HEART ON YOUR SLEEVE 61A Bellevue, 416-999-2197, heartonyoursleeve.ca
Just over one year into the life of her eco clothing and accessory boutique, Heart on Your Sleeve's Natalie Stephenson has learned a few important lessons about selling green fashion. First, customers are increasingly concerned about greenwashing when a barely eco product is marketed as the answer to all of our environmental prayers. She backs up her stock's level of earth-friendliness with a hang tag system that IDs items as made in Canada, cruelty-free, sweatshop-free, recycled and/or organic.
Also, shoppers still worry about fit and fabric quality, a green fashion shortcoming she says is improving rapidly as designers tailor their wares from high-tech organic cloth like Lyocell, a versatile fibre spun from wood pulp.
The boutique is a bright, breezy space to discover what truly enviro-ethical style looks like, but Stephenson isn't resting on her Kensington Market cred. Her next push is encouraging designers to expand their size selection so everyone can wear green.
Photo By Michael Watier
Heart on Your Sleeve picks: Upcycle into Embody's Tie Me Up halter top pieced together from vintage ties, $162; clean up with Carmen Christie natural soap bars, $6.50 to $17; mourn the extinction of eco fashionista favourite Passenger Pigeon by scoring one of their last bicycle-print dresses, $192.
Look for: Heart on Your Sleeve's online store launching any minute now, featuring new fall picks like Two of Hearts trousers, Orgadry underwear and fresh pieces by Grace & Cello, Elladora and Chopper Couture.
Hours: Tuesday to Friday noon to 7 pm, Saturday 11 am to 7 pm, Sunday noon to 5 pm.