Return to Edun

I've mentioned Edun before - the ethical label created by U2 singer Bono and his wife Ali Hewson in 2005. I'd noticed that they'd both been featured in a recent Louis Vuitton ad supporting the Cotton Conservation Initiative in Uganda but what I didn't realise was that LMVH Louis Vuitton Moet Hennessey had actually taken a 49% stake in the brand.

Serious money and recognition that ethics sell as the luxury conglomerate adds Edun to their stable of labels. It gives us hope that there is a future and a market for sustainable fashion.

A big consideration

At the moment, Anne and I only produce in three sizes of small, medium and large. We have been asked by larger sized women about doing Green Eyed Monster in plus sizes but for the moment, the demand is just not there. It may change in the future and we are definitely open to it but given we're only in our third year of business in sustainable fashion, we have had to put limits around what we do.

I can relate to some of the frustrations bigger women might have; my own frustrations relate to the way mothers are portrayed particularly in TV advertising. I'm pushing 40 next year and while I'm not trying to dress like a 20 year old, I resent mothers being depicted as these matronly (read 'daggy') figures in the media. Fashion is for everyone and I'm glad there are some fashion-forward boutiques out there who cater specifically for plus sized women.

I have actually approached Australian musician Clare Bowditch about our range in the past. While she is a bigger girl, I think she is absolutely beautiful and she's also very much into fashion as well as being a mother of three. There's also been some nasty publicity about Nicole Trunfio replacing Miranda Kerr at David Jones because she is 'taller, thinner and younger' which I find incredibly bitchy and does nothing for the sisterhood. I will say it again, fashion is for everyone no matter what size you are, how old you are or what your position is in life.

Made in Australia

I also subscribe to Ragtrader's e-newsletter for fashion industry insiders. There's an interesting blog article written recently by iconic Australian fashion designer Jenny Bannister on 'inside the business model of emerging designers.'

It states that there is only a 5% niche of fashion designed and made on our continent with the remaining 95% of our fashion production being made overseas.

Anne has also commented that a lot of our retailers have a preference for Australian made and designed product over and above us being sustainable. I'm not sure the situation is likely to change in the near future but it sure is hard competing against $30 knock offs made in China from conventional cotton...

Living an eco-fashionable life

It's one thing to work in sustainable fashion, it's another thing to actually live it. I've long had a green sensibility and that's a values thing. Living it can actually be more tricky and I'm aware of the contradiction of working in an industry that can be seen as more about consumerism than anything else.

I don't buy a lot of clothes. Aside from Green Eyed Monster, I don't have the time, budget or desire to buy lots of new clothes. I have a wish list of things I'd like and wherever possible I stick to it. This tends to be high quality, classic, timeless pieces if I buy new but I also love buying pre-loved clothes at op shops, markets and on ebay. I also try to buy eco household and organic products wherever possible and when my budget (we are on a single income) permits.

Similarly, I've furnished my home with Art Deco items I've found at antiques centres and vintage shops. Perhaps I'm just lucky that my taste happens to be about 'sustainable' items but I also think it's a better way to live. I also think things were often better made in previous times and I love the idea of handing items down from one generation to the next. If you're wanting to live a greener life, there are lots of good books around. One is 'Greeniology' by Australian author Tanya Ha which is more about green households, and the other is 'The eco chick guide to life' by American author Starre Vartan which is more about eco fashion, beauty and style. See if you can get a copy from your local library or bookstore.

It's nice to be wanted

I mentioned the other day that I wasn't expecting a lot of love back from our traditional Spring Summer PR effort. Sometimes I do feel like I'm pushing water uphill so it's been nice to have some interest from other people!

Firstly, there are a couple of women Betsy and Maggie from Mulberry Tree Consulting in the US who are writing a book called 'Defying Gravity' on female partnerships. They were interested in our story - the fact that we are from Australia and that we work with organic fabrics. They'd contacted us a little while ago wanting to interview us but we'd knocked them back as we felt it was early days in our partnership and because our partnership arrangement is an informal one at the moment.

Secondly, we'd also been approached by Jacinta Burchall, who runs the Black Cat boutique in Healesville, regarding her sustainable fashion competition - the 9lives project. Again, we had pulled out of the race but she's also been in touch again encouraging us to participate.

So we've said (or I've said) yes to both requests. I'm more than happy to share our journey with people who are interested in our story and the best thing about the 9lives project for us is the opportunity to be mentored by someone like Tiffany Treloar - a leading Australian sustainable fashion designer - should we be successful.

Tip of the Day: Balance a critical eye with an open mind when it comes to requests - a little kindness can sometimes go a long way and many opportunities can come from unexpected places.