1 (adjective) If you are a conscious consumer, you’re conscious of a product, aware of its origins from start to finish. E.g. Fashion designer Anne Ryan, and public relations professional Christina Lew became conscious of the environmental impacts of mass produced clothing when launching their Eco-friendly fashion label, Green Eyed Monster.
Similar Words: Simple, Stylish, Sustainable
Green Eyed Monster, a fashion label first and foremost, with a promise to encourage and inform consumers to make a conscious decision in supporting brands that are ethical. Anne and Christina are dedicated to making a positive change into consumer habits by avoiding the use of pesticides, fertilisers and dyes that harm the earth, while still producing gorgeous garments.
The highly anticipated Autumn/Winter 2010 collection is now available, offering a fresh range of comforting, cool and casual pieces. Essential everyday wear, stylish, durable and affordable, Green Eyed Monster has paved the way for their Spring/Summer 2011 line that is sure to appeal to lovers of quality, eco- fashion.
More? Visit Green Eyed Monster: http://www.greeneyedmonster.com.au
Photography & Styling: Jessica Eslick & Natarsha Kershaw
Is their fierce competition among other fashion stores in Melbourne? How do you separate your cause from every other aspiring designer?
We are a little different from mainstream fashion labels – I believe our product has more of an alternative/independent feel as well as being in the ‘eco-fashion’ realm. Fashion like any industry is competitive –we are all competing for the same consumer dollar – however I think a strong brand and the values it represents separate our brand from others and you need to be able to take customers on the journey with you. Again, while we are firstly about fashion, we are also an ethical (sweatshop-free) label that is made in Australia from mainly Australian-made organic cotton and printed with eco-friendly dyes. There aren’t a lot of green fashion designers doing more edgy stuff for the urban consumer – a lot of it tends to be a bit too hippy and not terribly stylish.
How would you describe your own personal style? Is that reflected in the designs?
Our tagline is ‘Simple, Stylish and Sustainable’ which sums us both up. Both being mothers, I think that has made us even more environmentally conscious. I think a lot more about the future I’m leaving behind for my own children.
Green Eyed Monster is renowned for its signature bird print T-shirts and while we’ll continue to produce these, we also want to do more directional stuff. For example with Spring Summer 2010, Anne’s designed some gorgeous things – a kaftan top that knots on both sides, a racer back singlet with fly away sides that drape the body and some cute stripe T-shirt dresses with button up sleeves and patch pockets.
Photography & Styling: Jessica Eslick & Natarsha Kershaw
What advice do you have for people planning on opening a store? Would you encourage them to align their store with a charitable organisation or environmental cause?
My advice is based on my own experience thus far. I think an online store rather than a bricks and mortar shop is a safer way to explore a market rather than taking out a lease, fitting out a shop, hiring staff etc which is what Anne decided to do before I joined the business. Also, because we are both mothers of young children, it’s simply not feasible for us to run a bricks and mortar shop at this particular point in our lives. Retail hours are not family-friendly.
While we have positioned ourselves as an eco-label and support an environmental organisation, I do think that all companies should include social responsibility into their business strategy if they can and incorporate more sustainable, environmentally friendly business practices. They don’t necessarily have to support a cause or organisation as such although I think increasingly, an employer of choice would do this or encourage their employees to do this. I think a lot of young people too are particularly interested in social justice issues and the environment which is a good thing.
Do you encourage people to get to know their local seamstress/tailors? What are the benefits of having clothes tailored to your size?
Yes, yes and yes! Anne has recently given me the name of her tailor. We spend so much money on our clothes and you’re not doing yourself justice if they don’t fit properly. Our body shapes change over time so some clothes might need to be taken in or out and then they can go the distance from a longevity point of view. I also buy vintage and again, having a tailor who can alter clothing for you is such a bonus.
Photography & Styling: Jessica Eslick & Natarsha Kershaw
Where do you source the clothing from?
The range is made here in Australia using predominantly Australian made certified organic cotton, accredited Oeko Tex 100 Eco dyes for colour fastness and printed using water based inks.
Anne spent a lot of time researching to find fabrics, printers and manufacturers who share our commitment to reducing the impact of fashion production on the environment.
Attention to detail: What should you look for?
You need to look for a variety of things with clothing – does it fit you properly, how does the fabric look and feel on your skin (organic cotton is better for people who have skin allergies for example), is your garment free from running, pulls and threads, does it suit your skin tone, does the style complement your particular body shape etc etc.
What advice can you give to people who imitate famous people’s fashion sense and follow trends?
I think it’s more important to have enough confidence in yourself and your own body image to know what suits you and buy according to your own taste whether that’s in fashion or not. This is something that also comes with age and experience where you grow more comfortable in your own skin and are less worried by what other people think about you.
By all means, take inspiration from what you see and what’s on trend but do your own thing with it. While I admire people who dress well and/or have a unique sense of style, I rate someone more highly if they have a healthy self esteem, a good sense of humour, kindness and intelligence to match.
Photography & Styling: Jessica Eslick & Natarsha Kershaw
Green Eyed Monster encourage customers to recycle their old clothing via the Give Now program!
