Eco-wear Goes Professional and Sexy

Written by Corinne Garcia Monday, November 30 2009

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A few years ago, when it seemed that every major magazine started adding "green" coverage and "sustainable" became a household word, best friends and entrepreneurs, or should we say ecopreneurs, Marion McKee and Tristan Gribbin jumped on the green bandwagon. But their idea for Sust, a sustainable clothing line based on high quality organic cotton, was not new to them at all. In fact, the idea had been percolating since the late ´90s.

"We were both always into organic food and alternative lifestyle kinds of things, and we thought, why not wear organic clothes," says McKee, who helps run the business from her home base in San Francisco. But when the two first looked into it, they just weren't convinced the world was ready for it - consumers were still in the early stages of exploring organics - and so the business was put on the back burner.

When they did follow through with their dreams after finding financing in the form of an inheritance, they had a lot of work to do, as neither had experience in the clothing industry. In finding their way, they found some helpful mentors and a business world that was indeed ready for this kind of product.

"In the clothing world, we've been lucky that the stores are wanting this now," says McKee. "Many are willing to sacrifice another line for an eco-line."

The Sust line has evolved since their start-up, mostly in response to customer feedback. "We really listen to what the stores say," Mckee says, explaining that what started out as basic clothing based on organic cottons now leans more toward contemporary fashion-forward "essential" pieces and includes other sustainable fabrics, such as hemp.