands and that many of these labels are more affordable—we just had to share it.
New e-commerce platform Noa Vee wants to provide you with a refined selection of unique, sustainably-minded fashion. Founder Beth Fuller wanted to make it easier for us to shop with a clear conscience, knowing our choices aren’t doing harm. She explains, “More and more consumers now are interested in the people and ideas behind what they buy. Being sustainable has an emotional tie to it which really makes it resonate. From cups to coats, the rise in sustainability has given brands a reason to create things that people would want to buy anyway—it's simply a bonus that it's not harming the planet. ”
Beth believes we can all be more sustainable in our choices: “Learn the story behind a brand or product—and look for eco alternatives to the things you need and like. You don't have to sacrifice your personal style—there are so many incredible creatives out there offering chic designs. Before you buy say, a white shirt—check and see if there’s an eco-alternative that uses organic or recycled cotton. Often there will be, Google is your friend!” We ask Beth the scoop on the coolest brand around ATM, “I absolutely love swimwear brand Galamaar—they create their pieces from recycled ocean waste. Their one pieces and bikinis are each cut to perfectly accentuate the female form— whilst being comfortable and functional. They really suit all women’s body shapes.”
Beth does believe the industry is changing. “I'm noticing a lot more brands taking on ethical and sustainable approaches which is incredible, however, the downside to this is that it's become a bit of a buzzword and almost drowns out the independent brands which have had these values at their core for a long time. I see sustainability one day becoming a requirement across the board rather than something to capitalise on. That's why I select brands for the store that are stylish, unique and rooted in a story. As I see the relationship between content and commerce changing, my aim with Noa Vee is to make it as seamless as possible for people to find and shop these incredible brands that deserve recognition.”
Keep scrolling to see our favourite picks—wish lists at the ready…