Sustainability, what does it mean to you? It’s a word that’s been bounced around quite a bit these days. Why? Well because sustainability is where our world has to move towards. With the fashion industry as one of the top world polluters it’s our job to educate ourselves. It’s our job to think about our buying habits, our overall consumption and our waste. 85% of textiles end up in the dump!!! OMG this is insane. Sustainability means being more conscious of our overall buying habits.
A good place to start is with fashion. Buy less, buy better. Buy from small retailers and independent brands. They take value in all aspects of their supply chain, from fabric, to production to the final product. One of these retailers is SUST Style, an online shop based in the UK, specialising in sustainable fashion and accessories for women. Loma Tai, a former Lawyer now part time Psychotherapist and SUST founder, believes aesthetic and sustainablity go hand and hand. She proves this through her well thought out curated online boutique where she features new emerging fashion designers who have the same belief system as her.
I had the honour of having a little chit chat with Loma about her background, her brand and what sustainability means to her. Please read on to learn more about Loma.
Check out my latest style sessions here where I style up pieces from Loma’s collection.
Tell me about yourself. What is your background?
My first career was in law, although I enjoyed the intellectual challenge I really wasn’t cut out for it as a career, so I went back to college and retrained in Counselling Psychology. I still continue a part time practice as a psychotherapist.
What inspired you to start SUST Style?
My passion has always been in the aesthetics and the creative process. I have always enjoyed sourcing exquisite pieces to wear or adorn my home. The story behind the object means as much as its aesthetic. I started to record all of the brands I bought from or admired about 3 years ago and realized that what I missed in the UK was a shop that carried these unique brands, all of whom additionally work sustainably. I was bored and disillusioned with both high end luxury brands and high street in the same measure and by starting SUST I hoped to inspire women to try something different and unique. Many of the pieces are made in limited quantities so if you are a SUST customer, it’s almost certain very few people will be wearing the same outfit or accessory as you in the world let alone your neighbourhood.
What is SUST’s philosophy? Dress to reflect your unique self and your values.
Tell us about the current collection. What inspired your buying choices for this season? This season, I tried to balance working with new designers and mixing vintage, with couture. My target SUST customer is a woman who embraces her multifaceted self who is confident to wear clothes that express her complexity. Sometimes she feels like wearing a more structured and opulent piece like the NOMIA trench-coat and other times she wants to be relaxed and opt for a more vintage retro experience, such as Carleen.
How do you choose brands to work with?
First and foremost, aesthetics, I have to love the pieces, and then the backstory is important, are they championing a sustainable manufacturing practice or ethical working conditions or are they supporting social justice issues. I definitely avoid anyone who isn’t doing something positive for the planet and its people.
I know sustainability is important to you, what does sustainability mean to you?
It means having a philosophy and a life style which puts the planet and humanity first. Purpose before profits, it can embrace, environment, social justice and ethical practices in manufacturing, employment and profit.
For someone who is wanting to become a more conscious buyer, what advice would you give them?
I would say to pause before you make your next purchase and consider why you are buying this item and whether it reflects your value system when you consider where and how it is made.
How would you describe your personal style? Does this influence your buying choices for the shop?
My style is eclectic, I wear what makes me feel good. Yes, I am driven by this principle when buying for the shop.
Who are your favourite designers? Why?
ALL of the designers I feature on SUST because of their uncompromising quality and style. Dries Van Noten has also been an all time favourite simply because of his inimitable style, and cuts.
If you could collaborate with anyone, who would this be? Why?
A lifestyle homewares/furniture brand like Caravane or an art gallery, because I would love to have a concept shop.
For someone that is wanting to start their own business, what advice do you have for them?
Think big and be ambitious for yourself. Write out your concept as clearly as you can, imagine what you want your ultimate customer to think and feel when tey interact with your business. Take action and don’t procastinate but be conscious of budgets and finances. Ask for help when you need it.
Any news? Or something you would like to share with us?
I hope to be collaborating with a athleisure brand Girlfriend Collective soon
