SENSE of SHELF
Earrings Modeled By: Sydney
Ethical fashion is a burgeoning industry that’s still finding its footing, which means many companies can claim “sustainability” by manipulating its meaning. But college pals Madeline Ritaccio and Amy Kallman believe that sustainability is “not a buzzword.” The pair also thinks that a zero-waste lifestyle can’t be achieved overnight, but that steady, meaningful lifestyle choices can end up making a powerful movement. So to make mindful living more fashionable while uplifting actual ethical brands, the pair created SENSE of SHELF.
The e-commerce brand, whose online presence just recently went live, showcases small brands that are “doing it right,” while serving as a tool to teach consumers about fashion’s impact on the planet. Transparency is a cornerstone of ethical branding and they want shoppers to know as much about the clothes they’re buying as possible. They also recognize that representation matters and that sustainable fashion needs more of it — so they also mandate diversity in their content, while encouraging advice on how they can do better.
The pair does their due diligence research-wise and detail their labels’ ethical practices along with the products. Some listed on the site include Boyish, a denim brand, with more eco-friendly, less water-wasting production practices than their competitors, and Machete, a colorful, cool accessories brand made from natural materials.
With plans to expand their online offerings, Kallman and Ritaccio’s site is the answer to endless online search struggles looking for fashionable, eco-friendly items. And they aren’t just resting on their mindful laurels — from adorable structured tops, to striking handbags, their pieces are truly fashionable.
More about SENSE of SHELF and its founders can be found on their website.