It's easy to be cynical, believing is hard work

Last week, an internationally respected broadsheet published an article with the goal of debunking sustainable fashion: it doesn’t exist according to the author and it is all a marketing and PR ploy. With what aim I wonder?

Maintaining the status quo is so much easier and cheaper, why would a company take a harder and more expensive path? And yet, maintaining the status quo is simply impossible. Climate change is a fact. The fashion industry is a major contributor to climate change, fact. Denying these facts is harmful and, I believe for a broadsheet it is irresponsible to lead the denying.

If you’re on our website, chances are you already have some level of interest in sustainble fashion. If you stumbled here by accident, please understand that sustainability is at the heart of all our decisions. I know it is hard for people to understand and trust fashion companies given the level of greenwashing out there (companies who purport to be eco friendly but in fact are only capitalising on positive publicity) but if in doubt, trust independent brands.

Pop London is a start up and independent brand, we have a much deeper stake in the authenticity of our values, stakeholders and our production chain. Remember that old advice that when you do something you love it doesn’t feel like hard work? It’s the work we love, the work that gives us purpose: to use up the fashion industry’s surplus, to use deadstock fabrics, to use surplus buttons and trims and bring all these potentially odd bits and bobs to create awesome collections. It’s challenging but we accepted the challenge and as a designer it is my purpose to design our way out of the problem.

Be a believer..