Not My Style - The Next Phase

£325 of £5,000 goal

Raised by 11 people in 36 months
Not My Style is an app that tells you how much your favourite fashion brands share about the women and men who make your clothes. We aim to give shoppers what they want, and garment factory workers what they deserve.

Last year, we killed it on Kickstarter, raising over £20,000 from generous folks like you.  Now you can download our app from the App Store - Android version is coming soon. 

Anyone, anywhere can view our ratings, but the stores are only mapped in London. Your generous donation will help us expand to more cities and countries.  World domination, here we come!

The Problem
You will have on average four times the clothes your mother did in her wardrobe 30 years ago and you'll have paid a lot less for them. Today, the lead time from a high street designer's sketchbook to your wardrobe is mere weeks. More clothes, faster and cheaper: fast fashion. It seems like an efficient system, until you stop to think about who makes your clothes. There are around 40 million garment workers, most of them women in the developing world. Today, 97% of our clothes are made overseas.

Ultimately, the incessant cycle of fast fashion makes substantial and often unreasonable demands on the women and men who work in the factories.

While progress has been made by some fashion brands to ensure garment workers are treated fairly, you wouldn’t always know it. Information on who makes our clothes and their working conditions remains elusive, even for the savviest consumer. Some fashion brands have made progress but many say that consumers don't care enough to push them to disclose their data. Truth be told, consumers can't access the data easily, even if they try.

Our Solution
Not My Style will give you, the shopper, a simple way to make informed choices, share your style, and tell brands how you feel.

Here are a few reasons why we think we’ve come up with something really special:

When you’re out shopping, you don’t have the time (or the will!) to read a report on supply chains. Not My Style will be there for you when you need it: when out and about, facing immediate choices about where to spend your money.

Our assessment will take leading industry research and overlay it with a review of consumer-facing transparency: How easy is it for you to find out from stores how the workers in their supply chains are treated? We will also give the brands an opportunity to contribute to the assessment.

Not My Style distills all this into a simple ranking, on a slick, stylish app. You can then make an informed choice about where you want to shop and ensure your style matches your values.

The App
Not My Style features:

- A ranking of fashion brands . The rating system will be simple: green light (shop), amber (think), and red (stop); with a star for the beautiful, ethical brands that already exist on our high street.
- A GPS map with stores nearby and filters to allow for a customized screen (by things like price, your favourites, green ratings only).
- Seamless integration into social media to allow users to take an action if they want to do more than shop.
+ Read More
Our app is imminent! In the meantime, check out our latest piece in Grazia:
+ Read More
Hello friends and supporters -

How are you all? Wait, don't tell me now I don't have time to listen because we are busily preparing to share a soft launch of the app. (!!)

We'll be giving a talk at the Hospital Club in Covent Garden in London on 4 November at the ungodly hour of 8:30 am (I assure you, there will be coffee). I promise it will be worth waking for. You'll have a chance to hear me talk (what could be better than that?), to play with the app and hear how your favourite high street brands have scored. Plus, did I mention the coffee?

If you'd like to come please RSVP here ( or drop me a line ( so I can add you to the list and forward the address. We have a limited number of spots, so this event is strictly first come first served.

Hope you can make it!

+ Read More
Read a Previous Update
Be the first to leave a comment on this campaign.

£325 of £5,000 goal

Raised by 11 people in 36 months
Created December 16, 2015
Your share could be bringing in donations. Sign in to track your impact.
We will never post without your permission.
In the future, we'll let you know if your sharing brings in any donations.
We weren't able to connect your Facebook account. Please try again later.
28 months ago
29 months ago
Catarina Acha
33 months ago

I only heard about this app yesterday and I think it's a fantastic idea! Hope it spreads worldwide, it's an app that can make a difference.

Be the first to leave a comment on this campaign.
Use My Email Address
By continuing, you agree with the GoFundMe
terms and privacy policy
There's an issue with this Campaign Organizer's account. Our team has contacted them with the solution! Please ask them to sign in to GoFundMe and check their account. Return to Campaign

Are you ready for the next step?
Even a £5 donation can help!
Donate Now Not now
Connect on Facebook to keep track of how many donations your share brings.
We will never post on Facebook without your permission.