Letting go and Embracing Change

The day before I launched this blog, I came across an article entitled “Letting Go.”

The day before that, I had been chatting to a friend who was going through the unsettling early stages of a period of change. I’d been trying to reassure them that it’s perfectly normal to yo-yo between positivity and confusion, discomfort and excitement, and encouraged them to try to their best to just roll with it and let life take its course. If only I had this article to quote at the time (and could follow this advice as easily as I give it).

It so perfectly articulates so much of what I was trying to say to them and what I was thinking and feeling as I embarked on this new venture of my own, but its relevance to all of our lives is what compelled me to dedicate a whole post to it. None of us will get through this life without facing twists and turns along the way that will be confronting, baffling and take us right outside our comfort zones, but as Tony Linkson so eloquently points out, “if we want to live fully…at some point we need to recognize that sustained caution prohibits growth.”

It takes courage to let go because we go through a phase of deep uncertainty at the point of release…What’s certain is that the uncertainty is temporary. Even if we can’t see the next phase we can trust it’s there. – Tony Linkson

Change can be tough. Some naturally deal with it well, but even those of us who don’t can choose to adopt an approach that will smooth our transition through different phases of life. Mastering the art of letting go means learning to accept change rather than resist it. It’s understanding that changing our lives means changing ourselves too. (Click to tweet) The better we can do that, the better equipped we’ll be to enjoy the ride, however bumpy it may get. It’s definitely something I’m still working on.

So, here’s the link. Tony expresses all these ideas so well and so many quotes really spoke to me as I moved through the article. I’d love to know if any parts in particular jump out at you too, drop me a line or let me know in the comments.

Enjoy the read, and while you’re there, check out the Holstee Manifesto, it’s long been one of my favourites. If you’re currently going through or contemplating a transition, this fantastic resource put together by Fabian Pfortmüller if also full of useful insights and advice.


There have been some exciting developments since my last update! At the beginning of the month I finished the 6 week Fashion and Sustainability course I was doing online which I would definitely recommend, especially to those interested in starting their own brand or working in the fashion industry.

I’m happy to report that whilst I won’t be expecting any awards for my sketching skills they are slowly improving which is encouraging! I’ve made more headway finalising the details of my initial designs so one step closer to creating first prototypes. No surprise that this is taking much longer than expected but I’m pleased to be making progress.

I’m also very excited to have joined Rawan Maki and the Fashion Revolution Bahrain team as the Events Coordinator, and am already working with them on organising an event later this year – watch this space!

Next month I’ll be hitting up the London Textiles Fair and meeting a consultant who has been working and teaching in the fashion industry for 30+ years. She specialises in coaching starts ups and I’m really looking forward to discussing the project with her. I’m also hoping to meet with a creative and technical designer to discuss my initial designs and get some advice on garment construction, fabrics and more.

It’s taken me a while, but I’ve finally made peace with the fact that things are moving slower than I initially expected. It’s been quite liberating and has allowed me to enjoy the process much more rather than feeling like I have to hustle (I hate that word) to make things happen faster. Excited to see what the next few weeks bring!

Ciao for now,

Amy x

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Demystifying “Sustainable” Fashion

Ethical fashion. Conscious fashion. Sustainable fashion. These terms and others are becoming increasingly common and are often used interchangeably, but their meanings can either closely align or widely differ depending on the perspectives of the person saying them, and the person hearing them. The shame of this ambiguity is twofold. One, it takes away from the genuine efforts being made by many brands to address serious social and environmental issues in the industry. And two, it’s a barrier to entry for consumers who are keen to take a more considered approach to buying clothes but, understandably, struggle to decipher exactly what these claims really mean.


There’s no universally agreed definition for any of these terms, but ultimately, when using them to describe fashion brands, we’re referring to companies that have considered one or many forms of harm that could result from their business processes, and have taken steps and established policies to minimise or, even eliminate, that harm.

Some of the terms, like eco-fashion, focus specifically on environmental aspects, while others like the three mentioned above are broader and also include consideration of working conditions (commonly categorised as social concerns) and/or human health and/or animal welfare in addition to the environment – again, depending on who you ask!

Where it can get messy is that, because some of these terms have become umbrella terms, two different brands could advertise themselves as “ethical” or “sustainable” but actually have vastly different policies and processes. For example, one might have several policies in place to address environmental concerns such as using only organic cotton, low impact dyes, recyclable packaging and offsetting their carbon emissions, but their garments may be made in a factory that pays below the minimum wage or has unsafe working conditions. Conversely, the other brand might have exemplary labour standards but make little or no effort to reduce their environmental impact, polluting waterways, using synthetic fabrics, lots of plastic packaging etc. In another scenario, you might find two self-proclaimed “eco-friendly” brands with one having taken significant steps to reduce environmental harm across all of their business processes, and the other having only committed to a couple of token changes so they can market themselves as eco-friendly.

Concept of sustainability
The concept of sustainability means different things to different people and has become quite an amorphous beast, particularly when it comes to its use in the field of fashion

Without any clear definitions to say otherwise, all of these companies are within their right to adopt many labels that suggest they adhere to higher moral standards than mainstream fast-fashion brands. And, of course, many of them do, and their claims are completely legitimate (apart from the last example which is best described as greenwashing!).

As a customer, though, this makes it extremely hard to navigate, because it means that when you see a company presenting themselves as “sustainable” or “conscious” or “fair trade,” you can’t take those claims on face value. It’s almost impossible to tell exactly where their efforts are focused and whether they prioritise the same values you do. And that’s where transparency comes in. The more information brands give us as customers, the easier it is to identify whether they’re addressing the issues that we personally care about, from child labour to the use of animal fur or known carcinogens, or all of that and more.


The idealist in me would offer the following take on sustainability:

If something causes harm or destruction then it is inherently not sustainable, by strict definition, because that damage, either to the environment or to a person physically, mentally or financially, is cumulative, and will ultimately lead to a negative decline in its subject’s wellbeing, or possibly even worse.

For me, sustainability is about creating a system that, without this destructive element, can continue indefinitely and better still, can actually bring genuine value to people and planet in the process.

That is, for sure, the ultimate goal. Experience has shown me though, that the journey to pure sustainability is a complex one, and one of continuous evolution. An expectation of perfection fails to recognise the life-changing impact a brand, or individual, can have on the road to sustainability, without maybe ever reaching the final destination. (Tweet)

To give just one example, according to Textile Exchange, “in 2015 alone, by growing organic instead of conventional cotton, farmers potentially saved:”

Environmental benefits of growing organic cotton. Image credit & source: Textile Exchange/aboutorganiccotton.org

That’s with less than 1% of the world’s cotton being grown organically and doesn’t even take into account the social, health and other associated benefits.


As Whitney Bauck, Assistant Editor at Fashionista puts it, it’s a spectrum:

The more you learn about the ethics of manufacturing and production, the more you’ll be forced to acknowledge that #ethicalfashion is less of an in-or-out category than it is a spectrum. – Whitney Bauck

This is something the forward-thinking team over at Patagonia (one of, if not the most, progressive large-scale clothing brand in terms of ethical production and environmental awareness) recognised early on, choosing to refer to their business as “responsible” rather than “sustainable.” This really resonates with my inner pedant who can’t ignore the reality that any form of clothing production involves some level of resource depletion and therefore can’t strictly be considered sustainable.

In my own work, I’ve taken the approach of trying to do the best I can, from my perspective, to address environmental, social (labour conditions) and health concerns along every step of the supply chain. This has led me to the decision to make my whole collection certified according to the Global Organic Textile Standard (GOTS). Unlike many of the ambiguous terms mentioned so far, GOTS lays out a long list of ecological and social criteria that must be met by every party involved in every step of the production process before a product can be certified. As well as bringing a greater level of clarity, certifications also serve as a quickly recognisable indicator and purchasing tool for customers wanting to better understand a brand’s policies. Is this a perfect solution that is 100% sustainable? Definitely not, but it’s an approach that aligns with my values and feels like the closest I can get to where I want to be at the present time.

Road to sustainability
The road to sustainability is a long one but much can be gained on the way without necessarily reaching the destination


I think there are a couple of key takeaways here. 1) don’t let the ambiguity around this subject stop you seeking out brands that create clothing with more care and respect for people and the planet if it’s something that’s sparked your interest and 2) approach brand claims of being “sustainable” with an open but enquiring mind and look for more info to find out if their values align with yours. As a general rule of thumb, the brands that are doing the best tend to want to talk about it and are often, but not always, the most transparent. If you can’t find the info there’s probably a reason for that but there’s also an easy way to confirm and you may be pleasantly surprised. Drop them an email telling them how much you love their stuff and ask where you can find more information about their social and environmental policies.

Apart from being unrealistic, what’s sad about the black-and-white approach is that it leaves a lot of people feeling like they have to stick to a set of rigid yet ambiguous rules which understandably then translates to a virtually impossible task.

My invitation to anyone who has any curiosity around the topic would be to jump in. Do some research, read an article or two, follow some sustainable fashion bloggers on social media, see what it’s all about. You’ll soon find people whose approaches make sense to you, and whose tips and insights will make finding good alternatives much easier. Most importantly, disregard any expectation of perfection. The most experienced in this sphere, whilst fiercely committed to their ethics, also recognise that it’s a continuous process of improvement. Because, the irony, of course, is that taking a militant approach on the path to sustainability is, just, well, not sustainable!

Till next time,

Amy x

P.S. If you’re keen to learn more in an easy-to-digest format, check out the Instagram stories mini-series I published during Fashion Revolution Week covering: what Fashion Revolution is, the key issues it’s seeking to address, easy ways to learn more (hooray for Netflix!), and LOADS of tips and tools to help you shop more sustainably and find brands that are doing good – including a whole day dedicated to breaking down what all the logos and labels mean. You can find the 7-day series in the highlights at the top of my Instagram profile here (FRW Day 1, FRW Day 2 etc.).

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Fabric Sourcing & a Lesson in Patience

Sorry guys, it’s a been a while, I know. It’s been an interesting few months and although I was originally just going to give you an update on where I’m at with developing the clothing brand, I’ve decided to also share some thoughts on how I’m mentally dealing with the challenges this new venture is throwing up.

It feels like not much has happened since my last update, but, on reflection, it has. Having finished the accelerator program at the end of last year, the past few months have been all about starting to implement what I’ve learnt. Alongside working on my business plan, defining the vision, mission, target market etc. the first key task was to start sourcing some fabric samples. Before I could do this though, I needed to deep dive into some research around certifications.


If you’ve been following from the beginning, you might remember that my initial idea was to create a collection that carried both an organic certification AND a fair trade certification. In practice, this means only working with suppliers that are independently audited to ensure they comply with specific standards relating to environmental and health concerns as well as safe and fair working conditions.

Of course, no certification system is immune to abuse, but some are more respected than others, and in an industry that’s known for its lack of transparency, annual audits do at least offer some level of external verification that these key concerns are being addressed.

One of the toughest challenges for consumers is that misleading marketing can make it so hard to determine what is actually a good choice and what isn’t.

Although I knew that choosing to go down this path would limit my options in terms of fabrics and production partners, it’s an essential element of the project for me. Not only to follow best practice in terms of sustainability, but also to be transparent and remove, as far as possible, any hesitations or questions around how the clothing has been made. I think one of the toughest challenges for consumers trying to buy more responsibly-made clothes is that misleading marketing and “greenwashing” can make it so hard to determine what is actually a good choice and what isn’t. (Tweet)


GOTS logoFor the organic certification, I already had in mind that I’d like to follow the Global Organic Textile Standard (GOTS), which is widely recognised as the gold standard for the sustainable processing of organic clothing and textiles. I was familiar with their strong commitment to both environmental and human health, but what I didn’t know until I started researching further, is that all GOTS certified entities are also required to meet extensive social criteria based on standards set by the International Labour Organisation. I’ll share more details about this in future posts, but ultimately this discovery led me to the conclusion that the GOTS certification alone was sufficient to address my aims.

Once that was decided, I then moved on to researching GOTS-certified fabric suppliers and have started to receive swatches from all over the world. With the help of a good friend who has a background in textile design, I’m beginning to narrow down which fabrics might work best for the pieces I’m considering – which isn’t a secret but I don’t have anything tangible to share at the moment aside from some very questionable sketches (so small that they prompted my husband to ask if I was designing a clothing range for beetles)!

At the moment, I’m focused on sourcing more fabric swatches and finalising initial designs so I can start creating first prototypes. I’ve also just started a Future Learn course on Fashion and Sustainability run by the London College of Fashion and Kering, which has been amazing for connecting with, and learning from, people from all sides of the globe and fashion industry.


From a personal perspective, it’s been a challenging time for sure. Progress has felt slow, and I’ve struggled with that. When I allow myself to think about what lies ahead, it’s so easy to become overwhelmed and start questioning it all. On more than one occasion I’ve found myself wondering if this is the right path for me, whether I have the tenacity and skill to ride out the inevitable waves of discomfort and uncertainty, and the patience to give it the time it needs. Patience. Turns out I don’t have much of that! But I’m learning. I’m slowly realising that it’s unrealistic to expect to progress with this at the same rate as I do with other familiar tasks, when I have so much to learn along the way.

Nothing ever goes away until it has taught us what we need to know – Pema Chödrön

I’ve had to force myself to go back to the beginning and remember all of the reasons I wanted to do this in the first place. Not only did I anticipate coming up against these challenges, but they were also a large part of what attracted me to this venture. I wanted to face obstacles and learn how to overcome them, I wanted to grow my knowledge and grow as a person, but, of course, when you’re sitting in the midst of it all, it can be pretty tough to navigate. Be careful what you wish for eh?!

The quote from Pema Chödrön, “Nothing ever goes away until it has taught us what we need to know,” has popped into my head several times along the way and encouraged me to look for the lessons. Patience is definitely one of them. Another is an appreciation for the subtle wins. The less obvious things I’m achieving that I can’t just pick up and show someone. I specifically say subtle, because these intangible things I’m learning and achieving aren’t small. They’re hugely valuable to me, but they’re just not as easy to wrap words around as completing a business plan or launching a website.

Actually, one of the biggest challenges for me has been not having something tangible to show for my work so far. Aside from affecting my own personal sense of achievement, I’ve also realised how much other people’s perceptions of what I’m doing (or not doing in some cases) affects me too. Or, more accurately, my perception of other people’s perceptions!

And then, at other times, I’m full of optimism and motivation to keep going. And it always amazes me how quickly I can switch between the two mindsets. For now at least, I’m encouraged to push on and trust the process, see where the road takes me. To paraphrase Steve Jobs’ comments in his 2005 Stanford Commencement Address, “You’ll only connect the dots looking backwards, so follow your curiosity forward.”

Ciao for now,

Amy x

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Resolution vs. Intention: Switching Obligation with Inspiration

I’ve been pondering resolutions this week. How and why we make them. The why is pretty straight-forward. Most of us do well with some clearly defined targets to aim for, but it’s the how that I reckon could do with a bit of a makeover. Why is it that the same list of resolutions that at one point has us bolting out of the gate into a new year can pretty quickly feel like it’s looming over us like a big fat cloud of non-achievement? Could we avoid those little pangs of guilt and disappointment by switching resolution with intention, and obligation with inspiration?

Maybe it’s just me, but there’s something about the term “resolution” that just seems so rigid and absolute. Instead of creating an environment that encourages creativity, improvisation and growth, we invent more rules to stick to, more commitments and more obligations, as if we didn’t have enough already. Looking up synonyms for “resolution” demonstrate this point pretty well: tenacity, doggedness, firmness. It’s no wonder our aspirations and goals for the new year can quickly lose their charm.

We might even devise little self-punishment mechanisms in anticipation of our non-compliance – no wine on the weekend if we don’t get to the gym 4 times a week. You’ve got to wonder, why do we do it? Are we just manufacturing unnecessarily demanding deadlines and creating more “should dos” and “have tos” that leave us feeling guilty and unaccomplished when left undone?

Now, don’t get me wrong. I’m not suggesting we abandon goal-setting and just cruise along without direction (I’m a recovering Type A after all), but what if we were to position these targets and desires within a less onerous framework? One that meant we didn’t end up beating ourselves up as another month flew by and we still hadn’t achieved those first 5 things on the list.

Purpose, objective, aim, plan. Synonyms of “intention” bring with them a much more uplifting vibe, don’t you think? And before those of you thinking, “tomayto, tomahto, what’s in a word?” switch off, here’s where I see the difference. When it comes to setting intentions, we’re still taking time to reflect and make a very deliberate commitment to a desired outcome. We’ve identified what’s important to us and made a conscious decision to channel our efforts towards achieving it. The goal is there and the path to reaching it may even be laid out, but there’s also a recognition that plans change. And so do we. Our aspirations and limitations aren’t static, and that’s ok. The motivation and resolve is still there, but there’s just a little more breathing space and a little less burden.

I know this, because at the end of 2016 I switched resolution with intention. I sat down and dedicated a decent amount of time to thinking about and writing down (this is key!) my wishes for the year ahead. Some specific tasks, some more general themes and a word for the year (which, if you’re wondering,  is “flourish” for 2018). Going through this exercise firmly implanted those intentions in the back of my mind and they naturally started to guide my actions. As I sit back and review them now, I can honestly say that I am surprised at how many of the goals I have achieved. Although it’s not fair to say “without even trying,” it really doesn’t feel like it’s been a burdensome task and it’s reinforced my belief that resolutions shouldn’t be something we have to hustle to achieve. Take away that rigid layer of expectation and hey, we might even enjoy ourselves along the way. Have I achieved everything on the list? Nope. And it feels just fine.

So here’s to a new year, the joy of a fresh start (and a new notebook!), and to giving ourselves the space to grow and thrive free of all those self-imposed “should dos” and “have tos”. Progress not perfection ☺

Ciao for now,

Amy x

P.S. If you’ve set some intentions and are happy to share them I would LOVE to hear from you! Shoot me an email or drop me a line on Instagram or Twitter.

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Tackling Overwhelm in 3 Easy Steps

Using Trello to organise, prioritise & stay on track

**Before I get stuck in to sharing my little productivity hack, a quick administrative note! I know that many of you have signed up to specifically receive updates on my progress in developing the clothing brand. As I’ll be writing about a variety of different topics on the blog, some posts will be more relevant to each of you than others. With this in mind, I’ve decided to include a project update at the end of some posts. This is where I will share more details on where I’m at and what I’ve been working on.**

Since I made the decision to undertake this new venture, I’ve been making a really concerted effort to be disciplined about my time. As anyone who has ever worked from home will know, life happens and it’s so easy for other distractions and obligations to get in the way of your productivity. These interruptions aren’t always a bad thing though.

It’s been a hectic couple of weeks. In between working my way through the fashion accelerator course, we took a quick trip abroad and have also had family from Australia staying with us. Last week, I had the unexpected pleasure of meeting Stephanie Woollard, the very inspiring founder of the aid organisation Seven Women. Steph was in Bahrain to accept a sustainable business award and gave several talks including the one I was lucky enough to attend as part of Manama Entrepreneurship Week. Within 2 days, I had joined a group of enthusiastic and like-minded volunteers and we were meeting to discuss the formation of the Bahrain chapter of the organisation. I can’t wait to share more about this inspiring encounter soon.

All of this was completely last minute and unplanned, but I’m so glad I could be part of it. It’s given me a huge injection of positive energy and motivation. It also taught me that being too rigid with your schedule might mean missing out on a great opportunity. You want to be able to make space for these positive interruptions whenever and however they may arise. Whether it’s a work-related event or catching up with a good friend from out-of-town, it’s just a case of working smart and finding strategies you can fall back on to help you stay on track.

To Do List

As I finally sat down at my computer, I was left facing a pretty hefty to-do list. Emails to respond to, articles to write, study to do, events to research, deadlines to meet, birthday presents to buy, social engagements, travel arrangements to make…you know the drill.

There are so many ways to tackle this scenario but I thought I’d share a strategy that helped me feel like I was on top of things again. I used Trello as it’s my go-to task manager but a piece of paper and a pen will deliver the same great results.


The first step is to do a brain dump and drop every task into Trello. For those who aren’t familiar, Trello is a free platform that enables you to create boards and lists to manage and organise projects and tasks. It has loads of clever features but my favourite by far is it’s drag-and-drop functionality. As someone who is constantly reshuffling her schedule, this is an invaluable tool. You can learn more about Trello’s unlimited applications here.

Example Weekly Planner BoardAn example of a simple way to use Trello as a weekly planner. It’s also great for meal planning,  event organisation, holiday planning etc. The drag-and-drop functionality is a dream!

I use it the most as a basic weekly planner like the example here and above. I have a list for each day of the week and a “Done” list for completed items (because who doesn’t love the satisfaction of seeing all the things they’ve achieved?!). I can add and remove items in seconds through the desktop or mobile app (it syncs too) and once everything is written down I can stop wasting valuable brain power trying to remember what I need to get done. I just wake up and look at my pre-prepared list each morning. I definitely recommend giving it a go if you’re someone who relies on a mental to-do list, it’s very liberating! The head space you’ll free up will give you more room for creativity and new ideas.

If the tasks have started to pile up, I recommend just getting them all down before allocating them to a particular day. Create a separate list for each theme or project you have to complete tasks for. For me this was Personal, Project X (yet-to-be-named clothing brand!), Seven Women and so on. I also created a “Quick Wins” list containing all tasks that could be completed in 15 minutes or less.


Within each list drag and drop to arrange items in order of priority. This is where Trello really shines but if you take the paper and pen route you can use numbers to prioritise your tasks.


Dedicate 1 hour to ticking off as many quick wins as possible and then move on to the items at the top of the other lists in order of priority. At this point, you can also start allocating tasks to certain days. If there are any quick wins left over, spend the first hour of the next day working on those.

If you desperately need to complete a particular task (like I did this week – my tax return!) you may choose to get that done first and then come back to the quick wins once that’s out of the way. The beauty of tackling the quick wins first is that you get an immediate sense of achievement which gives you the motivation to power through the bigger stuff. You’ll quickly start to feel that you’re getting back on top of things.

HOT TIP: Be realistic about what you can achieve in a day and don’t overload your list! I went through a phase of so badly overestimating how much I could get done in a day that I NEVER got to the end of my list. I never got that sense of satisfaction no matter how many tasks I ploughed through. It was so demotivating.

Jump for Joy

To end the day with a feeling of accomplishment is so important. You’ll feel more comfortable switching off knowing that you completed your set tasks, and will be energised and ready to take on tomorrow’s goals. If you’re unsure what’s realistic, your “Done” list will be a great indicator of how many tasks you can work through in one day.

And that’s it. I hope this might help those of you juggling multiple commitments and growing to-do lists. I’d also love to hear of any other strategies that have worked for you – drop me a line!


Since my last post I’ve been diligently making my way through the 5 module accelerator program gaining a detailed insight into the pre-production process – from spec sheets and fabric sourcing to pattern and sample making – the manufacturing process, how to approach product costing calculations, plan and launch a crowdfunding campaign and much more. I’ve connected with some wonderful people both inside and outside the industry who have generously offered their help and support and I’ve also been researching potential partners to assist with product development, fabric selection and pattern and sample making. My main focus this week has been to get as many questions answered as possible before the mentorship phase of the course ends. I’ve also been digging deeper into the ins and outs of the organic and fair trade certification processes – which is a complicated topic to say the least – and one I will be writing more about soon. Thanks for reading and for your ongoing support, it means the world to me.

Ciao for now,

Amy x

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The Beginning

Hello and welcome!

Some of you may already be familiar with my background but for those who have just joined me, a brief intro.

The past few years of my professional life have been spent working with my husband at the digital marketing agency he founded here in Bahrain. At the end of last year, we made the decision to change course, transitioning the agency to a consultancy so that we could explore new opportunities and areas of interest. We were excited about the prospect of taking a step back, reassessing and applying the valuable lessons we had learnt at the agency to new challenges and projects. Over the past few months we’ve had the opportunity to do just that. For me, this has led to an unexpected path, but one that I’m very excited to embark on and share.

This week, I took the first steps towards creating a small capsule wardrobe of organic, fair trade everyday essentials for women. That’s a bit of a mouthful, I know, and I’ll be expanding on the idea more in future posts! I’ve just enroled in an online accelerator program that provides support for people looking to create sustainable clothing businesses and I’m hoping to take you along for the ride!

As well as being a means of keeping you up-to-date with what I’m up to and what I’m learning, I’m hoping this little journal will also act as a virtual accountability partner and help keep me on track. If you’d like to sign up to receive notifications of new posts by email you can do that over on the right-hand side of the page if you’re on a desktop, or towards the bottom of the page if you’re on a mobile or tablet.


So, where to start? For those that know me, it won’t come as a surprise that my passion for food and healthy living in general has continued to grow over this past year, but it’s also expanded and taken me in a direction even I would never have seen coming. This post is a lot longer than future posts will be so, apologies in advance, and thanks for bearing with me!

Around the middle of last year, my interest began to move beyond food as I started to get curious about the ingredients in my make up, shampoo etc. This led me to Alexx Stuart’s “Go Low Tox” course which was an extremely eye-opening and educational exercise. That’s a whole other story though, and one I’d be very happy to share with anyone who’d like to learn more.

Although I’d heard the terms before, this course became my first proper introduction to the concepts of ethical and sustainable clothing (I’ll be shedding some light around these ambiguous terms in future posts). Part of the course highlighted the social, health and environmental impacts of “fast fashion,” particularly in terms of the chemicals used in clothing production. A seed of curiosity was planted and I started to read more about “healthier” clothing options.

WhoMMC-50Fast forward a few months to Fashion Revolution Week – an annual campaign that falls on the anniversary of the Rana Plaza tragedy which killed 1138 garment workers when their factory collapsed in Dhaka in 2013. As part of the schedule of activities organised by the local chapter of Fashion Revolution, I attended a screening of The True Cost documentary. I won’t go into detail here, other than to say it tells an important story about the largely unseen impact the clothing industry has on both the people involved in producing our clothes, and on the environment. It’s on Netflix, iTunes, Amazon and also available for free online; I’d encourage anyone to watch it.

I didn’t walk out of the screening a raging activist but I did leave feeling very flat, sad, and if I’m honest, disappointed. Why hadn’t I ever really clocked on to the fact that something didn’t quite add up when it came to all those unbelievable bargains? I was angry at the big fast fashion companies for having pushed the industry to this point whilst successfully hiding the ugly truth that sat behind it, but also struggled with the uncomfortable realisation that it was society’s insatiable hunger for a bargain (mine included) that had, in turn, pushed them.

Along with that came an element of guilt, but I quickly realised that there was nothing to be achieved by dwelling on decisions made when I, rightly or wrongly, simply didn’t have the knowledge. You don’t know what you don’t know and when you do know, the best use of your energy is to try to do better.

Without meaning to sound overly dramatic, it’s safe to say that my approach to buying clothes, and shopping in general, was changed forever. That’s not to say that I’ll never again buy anything on the high street or in a mall, but just that it wasn’t possible for what I had learnt not to influence my buying choices.

Soon afterwards, we went to the UK where I was sure I would be able to find some brands producing wardrobe staples with organic or low chemical fabrics and also complying with good social and environmental manufacturing practices. I did buy a couple of things but for the most part struggled to find what I was looking for. I’m no fashionista, but I still like to look and feel good in my clothes.


A few weeks later at yoga (I know, so cliché 😂) I was telling friends how surprised I was that it seemed so hard to find “normal,” everyday clothes that were certified organic AND Fairtrade (it’s relatively easy to find one or the other) and not either a baggy, hemp sack or a high fashion catwalk creation. How had nobody done that yet?

Oh. Nobody’s done that yet.


The conversation quickly moved on to capsule wardrobes – a few key versatile and coordinated pieces that combine to create multiple outfits – and within minutes the two ideas merged and the concept of an organic, Fairtrade capsule was born. The idea got me super excited. So much so that I was up until 4am that night researching competitors, fabrics, factories etc. I couldn’t be the only one looking for this, I thought (I’ve since learnt that research both in Australia and the US shows over 50% of people would make more ethical shopping choices and more sustainable decisions if presented with more options – source), and, if no one else was doing it in this way, maybe this was an idea worth pursuing? I was pumped.

Then my inner critic made himself heard – “Uhh, HELLO, you have NO fashion experience! You don’t even read fashion magazines! There are sooo many clothing companies out there, even sustainable ones these days, and people who are way more knowledgeable and creative than you!” But despite going over and over all the reasons why this didn’t make sense, another noisy voice inside my head kept saying, “Do itttt! It’s an opportunity to learn. Don’t be afraid to try different things. Don’t overthink it for once, just jump in!”

Around the same time I came across the online accelerator program I’ve just signed up to. An attractive proposition for sure. I couldn’t help but notice that, although the excitement around other ideas I’d had waned pretty quickly, my enthusiasm for pursuing this one seemed to be lingering.


While pondering the opportunity, I spent a lot of time thinking about what I would be hoping to get out of this project. More than anything, it’s about being comfortable with being uncomfortable. About proving to myself that I can take a leap towards something, without any real certainty about the outcome, and not have the world fall down around me. About making mistakes and learning the valuable lessons that come with them. About creating something from scratch through to realisation and surprising myself with what I can accomplish by simply taking little steps forward each day. About connecting with like-minded individuals who share my interests. And, finally, about actively supporting and participating in a positive movement for change that aligns with my personal values.


If all I gain from this venture is achieving just a few of the things I rattled off in the paragraph above, how could I possibly not consider that a success?

The more I thought about it, the more I realised that it was the opportunity for personal growth that was attracting me to this project the most, not financial growth. Now, that’s not say that I don’t want it to generate an income, of course that’s part of the plan, but I realised that if that was my sole focus or purpose for taking on this challenge, then it was way too easy for me to find reasons not to do it. I thought, if all I gain from this venture is achieving just a few of the things I rattled off in the paragraph above, how could I possibly not consider that a success?

Those of you who know me well will probably recognise that this runs counter to my usual approach to, well, anything! Even though I’ve been working hard on embracing the motto of “progress not perfection” over the past couple of years, I’m all about the research, the planning and making sure all my ducks are in a row before I start any new task. And whilst that approach has its merits, it also has its limitations when it comes to taking (and missing) opportunities.

I realised that the main thing that held me back from taking a more daring and positive approach is that my brain would always focus in on everything that could go wrong in a particular scenario if I DID do it, but it never got as far as thinking about what opportunities might pass me by if I chose NOT to pursue an idea or take action. The new knowledge and perspectives I would gain, the connections I would make, the sense of accomplishment and purpose….you get the picture. As a side note, Tim Ferriss’ “Fear-setting” exercise was central to this realisation and I highly recommend it for times when you’re facing a tough decision about whether or not to do something.

So, this week, I pushed the button. I’m apprehensive and excited all rolled into one. I know that even with the help of this program it won’t be easy but life so far has taught me that the things that give me the greatest sense of satisfaction often aren’t!

Phew, that took a little longer than expected. Thanks for reading this far if you’re still with me and please feel free to get in touch, I’d love to hear from you. You can find me on Instagram and Twitter or drop me an email.

Just a little side note before I sign off. I know that some of the issues I’ll be writing about can sometimes be contentious but the purpose of this blog is purely to share my experience. It’ll be as much about personal development and starting a new business as it will be about the ins and outs of the clothing industry. Hope you can take something useful from it.

Here goes!

Amy x

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