Introducing The Frockery - where style meets sustainability
A not-so-new kid has arrived on the fashion recycling block in the form of The Frockery, an online boutique and dress agency based in Scotland which specialises in the sale of pre-owned, vintage and retro clothing and accessories. Customers can browse, buy and recycle their own previously cherished items,though a dedicated website at www.frockery.co.uk. Unlike many auction andsell-it-yourself sites, The Frockery handles all cataloguing and sales for its registered customers, as well as taking responsibility for the dispatch of goods and dealing with any returns.Frockery founder, Alison Preuss says: "As someone who was frequenting fleamarkets and recycling clothes long before it became socially acceptable todo so - never mind a style statement! - I have never been a fan of massproduced 'fast' fashion, not only because it is all so same and soulless, butalso for ethical and environmental reasons."Nor have I been gripped by the desire to own a wardrobe full of designer labels, although I appreciate good design and quality as much as the next person. Being fairly far off the Chanel and Gucci radar myself, I set up The Frockery to cater more for people like me who have eclectic tastes, limited budgets and predominantly green leanings."Alison believes passionately that fashion does not, literally, have to costthe earth and is confident that The Frockery will appeal to a growing numberof ethically aware consumers, who value sustainability as much as style and who understand the need to preserve the planet's resources and tackle over-consumption if we are to avoid environmental meltdown.She says: "Globalisation may have resulted in a flood of cheap goods to themarketplace - and the fashion sector is particularly awash - but consumers are increasingly asking questions about the means of production and the shipping miles involved in delivering what often just amounts to more landfill fodder."Adopting a greener way of living, working and doing business does not mean having to abandon style - but it does mean making ethical choices about whatyou buy, where you buy it and who you buy it from."