Ceri Heathcote

Ceri Heathcote has a degree in Environmental Science from the University of Nottingham. In the 14 years since she graduated she has lived near Bath, had 2 children and worked in a variety of sales, marketing and management roles before setting up her own business as an online marketing consultant for fashion brands. Since founding her business and fashion blog, Ceri has felt a growing sense of responsibility to promote responsible and sustainable style. After spending time as a volunteer on conservation projects, she realises how fragile the planet is and is committed to supporting small businesses, bloggers and consumers in making the most sustainable choices. She is also a writer for the Ethical Fashion Forum, a blogger at Oxfam Fashion and the founder of Ethical Fashion Bloggers.

?!X: What’s the Future You Choose?

CH: The future that I choose is one where we do not rely on consuming for happiness. Where we enjoy life without the need to always keep up with the latest fashion whether it be clothing, gadgets or furniture for our homes. I choose a future where we value every possession and think carefully before buying, considering the impact on the environment and whether everyone involved in the supply chain has been treated with the respect that they deserve.

?!X: What’s a ‘think’ to create this future?


Coco Chanel “ Fashion is made to become unfashionable”
Christian Dior “ Fashion fades only style remains the same”

By its very nature, fashion is designed to become obsolete or unfashionable after a period of time. In a world where resources are becoming scarce and the desire for low cost clothing often leads to unethical production, it seems like madness to constantly buy something that will ‘fade’ or become unfashionable in such a short amount of time. Isn’t it better to look stylish and invest in high quality clothes that have been made at a lower cost to both people and the environment and will look better and last much longer?

?!X: What’s an ‘act’ to create the future you choose

CH: Develop your own style. Don’t allow anyone to dictate to you what you should and shouldn’t wear (or what you should buy), follow your own values. Seek out new creative and sustainable ways to look good. Support ethical fashion brands where possible but also only buy what you need and look for alternatives to buying new clothes including restyling and upcycling clothes that you already have, swapping, hiring, buying vintage and charity shop clothes. Inspire others to be more sustainable with their choices.  Recycle by donating the clothing that you no longer want to charity.

?!X: What’s a ‘vote’ to create the future you choose?

CH: Vote with your consumer power. Don’t buy from retailers that do not commit to being ethical and environmental or don’t provide clear information about their supply chain and environmental policies. Avoid reading publications that urge you to new clothes that you don’t need. Instead support those that are pioneering a new way of working and conventional retailers that are making the effort to change. Write to or contact your favourite fashion brand or retailer and ask what they are doing to ensure sustainability and an ethical supply chain.

?!X: Future Soundtrack – What song would you take with you into the future? 

CH: Naked in the Rain – Blue Pearl

?!X: Can you share with us up to 5 weblinks that you find interesting and inspiring?

CH:  IBM Smarter Planet

Follow Ceri on Twitter on @StyleEyes

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