Chloe Kian, a pioneer in sustainable living, embarked on this new journey 5 years ago now. She tells us all about here!

Find out more about Chloe on her Youtube Channel & Instagram.

Could you please tell us about yourself in a couple of words?
My name is Chloe and I make videos on YouTube about ethical fashion, veganism and sustainable living. I am by no means perfect and am learning along the way while encouraging people to reduce their impact and rethink the way they consume.

You are quite a pioneer: you switched to sustainable fashion in 2014. What motivated you?
Back then I simply did not want to wear the same things everyone was wearing at school and the only way to differ was to buy second hand or really expensive clothes no one could afford which obviously was not an option, so I went with the first one. I started thrifting in Switzerland and then when I moved to Berlin, I took the conscious decision to stop shopping fast fashion all together since the vintage & second hand scene was huge there. Shortly after I watched The True Cost documentary and this was a real eye opener to me. I highly recommend it to anyone.

How are you more conscious in your daily life? How do you make a decision about you buy?
Whether it’s food or clothing or furniture I do my best to buy sustainably and ethically, although this is sometimes complicated. I check where the products come from, what they’re made of, and overall, I am just a lot more mindful about how much I buy and don’t buy things I don’t need. Same when I dispose of something I no longer use, I try to sell it or donate it to someone who will use it instead of throwing it in the trash.


Have you applied sustainability and consciousness to other parts of your life? If yes, how so?
Food by going vegan, clothing, cosmetics, home cleaning products, furniture and even electronics (although this one can be tough), next on the list is ethical banking & ethical investing.

What do you look for in a sustainable fashion brand?

For now, it is nearly impossible for a product to be 100% sustainable. Do you believe full transparency is the way to go for fashion?
 Yes and I am aware of the utopia of 100% sustainable, I think the most important is to do your own research and build up your own criterias of what you believe is a good option or not.

How do you imagine the fashion industry in 20 years? 
More greenwashing from fast fashion as sustainability because a concern for the consumers but also a lot more ethical and sustainable labels coming up with new innovations and technologies.

What trends do you want to see disappear in the future?
I know this is not considered a trend but Greenwashing, because this is unfortunate more and more present.

What advice would you give to someone hoping to move towards a more sustainable lifestyle? Whether it is in fashion or daily life?
Educate yourself, read books, watch documentaries, make up your own mind and look for options. Go second hand shopping if sustainable brands are out of budget for you. Grow your own veggies & herbs, buy more local and seasonal when possible. But overall, buy what you need and don’t buy if you don’t need. Don’t waste food, cherish your clothes and wear them over and over. We have to stop treating clothes as disposable items.

Let’s end this interview with your life moto ? And the best advice you’ve given?
Focus on the positive changes you’ve already done instead of what you aren’t doing yet.