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.

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.

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.

I wanted to start something in New York that focused on making products locally, and because I'd just had my second child didn't want to be traveling halfway across the world anymore. The idea was to have something wearable that fit with my reality, which was being a mom with two young kids and not always wanting to wear jeans. I still wanted to wear interesting clothes, and the options out there I found were either very expensive or very cheap. There was a big gap in the middle.

I always use a really simple analogy: if you're putting organic food on your table because you care about eating well, shouldn't you be trying to do the same with what you're putting on your body? Our skin is our biggest organ. Everyday you are absorbing things through it. The way that a cream without the right ingredients can affect you, everything you put on your skin matters.

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.

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.