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interview: Joy Martinello of Gaia Couture

sustainable fashion boutique

I'm so excited to introduce you to Joy Martinello, founder of Gaia Couture, a sustainable and ethical boutique for women. Joy has had a really interesting ethical journey and is chock full of information about the industry. 

The intersection of eco-friendly and fair trade isn't discussed enough - often they're two separate conversations - so it's rather timely that we're talking about it today with Earth Day and Fashion Revolution Day just a few days away. I hope you enjoy the interview and learn something new!


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First, tell me a bit about yourself.

I was born in outside Chicago, IL, moved to Ft. Lauderdale, Florida when I was 10 and grew up the rest of the way in the West Palm Beach area.
I have always been in love with clothing and costumes. I was a child actress and studied costume design in college at Tufts University in Boston which opened my mind to exploring both the creativity available to us in the world of fabrics and colors, as well sartorial philosophy and why people wear what they do. It was also in college that I became aware of the many degradations being visited upon our beautiful earth and upon workers via the garment industry. For many years it’s been a dream of mine to do something creative with my clothing skills that would help promote sustainable fashion...
I started Gaia Couture with the hope that we can keep growing and changing our inventory to reflect what women ages 25-60 are looking for in clothes that fit their lifestyle. We had our lovely [brick and mortar] shop for a year and a half and then it became clear that our online store was going to be the more sustainable version of our business so we closed the brick and mortar shop in January. My theory is if we can offer beautiful styles that become customer favorites and people turn more and more often to buying eco fashion, we can start to elevate the demand for organic clothing which will mean more sustainable bamboo forests and organic cotton fields, more factories where workers are treated fairly, and more opportunities to do business with integrity in a way that will create a more just and happy world for all.
As I’m working hard to get Gaia Couture off the ground (with some wonderful help from some amazing women), I also have a full time job in the adventure travel industry. I send people to Antarctica and the Galapagos Islands among other places. For that job I went to Kenya in November and it was unbelievable. We in the US don’t really have a context other than Disney for what it’s like to be the wild habitat of these animals. Standing 10 feet from lions or elephants or looking out across the vast plains at Mt. Kilimanjaro put me in powerful connection with the Earth and its extraordinary beauty—just a few more reasons to fight for cleaner clothing manufacturing.

Was there a particular moment or experience that made you consider how your consumer habits affected people and planet? 

I had been sheltered as a child, raised by parents who didn’t believe in global warming and didn’t see any problems with the use of harsh chemicals in our world. It was when I went to college and lived in a cooperative house in my sophomore year that I was finally confronted the with consequences of our many damaging choices as a culture. I finally realized how polluted our planet had become and how many people were suffering unnecessarily all over the world. From that time on I vowed to do what I could to make positive change. Everyone needs food, shelter and clothing (and art!) and I vowed to contribute to these needs in ways that support healing and well being for the planet and everyone.

gaia couture eco-friendly

What about sourcing? Do you manufacture your own line or buy from small brands? How do you ensure that products were produced ethically and sustainably? 

Gaia Couture is a retailer that carries other people’s lines. We have made the pledge that our clothes are at least 90% organic, leaving space for things like Lycra or Spandex as people like their clothes to stretch (they wouldn't fit well or wear well if they didn't). We choose designers who are involved in every aspect of their production and who guarantee having followed strict Fair Trade guidelines. These people know where their cotton comes from, where their bamboo comes from and they inspect their production facilities regularly for any abuses. 
We do carry some fabrics that don’t fit into the “certified organic” category yet that are sustainably made using closed loop systems that do not release any toxins into the environment (or negligible amounts). Modal® made from beech trees, Tencel® made from birch trees, and bamboo are such fabrics. Chemicals are required to break down these tough fibers into fabric; however, the manufacturers we work with have data showing that their systems are closed loops and not polluting. 
I’ve recently added prAna’s hemp/organic cotton yoga wear to our site. Hemp is grown in China without pesticides yet it comes from many sources and probably some polluting happens at different farms, as it is unregulated. Beaver Theodosakis and his people at PrAna have assured me that they know where this hemp came from and it has not been grown with any pesticides. 
At some level, it becomes a matter of trust. I personally know all the designers I buy clothes from and I know them to be ethical people who want positive change as much as I do. Yes, we have to make a living so we all have to sell clothes, but at the end of the day it’s right livelihood that matters to these people, that matters to me. I’m committed to living a true life that’s grounded in loving kindness, this means being kind to the Earth, kind to all the people who make the clothes, kind to all people who buy the clothes, and being kind to myself too. Kindness is the only thing that really matters.

Do you find it difficult to source items that are both eco-friendly and labor-friendly? In what ways do you see the eco and fair trade movements working together? How could they communicate more effectively? 

Actually, if a garment is made from organic fabrics, it’s fairly common to find out that this designer also adheres to Fair Trade practices with their manufacturing. Most designers willing to limit their fabric choices and design more expensive clothes using organic fabrics, rather than making a quick buck with fast fashion and synthetics, are also going to go the extra mile and make sure their garments are ethically produced. 
The opposite is more common, where we run across lovely garments that are made using Fair Trade standards yet that are made from synthetics and commercially produced cotton etc. These people have good intentions probably yet are not willing to sacrifice the use of cheaper fabrics to protect the environment. Hopefully they will come around. 
The economics are still not with us unfortunately, which is why if you believe in protecting the environment it’s very important to tell your friends and family about the use of pesticides and about the gigantic piles of synthetic clothing taking centuries to biodegrade in landfills. More people buying organic will bring the prices down. It’s happened with organic food. Now it simply must happen with fabrics.

sustainable fashion boutique

What's your favorite item from the current collection? 

Right now my favorite piece is the Convertible Dress. It’s a great example of a super versatile clothing piece that can be worn two different ways (both sides can be worn as the front.) The designer, Blue Canoe, knows people are paying more for an organic dress. Not only does an organic dress have to look sexy and stylish, as it does, it also has to offer better value than a synthetic dress you’d wear a few times and throw away. The Convertible Dress is well made, super soft and flatters many body types.

What are your goals for Gaia Couture in the coming years? 

My dream is to have Gaia Couture become an online department store for gorgeous women’s clothes for every event in a woman’s life. I want Gaia to become a lifestyle brand that offers fashions, accessories, lingerie, jewelry, shoes, active wear, yoga clothes—everything a woman needs to look fabulous and have luscious life, all in one place. I want Gaia to sell enough clothes that we can make a powerful impact in how clothes are manufactured all over the world. I want to support and encourage young designers by showcasing their clothes to a loyal Gaia following. I’m a designer, too, and I’d like to have a Gaia line someday too. 
In short, I want to give traditional retailers a run for their money and gather enough support for organic clothing that finally making clothes any other way, and indeed living life in any other way, is shown for what it really is: irresponsible and completely unnecessary. 
People want to do good. People want to make choices that help others and protect our beautiful Earth. In this complex world they just don’t know how to follow through with those choices. With the emerging success and visibility of Gaia Couture, I’m hoping women everywhere will have an online place where choosing to do good suddenly gets a lot easier (and more fashionable.)


And finally, since Earth Day is this Wednesday, what's your favorite park or natural landmark? 

There’s nothing quite like an old growth forest, and when I think about my love for the Earth, I think about the countless hours I've spent sitting by Salmon River in the Mt. Hood National Forest here in Oregon marveling at the exquisite beauty and lushness. Nature is enormously healing for me. It breaks my heart to think these forests may all disappear. It’s happening in the rainforests in Brazil and Peru, why not here in this rainforest? People felt about those forests the way I feel about this one and now they’re irrevocably gone. It’s unbelievable. 
We’re all connected, and people felt fine about cutting down those forests because people like us in the US felt fine about buying the burgers that come from the cows now grazing that on that denuded land. Where will it end? When will we finally make better choices to protect our glorious planet? 
I think, if people have to shop, which they do as they have to buy clothes, hopefully shopping at Gaia Couture will help.
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Thanks for your time, Joy! Stay tuned for a review of some Gaia Couture items.

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