Starting an ethical, sustainable, circular or slow fashion brand? Here's what you need to know.

If you’re new to running a slow fashion label or brand and it feels like you’re running blind sometimes, you’re not alone.

So many slow fashion business founders I know launch their brands because they can’t find what they’re looking for themselves, but they go into it with 0% experience. If that’s you, it’s perfectly normal! 0% experience is a great place to start because the only way is up.

Here’s what you need to know.

1️⃣ The fashion industry is tough, the slow fashion industry is tougher. It’s a fast paced industry whether you’re in the business of sustainability or not, and it pays to have a good support team in your corner that you can rely on for strategies, support and guidance. Find a good mentor that knows how ethical, sustainable, circular and slow fashion works, and lean on them. Treat them like your tribal council and ask, ask, ask questions. Contact me if you need one, I know a gal.

2️⃣ The fashion industry is saturated. If you’re going to launch a slow fashion brand and survive your first three years (60% don’t), you have to have a really good slow fashion specific marketing plan. You need tried and tested methods, steps that have worked for other slow fashion brands, and action plans you can follow that are proven increase sales. Contact me if you need one, I have one of those in my handy dandy growth kit too.

3️⃣ Building a slow fashion business is a marathon not a race, and it’s a process you should truly love. Block out the noise, ditch the comparison, forget about your competitors and go at your own pace. You have to love what you do or why else do it?! If you’re looking for your tribe and a group of like-minded slow fashion business founders who get what you’re going through, and who want to share the journey alongside you, my Slow Fashion Circle community is launching soon. It’s the people, processes and plans you’ve been looking for to lift you up and make the whole slow fashion business thang a little bit easier and a lot more enjoyable. Contact me for details.

And remember, I’m here to help!

Claire x

Starting an ethical, sustainable, circular or slow fashion brand? Here's what you need to know The Fashion Advocate

The Fashion Advocate ethical sustainable circular slow fashion business strategy mentor online course marketing how to

I spent my first five years in business stressed and in debt.

If you're feeling overwhelmed, stressed, or if you're not making enough sales to survive, you're not alone. I've been there.

I was exhausted and I wanted to quit.

Then I worked out a strategy that dramatically changed my business, increased my sales, and saved me time. I want to share it with you!


Want to know the top three ways to grow a successful and sustainable fashion brand?


    Every week on Instagram, you can ask me anything about fashion, business, ethical manufacturing, sustainability, and growth to get the answers you need to overcome challenges. Marketing, PR, your strategy, sales, how to wholesale, Instagram engagement, customers, sourcing... Whatever it is, ask me your questions and I'll go LIVE on Instagram with the answers you need to move forward.



    To build a successful, sustainable and profitable fashion business, you have to empower yourself with knowledge and learn from others in the industry. I ran one of the largest online stores for ethical and sustainable fashion for over a decade, and I learned the ins and outs and the rights and wrongs of building a business. Now I'm sharing my strategies on my blog so you can take what you need to grow!



    The only difference between a big fashion business and a small fashion business is a different skillset. Everything your competitors know - you can learn. My online courses and masterclasses are specifically designed for ethical and sustainable fashion brands, labels and businesses, so you can build your skillset, level up, fast-track your success and increase your impact.