Ethical fashion initiative, True Icon
As you know, I love telling you about all things vegan. When you read this article, I think you'll see why this company is special! Their motto is centred around being vegan, sustainable, ethical and rising above the superficial messages that are often expressed through fashion. I'll leave you with these lovely words from True Icon "...we don’t believe you can use animal products and call a product ‘ethical’ or ‘sustainable’."
What does True Icon specialise in?
We’re an ethical fashion initiative.
We sell clothing that combines style and substance.
From the sourcing of raw materials to making fabrics, to shipping our products; we want to ensure that everything is done ethically and sustainably. Veganism is inherent to this process – we don’t believe you can use animal products and call a product ‘ethical’ or ‘sustainable’.
In addition to this, we have an online magazine, where we blog about things like plant-based fitness, fellow ethical fashion initiatives and our favourite vegan cake recipes!
Where is True Icon based?
We are based in the beautiful city of Brighton, UK.
Do you exclusively serve those who are local to you or can others who are further away buy your products too? If so, how?
First and foremost, we sell our products online. Through this online store, we aim to sell all over the world. Currently we are geared up for selling in the UK, Europe, the US and Canada. We’re always looking to expand this. If you happened to be based in Brighton, you may see us at the occasional street market or fair, so come and say hello!
What inspired you to create a business that solely focuses on ethical fashion and veganism?
The fashion industry is antithetical to a sustainable world, with fast fashion meaning the abuse of natural resources and workers to create minimally priced garments. I wanted to do it differently.
This means ethical sourcing, plant-based fabrics and dyes, fair trade, and sharing the profits with charitable organisations.
Where does the name ‘True Icon’ come from?
True Icon is a play on the idea of the ‘fashion icon’. To me, the idea of a fashion icon is somewhat shallow. ‘Iconic’ positive qualities have to resonate through someone. Above all, a sense of conviction about what’s right and good is vital.
How easy is it for you to source cruelty free and ethical fabrics for your products?
So far, so good, but it’s early days for True Icon at the moment. We have launched our first range of tshirts, and worked with suppliers that we trust along the way.
Do these fabrics and dyes affect the outcome in comparison with other alternatives?
Only in positive ways! Organic cotton is noticeably softer and smoother, and the water-based inks integrate with the fabrics better. You know sometimes when you buy a tshirt and the design feels like it’s plasticky and sitting atop the tshirt itself? Water-based inks work their way into the fabric much more efficiently, and thus you don’t get that effect.
What’s True Icon magazine about?
True Icon isn’t just about nice clothes; it’s about a message. At its core, True Icon magazine is about progress, from self-progress (hence discussions and posts about plant-based health and fitness) to larger, selfless issues such as political change and ethical business. Whatever you’re interested in, whether its culture, food, fitness, fashion, technology etc. we think you’ll find something interesting in our updates.
Is True Icon owned by, or in partnership with, another company that tests on animals or sell non-vegan products?
Nope. In fact, we partner with vegan charities so our products so our products do an extra level of good!
Tell me a bit about yourself before you launched True Icon?
I’ve been working in non-profit communications and marketing for the last few years, and also work as a freelancer. I’m currently studying an MSc in International Marketing, and thus am juggling quite a few things at once! True Icon was launched out of a long-term desire to start my own ethical entrepreneurial venture.
What is your vision for the future True Icon?
We will continue to sell our own brand products, but in addition, we’d like to curate a collection of other brands and sell them from True Icon. We also have plans to set up a ‘Reworked’ range – upcycled, recycled, and vintage clothing that inherently does no damage to the environment. Further down the line, perhaps we’ll even open a physical store… watch this space!
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Would you like to order some clothes from True Icon and save 25%?
If so, Rob has been kind enough to create a code that will do just that!
Visit True Icon before 30th June 2015, and enter the code 'PLANTSHIFT' at the checkout, in order to save 25%.