Actively Conscious continues to build a reputation for its quality active wear, founder Chloe Lennox started out in fast fashion just over a decade ago, we caught up with Chloe to find out more about where it all began…
“I knew I was contributing to a big problem when I was designing in fast fashion, but as a creative there was a bit of a push and pull between the fact I was doing something I loved, but I was also contributing to a massive environmental problem. I started researching sustainable fashion, but this was back when it was really difficult as an independent designer to launch a brand, so I just planned it. I then lost my job at the very start of the pandemic, and was basically like well it’s now or never and I just ran with it.
I lead quite a mindful lifestyle. Yoga and that stuff has grown massively in the last few years, the brand actually started during lockdown with these yoga illustrations from one continuous line, I started selling my prints which are produced in Ancoats. The subject is yoga, and it linked well to the activewear. People loved it, meaning eventually I managed to properly launch my attire.”
One of the main focuses of Actively Conscious is to be as sustainable as possible, we wanted to know how this is achieved.
“I wanted to do things properly, so a lot of research was done into where I could get things produced. It’s very much a slow fashion label, meaning I don’t release things all the time and I only make what I can sell, and if I sell out, I will make a few more. I don’t follow trends either, even though this whole aesthetic has become quite trendy now, I try and keep the colours quite neutral and make sure they are made to last. Also, all of my tees are made from organic cotton, and my activewear is made from recycled fishing nets, this costs more but helps the planet in the long run.”
What’s it been like setting up Actively Conscious in a city like Manchester?
“I went to uni in Manchester and have lived here for well over ten years, when I first came to the city places like Ancoats were derelict, whereas now it is a thriving hub of creativity with all of the studios and mills and things like that, it’s really accessible, and there’s a really beautiful network of creatives who want to collaborate. Manchester is a great, friendly, Northern city and is a brilliant place for people wanting to start a brand because there are just so many opportunities within the city, I get all my t-shirts embroidered in the Northern Quarter so manufacturing here is well and truly alive.”
Finally, we wanted to know what Chloe hopes the future will hold for Actively Conscious.
“People like new things, and a big challenge for me has been to keep my audience engaged. But as a brand focusing on sustainability, I’m not going to bring out new stuff if I haven’t sold through the old stuff yet. So, it’s about finding a balance between not jumping into trend-driven stuff whilst also keeping things fresh for my audience. Saying that though, I have lots more products lined up for the future and hopefully, I will be able to expand more into Europe and take the brand places it hasn’t been before.”
Shop Chloe’s Actively Conscious collection at: activelyconscious.com
For more stories for sellers at Union’s Souls Sampled event, see our page here.