Zoe Robinson

Zoe Robinson


Founder of The Good Wardrobe



"To me, sustainable living is a balanced approach to consumption. By truly valuing the resources that go into producing what we use, we naturally have a respect for people and planet. When we buy clothing for example, we should consider the whole life-cycle: where has it come from, how will I care for it, how much will I wear it and how will I dispose of it at the end of its useful life?"

The Project

The antithesis of fast-fashion, The Good Wardrobe loves long-life style. And so
www.thegoodwardrobe.com is London's style-sharing community hub. We mix the best 'conscious' fashion with services that prolong the life of your clothes.

Looking for the best local cobbler or organic jeans? Ask The Good Wardrobe. Earn credits for sharing advice on the forum and use them to donate to one of our chosen charity projects. Review shops, sites and services in the directory and help grow our community.

The idea was born out of the increasing demand for affordable sustainable style, and the desire to promote local businesses, service providers and ethical producers.

If The Good Wardrobe were a cocktail it would be Toptable and Stylebible with a twist of Freecycle; think the love-child of Tripadvisor and Treehugger, raised by eccentric but oh so stylish great Aunt Liberty – a war baby with a life-long love of make-do and mend.

What does being a London Leader mean to you?
I feel extremely proud to be a London Leader. Having this platform to promote the many pioneering initiatives and businesses dedicated to 'conscious' fashion is a huge opportunity. I aim to make dressing sustainably as easy as possible and I hope to go some way to achieving that this year.

What's your past experience?
Having trained and worked as an actress for 10 years, I changed direction and launched my own business in 2009. Think Style is an award-winning style consultancy that assists clients in dressing more sustainably without compromising on style. As well as working with private clients, I act as a writer and consultant to charities and business, advising on anything from uniform, to fashion shows, to lifestyle events and campaigns.

I am a freelance writer and the Fashion Editor for EggMag, the UK's guide to 'culture with conscience' (shortlisted for the 2010 London Lifestyle Awards 'Green' Contribution to London).

Community projects are important to me – recent roles include editor of 'Shop in Streatham' mini-magazine and website, part of a campaign encouraging people to support their community and shop locally. I am also one of the core team behind The Little Big Peace Event, an award-winning Streatham festival inspired by Peace One Day.