A Love For the Earth And A Passion For Fashion

Let us introduce ourselves! Hi, my name is Hilly and this is Alex. We met in London while studying and interning abroad in London. During our time in London we were particularly drawn to two things: the high concern for the environment and the concept of street markets and the unique fashions you could find at them. We came up with the idea to fuse these things together and created TreeHouse Society.

The Inspiration

Alex: During our time in London, it was hard not to be aware of conserving energy. We are both from cities that require owning a car (Hilly: Los Angeles, Alex: Minnetonka). When we moved to London, car-less and totally overwhelmed by all of the neighborhoods, we very quickly learned and memorized the Tube map. I remember once thinking that having a car was my ticket to freedom. Turns out I had it all wrong. Not having a car meant saving gas money, not sitting in traffic, no parking tickets, and of course no drinking and driving. The efficient public transportation was not only accommodating, but also great for the environment. I also walked a lot more in London.

Hilly: In many ways London is making an effort to treat the environment with care and conserve energy. There are a variety of organic restaurants and organic options at markets, eco-taxi's, tons of environmentally-based campaigns, and there is a serious effort to conserve electricity. Also, people were much more likely to reuse materials. London is filled with building that date from way back when and have been restored and used as spaces for work or homes. Ultimately, we were affected by the ways London was taking a proactive approach towards the environment.

Alex: Even Top Shop featured an organic line of clothing and people were buying it.

One of our favorite things to do in London was explore the various open-air markets scattered around London- Portobello, Spitafields, Up Market, and Petticoat Lane...

Hilly: I remember hunting Portobello for an old watch. Finally, after hours of scouring the little shops and stands, I came across a 1920's gold encased watch. If you are looking for vintage, chances are you will find it at Portobello Market.

Alex: I worked near Spitafield's Market and so I scoped it out early on. A perfect day was strolling through the market, looking at all the locally designed knickknacks and lunching at Canteen, a sustainably built restaurant that serves delicious natural food.

Hilly: Fashion has always been a powerful art for me as well as a creative outlet. Two summers ago, I interned at Dianne von Furstenberg in New York. It was a great learning experience because the fashion house is made up of an intimate and creative group pf people who care about each other and believe in DvF. This past summer I interned with News Corp focusing specifically at FOX to help initiate an environmental awareness movement called "Cool Change".

Growing up in Los Angeles, the outdoors--especially the beach and Santa Monica Mountains--has always played a major role in my life. With the depletion of the environment, conserving these natural places has become a serious priority in my life. It felt natural to blend my love for fashion with my concern for the environment into TreeHouse Society®. Our generation has been pinned down as being apathetic and wasteful. I believe the current issue with the environment will provide my generation with the opportunity to act.

Alex: This past summer I interned for Birch clothing, a website that sells ethical clothing. But my interest in fashion goes back to 2005. While going to college at BU, I studied abroad in Paris where I interned for a jewelery magazine called Dreams Magazine. I am also an International Relations major with a high regard for international politics and issues.

The fusion of my two interests in fashion and worldly concern climaxed while interning in London (2007). There I interned for a non-governmental organization called Peace One Day. This organization lobbied the UN for an international day of peace, which is now fixed on the global calendar as September 21st. Jeremy Gilley, the founder of Peace One Day, introduced me to the philosophy of Ray Anderson of the eco-design company Interface. Anderson states that "environmental sustainability and change must be spearheaded by the corporate sector."

By establishing TreeHouse Society we hope to solicit change and encourage our generation to treat the environment with a healthy and positive proactive attitude. Hopefully by presenting TreeHouse Society as an innovative, fashionable, and yet responsible company, awareness of the environment will increase.

The Concept

Hilly: Through the medium of high fashion, we want to communicate, especially to our generation, the message that environmental issues affect us, all of us, directly. The mission is to give artists and designers a forum to express their visions for a more ethically sound and sustainable society. TreeHouse Society (THS) will offer fashionable clothing for men and women, accessories and home ware. All products sold will either be organic, recycled, vintage or fair-trade. THS will feature up-and-coming ethical designers while encouraging established designers to consider the process by which they make clothes.

Alex: Part of the reasons this project began in London is because we recognize the environment is a global issue that ultimately affects everybody. Our future will be directly impacted by the conditions of our environment.

The Name

Alex: The thinking behind the TreeHouse Society name is multi-faceted. While growing up, we had tree houses in our backyards, which were places of peace and uninhibited creativity. The hope behind our endeavor is to reproduce the essence of this safe-haven environment for both artists and consumers. "Treehouse" symbolizes the relationship between nature and everyday-lifestyle. THS is altering its customers' habits of consumption by selling products that force environmental awareness.

Hilly: The term "Society" represents the common vision that drives this project: Sustainable Consumption. This is a place where designers and visitors can feel comfortable expressing their thoughts on sustaining the planet.

Comments

[Libsrule]

I'm sort of confused. So when do you introduce your new lines?

Or do you already have a line out?

[isis]

Ray Anderson has some things going for him. His stock is selling quite well for starters.

[a]

god - do you ever run out of gorgeous bloggers?