An expert's insight is always welcome here at LWBB. As a digital platform, our mission is to highlight and tell the story of the founders behind British brands, but we also want to speak with experts who can lead us in the right direction when it comes to sourcing and curating independent brands.
Please welcome a woman, who I admire and respect when it comes to sustainable fashion and emerging brands here in the UK. I had the opportunity to interview her on last week's live, and here she is answering questions for The List.
FOUNDER OF ETHICAL BRAND DIRECTORY AND SUSTAINABLE STYLE EXPERT, ROBERTA LEE
What was your why? My fundamental ‘why’ has always been to make people feel good about themselves. In 2015 I set up Roberta Style Lee to empower women. Then my ‘why‘ started to grow into something much bigger, the more self-aware I became and the more I learnt about the fashion industry. I believe that it is possible to live life fully, conduct business ethically and sustainably and minimise our impact on the planet without giving up on life’s luxuries. And I made it my mission to create something bigger than myself, more important than my own wants and needs, that something that can give back to future generations and take responsibility for our planet right ‘now' instead of leaving it to others to deal with. I knew I wanted to create a movement, a community, a global network that could facilitate change, empower and excite people.
What made you want to set up your business? Ethical Brand Directory was created as an extension of the Roberta Style Lee brand back in 2017. It was after the frustration I experienced trying to find ethically produced clothing that didn’t compromise on aesthetics. I found that my styling clients wouldn’t switch to ethical brands unless it was easy – and I also realised most of the population is like that too. Commercially viable style options were limited and very hard to find.
I also noticed the high number of ethical fashion brands that would go out of business after 1-2 years. Saddened by this, I was determined to find a way to help them. What differentiates you from other brands? Style, confidence and empowerment remain core to the business, but always in a socially and environmentally conscious way. It’s hard to encapsulate all 4 of the businesses streams into one sentence as they each do very different things… But together they form the UK’s first all-in-one platform for business owners and consumers who want to make positive impact through their every day actions. What are the three most important things your customers should know about your brand?
1. Roberta Style Lee and the Ethical Brand Network is about inspiring true confidence and empowering you to be the best version of you or your business from the inside out – and doing it in a socially and environmentally responsible way.
2. We are an positive impact brand that started as a non-profit and have always been committed to delivering on action that serve the 4 SDGs core to our business beliefs: Gender Equality (SDG 5) Responsible Consumption and Production (SDG 12) Climate Action (SDG 13) and Partnerships for the Goals (SDG 17)
3. We want to help facilitate the transition of conscious consumerism from a niche to a norm, and use our network help the ethical brand community to thrive!
We do this through Sustainable Styling Services, the Ethical Brand Directory, our Ethical Brand Academy and our Ethical Brand Boutique. Our eco-system is designed to help consumers and business owners that want to do good, whilst they learn and grow - without the guilt.