— Among the designers you currently have, which brands are the most popular?
Overall, we have about 50 designers on the website, but this goes up and down. Out of those designers, the most popular products are from our “FC Select Vegan Bags and Shoes”, FAIR+true, and Skunkfunk brands. The “FC Select” products are vegan items that we carefully select with great price points and styles. FAIR+true has unique designs and prints that make it very on-trend despite being fair trade. Skunkunk has great production, bold wearable designs and a great use of eco fabrics.

— Are there some rules that you use to decide which brands you’re going to sell?
We only stock labels that are either fair trade, sustainable, organic, up or recycled or vegan; we also sell products that promote a charity or disadvantaged communities.

— You established your shop in 2007; now that you are in your 7th year, do you see any changes in fashion consumerism in UK?
Yes, but that’s primarily due to the recession than to any enlightenment about being less wasteful, fashion-wise! People do appear to buy less than they did four years ago and they tend to wait until they can afford something rather than putting things on credit cards, so they are buying more carefully now. Although the lower end retailers are flourishing, as they are so cheap, there are many customers that want great quality for reasonable prices and they really care about where and how things are made.

Their shop in East Dulwitch, London

— Who are your customers?
Mostly women in the 18-45 age range, so that includes everyone from students to mothers; they’re usually middle class, educated women who care about ethical issues. They find us in all sorts of ways. It used to be by ethical blogs or the press, but less of that exists; so, mainstream blogs, sites, the press and our marketing efforts. We don’t really promote the physical shop much, so often people find us by chance!

— How do you convey the idea of “eco-fashion” through your shop?
We have signs up around the shop as to which products are vegan, which are fair trade, and which have fair trade symbols. Many brands have tags letting you know what the products eco story is, and the shop assistants are there to let you know about the products’ eco credentials.

— What do you think is needed to make eco-fashion more popular?
The same rules that apply to making anything popular also apply to eco-fashion: great style, good price points, a sense of value for the money. It’s also important that customers clearly understand the ethics behind the product. In the past, celebrities have been attached to brands, which does help; but, all people want is something that fits into their wardrobe and excites them.

— What are some tips you can share about running a shop that is both fashionable and eco-friendly?
Patience, hard-work, the flexibility to change your offerings so they give your customers what they want. So, it’s important to listen to their feedback on the products they like and the price points they can afford; it’s also good to frequently change your offerings and displays to keep things fresh and interesting.

— As a retailer, what would you advise to a brand in order to make its sales be successful?
Sorry to bang on about it, but price point is key. People still think that ethical equals more expensive, but if it doesn’t there is no excuse not to buy eco! It’s also important that the collection be modern and unique, but familiar, so that the pieces can easily sit alongside what the customer already has; but, the brand’s products have to have a modern feel and be unique enough not to be something that can be bought easily on the high street.

Fashion Conscience
Address: 28 Grove Vale, East Dulwich, London SE22 8EF（*Google Map）
Online Website&Boutique: http://www.fashion-conscience.com/
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