INTERVIEW #86 AMMA ABURAM

Name: Amma Aburam

Based in: London, United Kingdom

Occupation: Fashion Digital Marketing Expert, Writer & Podcaster

Get inspired by: Having Faith, Joy, Hope and people who are creative and innovative in the fashion industry

Instagram: @styleand.sustain 

Podcast: ”Style & Sustain - The Podcast” 

Site: www.styleandsustain.com 

Why we love her: The question is; what is there not to love  about Amma and her whole concept? She’s a writer, podcaster  and digital content creator who’s super passionate about  sustainable and ethical fashion, which truly shows.  By inspiring, teaching and encouraging a sustainable way of  thinking when it comes to fashion - She’s the definition of a  Change Maker in every way.  

She’s a whole package full of inspiration, so if you have even the  slightest interest in sustainable fashion - Do yourself a favor and  follow Amma on all her platforms.  

Amma, super happy to have you featured here!  I really admire what you do. So, let’s start off with you telling us about yourself, and how you  ended up where you are right now in the ”world of sustainability”? 

I’ve always loved fashion from a young age and almost always knew I wanted to work in the industry. I always wanted to start a blog but never did because I felt like I would be adding to an already noisy space of fashion blogging. In 2016, I watched the True Cost documentary by Andrew Morgan and that was a lightbulb moment where I knew I had to change my relationship with fashion. I could no longer love something with such devastating impact on the planet and people. It finally felt right to start a fashion blog with a purpose. Style and Sustain is a way to hold myself accountable in my sustainability journey but also to inspire fashion lovers just like me to enjoy fashion with sustainable and ethical practices. Basically how to continue to love fashion without all the negativity of fast fashion, in a guilt freeway. 

What’s your relationship with clothes? 

It’s still a passionate one, just in a different way. Instead of it being impulsive and addictive, it’s now thoughtful, conscious but always fun. There was time where I didn’t like everything in my closet, I barely knew what was in my closet and I kept accumulating mindlessly. Today, I have a carefully curated closet with pieces I chose with multiple wears in mind, lifetime pieces that I know I will cherish for years to come.I’m careful to consider where my money is going when I chose to buy new fashion by purchase from authentic sustainable and ethical brands. Mostly, I go secondhand, vintage and do LOTS of swapping which allows me to keep refreshing my closet without the need for fast fashion or spending too much money. 

Regarding your podcast, what can we except to hear and learn  when tuning in? 

I created my podcast to have open conversations about sustainable fashion. For the episodes, I interchange between me discussing a topic or giving sustainable fashion tips and interviews with people I admire and are trailblazers in transforming the fashion industry. In my latest episode, I chatted to Fernanda Simon, Fashion Revolution Director of Brazil and Vogue Brazil Sustainability Editor which was incredible. Her perspective on the movement in Brazil is priceless. So yes, that’s the goal so expect lots of tips of how to transform your wardrobe positively and inspiring conversations with individuals making strides in the industry. 

What, according to you, is the best way to try to inspire and  encourage people to be more conscious/aware regarding  fashion? 

I would say the first step is to lead by example. It’s cheeky to ask people to do something you haven’t tried to do yourself. Instead of dictating to people, start with yourself, start with your closet, create an authentic relationship with your clothes that your friends and family can get curious about and learn from if they want to. I also think it’s important to be non-judgmental and open-minded. Sustainable fashion is a space of privilege and it can be non-inclusive sometimes, acknowledging that is key when chatting to people. Accept where people are coming from and where they are at when it comes to creating change in their life. It has to come from them. Share the tools that helped you or that you think will help others to change their perception of fashion so they can make up their own mind instead of telling people what to do. For me, another part of it is making it fun! It can be heavy only talking about the problems in the industry, so with Style and Sustain, I love to focus on the solutions, how we can be part of the solutions as individuals and within community. Fashion is escapism, fashion is self-expression, fashion is fun and it can remain all those things ethically and sustainably. 

We’re able to buy your clothes at ”Shop my closet” ( www.mycircularwardrobe.com ), and I noticed that  you’re donating the proceeds to ”The Black Curriculum”.  Truly amazing. Please, tell us more about that? 

Part of the transformation I feel the fashion industry could lean towards is fashion that works with social and racial justice. Charity shops do a great job with this, as do lots of sustainable and ethical brands but I thought what if we did that as individuals as well. As a proud Ghanaian who grew up in Europe, Black history is not something I got taught enough growing up. My Mom instilled a strong sense of identity as an African woman which I will always carry with me. Essentially, what I know and understand to be  Black History is not the history of Black people as slaves but the history of Black people as innovators, world changers, thought leaders with a past that required surviving the worst oppression but we still stand tall today. All this is tied with the joys of resilience, creativity and engaging with society beyond the boxes it tries to put us in.  All this can only thrive if we know history in all its shades of truth. So I chose the Black Curriculum to donate the proceeds from my “Shop my closet” initiative to empower exactly that. Their goal is to teach Black British History that empowers all to rewrite negative narratives and become active citizens equipped with the knowledge to engage with society at all levels. How could anyone not get behind that? 

What do you think about the fashion industry? 

I love fashion so it’s an industry I have a lot of love for. It’s far from perfect but it’s exactly because of my love for it that I want to see it transformed so it can truly impact society and the planet in a positive way. Our world is full of broken systems we must all participate in the bettering of. The fashion industry is that for me. I love to see and hear more and more conversations around sustainability happening these days. The shift in consumer mindset and habits is having an impact. Recently, the UK Government CMA (Competition and Markets Authority) has come up with the Green Claims Code, a checklist of six legal principles businesses (including fashion and textile businesses) must follow when they make green claims, a way to sanction greenwashing tactics. That’s true progress. This came about because their investigation showed that more than half of UK consumers are looking for authentic sustainable products but are misled by about 40% of “green” claims online. So consumer behaviour matters, our choices matter because the fashion industry would not run without those who make the clothes and those who buy them. We are the fashion industry. As Orsela De Castro wrote in her book Loved Clothes Last: “We lead by example, we set the trends.”

What do you believe needs to change? 

I believe the biggest shift is the one around our values. Anything built on a capitalist, profit-driven model will run planet resources and people to the ground just to achieve incremental growth each passing year. That is literally the antithesis of sustainability. So the question is what do we value more? If it is people and the planet then let’s put actions into place that put those two things at the heart of everything we do. For this to happen, all actors involved must have this mindset shift. From consumers to brands to the government. I also believe legislation is key to shifting this, which is why something like the CMAs Green Code List is a step forward in shifting the collective mindset. It asks the question: what does it really mean to be sustainable? What is the point of it all? 

What can one do that seeks to create a more sustainable closet?

I always say start with what you have. Start with your closet. The point is not to get you to stop buying fast fashion and start buying lots of sustainable brands. That defeats the purpose. It’s about loving what you already have, taking care of it and making careful choices about what you buy next. Shifting from the mindset of a mere consumer to an active citizen who’s choices reflect the kind of world you want to see come to life. 

What plans do you have ahead? 

I want Style and Sustain to continue to grow as a guilt-free space where people can be inspired to continue to love fashion in a positive way. There'll be more inspiring interviews coming up on the podcast and I hope to be able to write a book in the future to share what I’ve learnt so far and will continue to learn. I also do panels across London so follow me on socials for when they will happen! 

Is there anything else we should know about you or  styleand.sustain? 

Don’t be a stranger! I’m open and love chatting to people from all walks of life looking to create new relationships with their closet so reach out on socials, via email and let’s talk about changing the industry for good!