You may have noticed that I have a new project. I haven’t talked about it much until recently, but it’s got to the point where I can’t shut-up about it now. I already had a vague idea when I went to the Innocent Inspires entrepreneurship event at the end of July, but it was Innocent co-founder Richard Reed’s simple advice ‘just start’ that got me going. Just take one step and things will start rolling forward (what d’ya know, it was true!). For me, that one step was to contact a web developer to find out if my idea had legs. It does, and I’ve done a lot over the last few weeks although I don’t feel like I have much to show for it yet.
I want to create an online resource to help consumers navigate everyday shops with more of an ethical conscience. I’ve been involved with ethical fashion for the last few years and have seen it grow exponentially but am astonished when I talk to some people that it still has hippie connotations. Shoppers think ethical fashion is expensive, unattractive and not easily accessible. They just don’t know where to start. People often tell me that I should start an ethical brand, but I think the market is saturated right now. Until more people are going out looking for that thing, we need to go back to basics.
Most of our shopping is done in the same chain stores and supermarkets, so rather than have this them-and-us divide I want to fill the gap in the middle. I think it’s better to get 50 people to make one change rather than one person change their entire life. Not least because over time those 50 people will hopefully go on to make one more change, and another, and another. I want to encourage shoppers back to independent stores with a bricks and mortar street presence, because ethical stuff shouldn’t just be online. I want to tell people that it’s ok to buy things from chain stores if you’re thoughtful about it. I want to give shoppers easy to understand and positive information about retailers rather than focusing on the politics of ethical consumption. And I want to do this across the whole high street, not just for fashion but for home and gifts too. Oh, and I want it to be stylish, not like some of those other ‘green’ websites.
There is plenty I can do with Ethical High Street; I’d like news features, shopping guides and an interactive community. I’ve since met up with another developer who had some really exciting ideas. I have a pen and notebook glued to me right now, but there is a load to do. This is where I need your help. I can’t be in ten places at once so I need all of you lovely people to keep your eye out for great products. If you’re reading this then you’re already part of those ‘in the know’. A fashion chain has launched a charity tee? A stationer has started selling recycled cards? A new ethical indie has opened in your town? Please let me know! I need a team of spotters who can tweet me or email me (pictures!) so we can start sharing tips as a community. I am also looking for contributors to write for Ethical High Street so if this is you then please get in touch.
Still shopping; but better.
PS. Have you seen my competition? It’s not very often I just give things away you know . . .