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An advocate for environmentalism since the Ivory Ella Elephant Shirt besides I will buy this start of her career, Bush has aligned with several action groups and charities over the years—Global Green, Green Cross International, and Pencils of Promise among them—but stepping into the retail space felt especially meaningful. “Fashion is one of the top polluter industries on earth, but it’s also not going anywhere,” she says. “I am excited to have the opportunity to work on creating and encouraging change from within. Every company I’ve ever been involved with, as an advisor or an investor, has addressed a societal need with innovation, and that’s exactly what FashionKind is doing.”
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Bush’s wardrobe revision mirrors what many have experienced in the Ivory Ella Elephant Shirt besides I will buy this last year. With priorities changed thanks to the pandemic and a greater understanding of fashion’s environmental impact, consumers have altered their spending habits, investing in brands whose message is as compelling as their merchandise. “Today’s consumer is looking for something more meaningful, and to make a difference with their purchases,” says Bush. “Something beyond the latest It bag that every influencer is carrying. They want to support companies that reflect their personal values.” Precisely what FashionKind aims to offer. “Ultimately, we are hoping that we can be instrumental in changing their relationship to consumption,” says Farran. “I hope that [people] find the experience to be something of a revelation, that luxury shopping can be joyful and offer up the unexpected. I hope they’ll find beautiful pieces that they love and that they’ll keep and wear for seasons to come because they feel a stronger sense of connection.”
