If you open up social media these days, you’re bound to be bombarded with influencers and celebs alike flaunting their massive fast fashion hauls. Blowing some serious cash at places like Shein or PrettyLittleThing – overconsumption is rife; Shop ZERO thinks it’s time for a change. ZERO takes a holistic approach to being planet-conscious, as our consumption habits don’t exist in a vacuum – rather, they have some serious consequences. Whether it be fair labour, or environmental impact – we need to be conscious of where our hard earned money is ending up. As more and more people become aware of this, the market is growing for conscious and sustainable shopping.

That said, terms like ‘sustainable’ and ‘ethical shopping’ have also ushered in a ubiquitous amount of greenwashing. Talking the talk, but not walking the walk, many brands position themselves as ‘eco-conscious’ as a strategic business move, instead of a core ethos. ZERO aren’t with all that nonsense. Founded by Eliana Konsker and Brigitte Canty while studying at the University of Southern California, the two women had had enough of the lack of transparency and honesty in fashion’s landscape. So, the pair dreamed up a website that supports brands who are truly putting in the work to be sustainable. Genuine deadstock, upcycling, and regenerative fabrics are all championed by ZERO. ‘Inventive’ isn’t synonymous with ‘new’, and this new online platform is making that known.

As touched on previously, greenwashing is rife in today’s landscape. But, ZERO has systems in place so that you can be rest assured that you’re not being slighted. With vetted companies that pass ZERO’s rigorous environmental and ethical standards test – there’s no slipping through the cracks. If you can buy it on ZERO, you can be confident that no ethical or environmental harm has taken place. Shaping up to be a huge competitor for online marketplaces, ZERO is like if Amazon cared about the environment – and actually treated its workers well.

For more information, and to visit Shop ZERO, head here…