Legacy Content Notice
This article was originally published during an earlier stage of my business and reflects where my thinking, work and the fashion industry were at the time.
Over the last decade, my work has evolved from sustainable fashion activism and industry education into a broader focus on style, identity and sustainable luxury.
While some links, brands or references may no longer be current, I’ve chosen to keep this piece live because it remains part of the journey and may still offer useful context, ideas or inspiration.
For my latest thinking, explore my recent articles, services and resources.
Long before conversations around sustainable wardrobes became mainstream, Roberta began exploring the relationship between fashion, identity, overconsumption and personal values — work that would later evolve into a broader philosophy centred around style, confidence, communication and long-term thinking.
This page remains part of the story behind Ethical Brand Directory and the #WearYourValues movement.
Have you heard about the 30 day #MeetTheChangemakerChallenge created by #EthicalHour? Across January 2019 we are all encouraged to share our changemaker stories and this is the perfect opportunity to highlight the relationship between Roberta Style Lee and Ethical Brand Directory
So here goes…
I’m a changemaker because:
I always wanted to create something that inspired others to believe in themselves and do more good in the world. Before 2015 I was still exploring what that was and how I would make my impact. But sure enough, through fashion, I found my purpose.
After becoming aware of the damaging impact the fashion industry has on the environment, workers and animals, I knew as a stylist and a person of influence I had a responsibility to encourage a different shopping mentality. The women I work with are smart, culturally aware and want to do better – they are inspired to buy less, invest in better and do more with their existing wardrobe. But it’s not easy – and that’s what I set out to change.
My inspiration
I was inspired by Livia Firth to do a fast-fashion detox and buy nothing new for 1-year (back in 2016).
After the liberating fast-fashion detox experience I began to champion being an #outfitrepeater and building a sustainable wardrobe to help save the environment. I started to use the phrase “Wear Your Values” and came up with my signature talk back in 2016 “Knowing Your Personal Style Can Save The Planet”
That’s when I realised that my styling work at Roberta Style Lee and the directory over on ethicalbranddirectory.com were my vehicles to drive positive change and inspire others to join the #fashionrevolution and be part of the solution, not the problem.
Inspiring others
Since then I have spoken at ethical fashion events, on panel discussions, at London MET university, I’ve also been interviewed on podcasts and filmed for a documentary. I’ve worked backstage on the runway for Fashion For Conservation for the Sir David Attenborough event and have many of the sustainable fashion industry insiders and influencers as contacts in my address book.
The next step is to get myself actually on the BBC and talking about the importance of a sustainable wardrobe!
Identifying a problem
As a stylist and conscious consumer I was frustrated by all the ‘googling’ I had to do to find clothing that was stylish but responsibly made. I wanted a simple solution I could access on my mobile, so I could confidently point my clients to genuine alternatives to the high street. But all I could find were websites for members only and that required payment to browse – or websites for ethical fashion in Australia.
Creating a solution
Established in 2017 by Roberta Style Lee
I knew if I was able to make it easier for people to find the brands that cared, then we could start moving towards a more positive future. So, I began researching ethical fashion brands that were:
- Aesthetically pleasing (not frumpy)
- Made fairly
- Eco-conscious
- Cared about people, planet and animals
- Giving back to good causes.
This turned into a simple spreadsheet that eventually moved from Roberta Style Lee and blossomed into ethicalbranddirectory.com in early 2017. Many people who discovered EBD in 2018 have no idea that it is fully owned by Roberta Style Lee – I actually created it for my styling clients who kept asking me for ethical alternatives!
[2019] We are now a team of nearly 20 people who all volunteer, along with our 70+ brands and 30+ vintage stores we’ve formed what we call the EBD family. Today we are a global network and we support one another so we can maximise our positive impact and do more good in this world.
We’ve also launched the academy to help independent brands navigate all of the requirements to become more ethical and sustainable in their business.
Looking Back From 2026
Looking back now, it’s quite surreal to see how far I have come.
What began as a personal shift in my relationship with fashion gradually evolved into national television appearances, speaking opportunities, editorial styling projects, industry panels and collaborations with brands and organisations exploring sustainability long before it became a mainstream marketing conversation.
Over the years, I’ve had the opportunity to appear on BBC News, ITV and Channel 4, contribute to conversations featured in publications including Vogue Business and Harper’s Bazaar, style for television and editorial shoots, work alongside leading voices within sustainable fashion and build Ethical Brand Directory into a recognised platform supporting more thoughtful approaches to fashion and communication.
What I’m most proud of, however, is helping bring conversations around pre-loved fashion, wardrobe longevity and values-led style into more mainstream spaces – showing that sustainability and style never needed to exist at opposite ends of the conversation. I’ve been fortunate enough to be invited to speak on many stages over the years to talk about my passion. The fact that #WearYouValues became a widely used term across sustainable fashion was also a huge accomplishment.
That journey also changed me.
Over time, my perspective evolved beyond fashion activism into a deeper understanding of identity, communication, visibility and long-term thinking — and how clothing influences the way we feel, present ourselves and move through the world.
Today, that evolution shapes everything I do.
