Kitty Ferreira Ethical Fashion from London
V alerie Goode talks to WhereIts@London about the clothing range she founded and runs called Kitty Ferreira, this is what we learned and now share. More talent to promote is what we seek…

Tell us in your own words about your business:

My business is a made in UK ethical and sustainable womenswear brand, that challenges 'hippy' connotations by producing elegant and wearable pieces using ethically made fabrics and production processes.

What do you do?

I'm the Founder and Creative Director so I design and delegate and manage all other functions within the business

When did you start?

I launched during London Fashion Week 2 1/2 years ago

Why did you start?

I was working out in China as a Senior Womenswear Designer where I witnessed horrendous pollution created by large scale manufacturing. I returned to the UK vowing to not contribute to that as best as I can.

What has your journey been like?

Eye opening and extremely educational. Ethical fashion touches upon not only fair wages and sweat shops but the way in which we trade with other countries from farming through to finished garment, the unethical practices of the corporate world from wholesale negotiations through to a lack of diversity within our buying offices and of course how we treat animals for the making of our clothes from silk worms to cattle.

What challenges have you encountered?

Unlearning things we have been taught and led to believe about our world and the habitants within. Namely the effects of colonialism through to the capitalist system we have today which allows for a disparity of health, wealth and well being across the globe, most notably within fashion production and media representation.

Where do you hope to be?

Rivalling non-ethically made brands and stores on the high street

Do you have anything to add?

Solving these issues is not as difficult as 'they'd' have you believe; every time you spend money, you cast a vote for the kind of world you want. We have more power than we realise.


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