Pollution, global warming, endangered species… I wanted to make a difference and do something in my own small way to battle environmental issues. As a graphic designer with an eye for fashion, my goal was to shift the corporate world around and show how much there is to gain from being environmentally friendly. I decided to start my very own eco-biz called Endangered Couture .

My concern for the environment began after hearing so many stories about the battle to save sensitive land from unnecessary development near my home in Canada. I learned about the Oak Ridges Moraine (a natural habitat formed during the ice age), and the how housing developments there are destroying the land. This made me think of all the wildlife that depend on that area and the natural resources it provides; thus, inspiring me to promote the awareness of endangered species.

I wanted to use my design skills to transcend my everyday nine-to-five job by spreading this important message . Images are powerful; we see marketing tactics everywhere, but is there not a better usage for eye catching visuals than selling real estate or a can of pop? Each and every one of us has the ability to help the Earth in our own unique way. I have found that using ones own skills and interests is a great way to accomplish this. In doing so, we will not only benefit the present day, but also the future environment our children will exist in.

At first, I didn’t know anything about starting an organic clothing line. I educated myself through books, websites and others in the industry. As my knowledge progressed, I became more aware of how daunting this task would really be. I chose to start of with a simple plan ; a small line of graphic t-shirts, each one raising awareness about a particular endangered animal. These shirts also feature a cute slogan for young adults to gravitate towards. I wanted my t-shirts to take into consideration both environmentally friendly construction and ethical issues such as labor practices.

When I began my research a few years ago, there were hardly any t-shirt wholesalers selling organic cotton and those who did provided no variety of colours, only natural beige. I was left to develop my own custom t-shirts and to source out clothing manufacturers, fabric wholesalers, dyers, label companies, and more! All of this took a great amount of patience, because I did not want to run a sweatshop, or hire one either. I wanted to keep everything in North America. Nowadays, organic fabric has become increasingly popular and is available in a variety colours and fabric blends, such as soy, bamboo and hemp.

The Internet has been a major catalyst for change, popularizing the green lifestyle by providing an endless source of information that has quickly developed over recent years. Therefore, in designing my website I decided not only to showoff my collection, but offer information about the animals featured on my t-shirts; their characteristics, where they live and why they are endangered. I also offer tips on how to live an environmentally friendly lifestyle, and hold a poster contest every Earth Day.

In addition to all of this, I felt the best way to give back to the community would be to donate a portion of my profits to a reputable charity , such as the World Wildlife Fund . In the future I would like to create a foundation, which will give funds to reputable, albeit lesser recognized environmental charities. By helping spread awareness, I believe that a difference can be made and since Endangered Couture is accessible via the World Wide Web, information can be exchanged at a higher rate among more people and across geographical areas, especially among younger generations.

Starting an eco business is just one small footprint in the larger picture of conservation initiatives and the battle against global warming. As an eco business owner, I realize that money isn’t everything and that it is equally important to create a positive change in the world . This idea of mine is an ever-growing vision and not a charity campaign. It takes time to build something great; all you have to do is start small and be patient. There are so many resources available to help you make your dreams a reality, no matter what dream you choose to pursue never forget that you can make a difference, too .

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