Sustainable Fashion: Ethical Collection London

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our philosophy


Ethical Collection London is an eco-luxury boutique that curates a collection of some of the finest and unique sustainable products from designers and artisans around the globe.

Ethical means many things to many people. Their approach is simple – to strive for exceptional quality, diversity and vibrancy throughout the collections executed in a way that treats people and the planet fairly. Thus, empowering all to choose beautiful, sustainable items with a story.

Ethical Collection is a force for positive change. They wish to bring mindfulness to your everyday shopping choices, not just enriching your lives but the lives of those who make their  products.

Giovanna Eastwood founded Ethical Collection in 2015, encouraged by the work of her mother’s charity in Brazil. The charity taught young women to craft and sell bags made of recycled material and Giovanna witnessed the impact that the work had on these women and their communities. The pride they took in their art and the environmental benefits of recycled material gave her inspiration and incentive to dedicate her skills to ethical fashion.

Enthusiastic about her friend Giovanna’s style and purpose, Annina Youngblood joined Ethical Collection in late 2016. Always inspired by the value of people, their stories and skills, Annina took a leap of faith and left her career in finance to invest in her creative side. What started out as two friends sharing ideas about sustainable fashion led to a flourishing, fruitful collaboration.

Together, they give us the choice of style with a story.