Inspired by the belief that no one should have to sacrifice style for ethics, Natasha Tucker co-founded the curated ethical ecommerce site Rêve en Vert with her friend Cora Hilts in 2013.
Natasha Tucker co-founded the ethical fashion ecommerce site with her friend, Cora Hilts, in 2013, based on a belief that clothes can and should be both sustainable and fashionable. The site now stocks a carefully curated selection of ethical brands including Christopher Raeburn, Johnstons of Elgin and Ryan Roche. Natasha spoke to Drapers about her ethical passions and love of Arsenal football club.
How would you describe Rêve en Vert?
Rêve en Vert is predicated on the simple motto that no one should have to sacrifice style for ethics. It’s about supporting designers who operate their businesses with respect for people and the planet. Our mission is to deliver long-lasting fashion you can feel good about buying and owning.
Why are you so passionate about sustainable fashion?
Getting dressed is the one thing we all do every day, and consuming in better, more educated and more conscious ways is one thing we can all do to have a collectively massive effect on how we address issues such as climate change. As the second most polluting industry in the world, fashion has a lot to answer for and needs to make some serious changes. That being said, fashion is fun and beautiful, and sustainable fashion can be – and should be – both of those things. It feels great to know I wear clothes that I can feel good about on every level.
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What do you look for in the brands that you sell?
Ethics are paramount to bringing on any brand we stock. We have defined what sustainability means to us and all of our brands meet one or more of the following criteria: organic, re-made, local, fair. They also have to meet aesthetic criteria.
What was the last new brand you discovered?
I discovered Ecoalf a while ago, but I love its story. It makes understated and cool accessories and clothing out of material it creates from plastic bottles found in oceans.
Do you think people are becoming more aware of sustainable fashion?
It’s becoming impossible not to be more educated about aspects of sustainability across all industries. We have some amazing advocates, such as Emma Watson and Stella McCartney. People are starting to think about it and to hear about it not only from celebrities, but from big brands that are starting to address it as well.
What do you love most about your job?
I love getting up every day knowing that I get to sell a concept as well as products that are good in their mission. I love being part of a positive solution to a problem we are all facing. I find that incredibly meaningful.
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Who do you think is the most stylish person in the industry?
Eva Kruse, president and CEO of the Copenhagen Fashion Summit, has an amazing sense of style. She is totally effortless but incredibly chic at the same time. She has been an amazing advocate in the sustainable fashion space so I greatly admire her work.
If you could change one thing about the fashion industry, what would it be?
There are a number of aspects that I would like to see changed, but if I had to pick one, I would change the amount of waste that the industry creates. It seems crazy to continue producing so much when we are putting clothing into landfill at record levels. I love designers who work with byproducts or off-cuts that would otherwise go to waste, or designers such as Christopher Raeburn that re-appropriate materials to give them a whole new, second life.
What would we find you doing at the weekend?
Watching an Arsenal game at a pub or going to art galleries. Now that it’s winter, Sunday roasts with friends have become a tradition.
Tell us something about you not many people know
I love going out for meals on my own.
Favourite clothing brand
Favourite places to shop
Last fashion purchase
A grey bodysuit by Woron
Biggest fashion splurge
Céline three-pouch bag
Cinque Terre, Italy
Last book you read
The Girls by Emma Cline
Last film you watched
Before The Flood
Waitress for the catering company At Your Service