My Latest Find had a cuppa with the lovely Alana; Founder of Dress Up Cycle (www.facebook.com/DressUpcycle), to find out a bit more about her brand and grand plans for the business.
What inspired you to set up Dress Up Cycle?
I was so lucky to have an incredible mentor who helped give me the confidence to believe in my idea and to run with it. I’ve helped friends de-clutter and re-style their wardrobes and I had a business model in mind, so one day, I just decided to go for it! It’s the Slow Fashion principle that’s really the inspirational driving force behind the business. The average women wears only 20% of her wardrobe, and the UK sends over 350 000 tonnes of clothing to landfill sites every year. Coupled with the fact that a single clothing chain produces more than one million garments per day, our current Fast Fashion habits are completely unsustainable. After reading Elizabeth Cline’s book ‘Overdressed: The Shockingly High Cost of Cheap Fashion’, I was inspired to develop a styling business that not only helps women look and feel great, but also helps save the world (I obviously have ambitions to be a stylish superhero!!!).
What have you been up to so far?
I’ve been having a lot of fun working with women in the North East who want to rethink their wardrobes and personal style. Because Dress Up Cycle is a philosophy as well as a service, I’ve been working on growing our social media base and researching and promoting sustainable brands and ideas. An essential part of what we do is promote the Slow Fashion philosophy, demonstrating how it can be hugely rewarding, super fun and help us live a more ethically responsible life.
Who is your target audience?
Anyone who buys clothes! The clothing industry is the second largest industry in the world (behind food), so we’re committed to creating dedicated followers of Slow Fashion! We’re going to save the world in style…
What is your favourite brand?
My current favourite brand is People Tree. They’ve worked so hard to create a sustainable clothing line that’s both ethical and super-beautiful! I’ve also fallen in love with Olsen Haus and Beyond Skin vegan shoes – often vegan shoes can be rather dull affairs, but these babies are stunners. I started looking for vegan shoes after I learned that leather isn’t a by-product of the meat industry. In response to the huge demand for leather goods, not only are animals killed purely for their hides, but are subjected to cruel and highly unethical treatment. For anyone who’s interested, check out Stella McCartney for PETA.
Who would you love to re-style?
Oooooh, that’s a tricky one. I’d love to re-style ladies that are hooked on Fast-Fashion. Buying lots of clothes cheaply has a way of making you feel kind of crappy about yourself and I know, I was one of them! I had a wardrobe full of clothes and always felt like I had nothing to wear because I bought items because they were pretty and cheap and I didn’t really think about whether they fit well or if the colour and shape were right for me. Now I have a capsule wardrobe that works for me, my shape and my personality. Looking in my wardrobe is soooo much more fun now!