We, Sophie and Julia, have started ASHIFT because as much as we are passionate about fashion we also care a lot about our planet. To us, the two are not mutually exclusive. But what means sustainability in fashion to us? How do we define it for ASHIFT?

Julia has been interested in sustainable fashion for nearly five years now. She decided to become more sustainable when she saw the negative impact fashion has on people and the planet.

“For me, sustainable thinking is a crucial aspect that we have to adapt to our lives. Without living and acting in a more conscious way we will not only harm ourselves, the people we love and the precious nature around us, but also future generations and our future children”.

– Julia on sustainability

Throughout her bachelor studies in International Fashion Management and an internship, she has gathered a better insight into how the fashion industry works and found her interest for inspiring sustainable brands growing. 

Sophie, who has been blogging about fashion trends and brands for over 6 years has realized that she had gotten stuck in an unhealthy pattern. One of purchasing things she did not need or wear.

“Even though I liked to call them timeless classics – they weren’t. It was just my reasoning to keep purchasing. After that realization, I started being much more conscious about what I would buy and how I would make my purchasing decision.”

– Sophie on sustainability

Over the years she worked with numerous brands from small to big, from sustainable to not so sustainable. With ASHIFT she made the decision to put her focus and heart into those brands that do good for our world.



People are a crucial component to any business. We support brands that actively seek inclusivity and diversity throughout their business. The brands have fair working conditions including fair and equal wages to all workers and employees. Giving employees the opportunity to educate themselves further and giving them the possibility to unionize and exchange are all crucial elements of sustainability to us.


Brands that we support are committed to source in the most responsible way meaning taking only as much as you need and using ethical materials in all product lines. All while having a low impact on the environment by reducing carbon emissions, using as little water as possible for production and finding ways to create less and less waste.


Giving materials a second life. That means a brand is recycling or upcycling garments and materials for all parts of production. All while ensuring the longevity of the final product. Additionally, they might recycle and upcycle in more aspects of the business. For example, office supplies, office furniture, shipping materials and such.


Ensuring local production, local sourcing of raw materials and supporting and engaging with local communities. We support brands that want to make use of the richness of what is around them and giving back to local communities and nature. They respect traditions and heritage.


Every single animal is crucial for our ecosystem and therefore, needs to be protected. We will not support brands that cause harm to such ecosystem. We encourage brands to use alternative materials or processes that ensure animal welfare at all cost.

We both firmly believe that sustainability does not mean to renounce something or not to treat ourselves, but rather to revalue what it is we need and what makes us happy. This is why we want to show you all the great options sustainability has to offer when it comes to fashion. It is more versatile than only buying from sustainable brands or avoiding fast fashion shops. It is more about your relationship with clothes and the ones you own, to learn how to treat them, to take care of them and even to repair them. And besides this, clothes don’t always have to be bought new, they can also be vintage or second-hand, swapped with friends and family or be self-made. These will also be the options we want to talk about and inspire you with on ASHIFT.