People aren't buying blindly anymore, they want transparency. They want to know informed about where their clothes were made. I think that's why we have a loyal clientele.

I think information is key and at the end of the day it doesn't matter if it's sustainable or not to a consumer, most of the time, they just want to know that it's beautiful. So we have to serve those people with desirability and conscientiousness at the same time, it's a challenge.

Knowledge creates the demand. The more people know about it, the more people will be interested and demand for things to be produced in a careful, conscious way.

It would be great if everybody got a conscience. If we started to take more responsibility for the pollution in the world caused by the fashion industry, and to produce less, but better-thought-out goods. Then it becomes worth saving up to buy something beautifully-designed because you can and will keep it, rather than buying a bunch of disposable fashion items you'll probably wear once before throwing away and adding to the waste stockpile. I do think people used to buy clothing with a more thoughtful approach.

There are social and environmental impacts. You might be working with a factory that underpays its staff or mistreats its workers, or mishandles the dyes. I think that conscious fashion, fashion for our soul, needs to keep pushing that needle towards being better and more mindful.

We can't start with big thinking, we have to approach it little by little. Sustainability isn't going to become big right away. Each day you give yourself a little bit more responsibility. It's not ideal, but that's the only way things change, we can't just keep ignoring it.

For us, every day is Earth Day. It's like with Women's Day recently, I said, "Every day is women's day - we're women!" It's something that we sort of take for granted.