Giovanna Eastwood’s new sustainable online boutique called Ethical Collection London launched this week at the Electric House with a brilliantly curated range of good for people and good for the planet goods that are fun and stylish. You can choose between a tapestry and leather bag or a floaty dress (Eastwood is wearing one, above) or a lovely cuff made in Kenya and finished in the UK. So far the range comes from places as diverse as Brazil and India but Giovanna soon hopes to sell UK made ethical wares too, and is in discussion with Fine Cell Work to stock the beautiful cushions made by prison inmates.
With four years at the London College of Fashion in product design under her belt, Eastwood helped her Brazilian mother Christina’s charity Ephemeral Brazil at the Slum of the Singing Cock favela in Rio de Janeiro, which was the first slum to be cleared of drug dealers. Eastwood says: “I helped women to make bags out of recycled material and that’s where I got the idea to support these women.” Giovanna has launched the business from her Notting Hill home and is making herself known at the moment through the power of Instagram and Facebook and spends a lot of time working and drinking coffee in Pedlars café. Soon though she is having a pop-up at one of the shops opposite First Floor, so we will let you know when. It is all good, makers are well paid in good conditions many using recycled products and the packaging is all recycled too, so you can shop with a clear conscience and buy a lovely bright recycled leather bag for £75 or an embroidered and leather clutch for £115 All in a good cause … ethicalcollection