I never meant for St Charlie to be about sustainability. In the beginning, when starting St Charlie, I wanted to sell vegan/animal-free clothing. I'm passionate about animal welfare and cruelty-free living, but I never really thought about who made my clothes or their environmental impact. Crazy right?!
It didn't take long before I started to uncover just how damaging and unethical the fast fashion industry is, and it was something I could no longer turn a blind eye to. I started to source products that checked all three boxes ; environmentally friendly, fair trade and vegan/cruelty-free, which I quickly found out, was not an easy thing to do. I also discovered a lot of stores and brands claiming to be "ethical", "eco-friendly" and "sustainable", but on what basis? The amount of greenwashing about product sustainability, traceability and ethical work practices out there is unbelievable, completely unethical and to be frank, quite scary.