One of my favorite aspects of living/writing/creating in this ethical fashion industry is crossing paths with people who are doing amazing things.
Monica Rojas saw a major problem in the fashion apparel world. A 10-year-industry veteran, Monica was deeply affected by the Rana Plaza garment factory collapse in 2013, and decided to make some life changes. In her quest to build a sustainable wardrobe, she had a difficult time finding brands who were transparent about their sourcing and manufacturing – while maintaining the ‘modern aesthetic’ she was looking for. One thing led to another and she decided to focus her efforts on creating a platform for independent designers who were producing garments in an ethical way.
Today she runs Belvele – a San Francisco-based shop selling modern, stylish goods for the ‘conscious consumer.’
Belvele caught my eye because it’s a shop after my own heart: chasing sustainable and ethical fashion without sacrificing style in the process. At Belvele, style and ethics go hand in a hand and are not mutually exclusive. How refreshing!
I caught up with Monica, to dive a little deeper in to her thoughts on why people shop the way they do. Some of her ideas took me by surprise, including her strategy on how to get people onboard with ethical fashion
“We want to make it easy to find ethical fashion that you want to wear.”
[ Summer Ferns Shift Dress (S), made in Portland with hand-printed 100% cupro fabric, c/o Belvele / shoes, Nisolo / bag, Cuyana / earrings, Seaworthy ]
S+S: What obstacle(s) do you think most people face when they consider ethical fashion? And what would you say in response?
Monica: For most people, the whole idea of ethical fashion seems unnecessary. Very few are aware of the devastating affects this industry has on people and the environment. For those who are aware, the most intimidating factors seem to be the increased cost and not knowing how to get started. The first thing I recommend for people who are interested in changing their shopping habits is paying closer attention to their current wardrobe. You can get more wear out of your clothes if you simplify by donating items you no longer use and organizing your closet to know what you have. Knowing how to take care of your clothes also makes a big difference. Washing your clothes less often (such as bottoms and jackets) decreases your environmental footprint and keeps your clothes looking new longer. My next recommendation for adding new pieces to your wardrobe is to shop resale and vintage. When you decide to purchase a new item, taking the time to research it helps ensure you really want and need the item. It is worth investing a little more into garments that offer higher quality and versatility.
What do you think is a ‘solution’ to fast-fashion? Or a baby step?
I am happy to see a few fast fashion brands using organic fabrics for at least part of their offerings. However, the whole concept of fast fashion, and the idea of making fashion disposable, is not sustainable. In addition, if those brands truly cared about ethics more than their public appearance, they would use sustainable fabrics for all their products, and they would not continue to use garment factories that pay less than a basic living wage and put workers’ lives at risk.
It seems like the public doesn’t take an interest in activism until it affects them personally. Take the organic food movement for example. People got involved when they realized they had skin the in game – that conventionally produced food could have an adverse affect on them or their children. How do you think we can reach that point in the ethical clothing movement?
Honestly, I am not sure that focusing on fashion’s adverse side effects is the true solution to get the majority of the public on board. Some people don’t respond well to a feeling of guilt. I think the real key is to make slow fashion cool. At one point it was quirky or weird to watch what you ate, and now it’s practically trendy to Instagram your kale and quinoa. The best way to get those around you on board with ethical fashion is to make them feel good about it. Tell them how much you love your super-soft organic cotton tee, or how cool it is that your new dress was made by an independent designer, and produced in Austin, TX. That’s when they will see the value in building an emotional connection to their wardrobe, and investing in pieces that they want to wear time and time again.
Where does the name Belvele come from?
Belvele’s logo is centered around a V shaped like an equilateral triangle, to represent the three factors that, in my eyes, represent good fashion: design, craftsmanship, and sustainability. These are the things I look for when considering a new designer or a new garment for our product assortment. The name “Belvele” is a play on two french words meaning “beautiful veil”.
What inspires you in your day to day life?
Moments like our True Cost screening inspire me. Meeting entrepreneurs who are channeling their hard work and talent to bring something positive into the world. Having friends or complete strangers tell me that I have motivated them to change the way they shop. Starting a business is much more time-consuming and overwhelming than you can really wrap your head around until you have done it. But it’s worth it, knowing that my effort is going into something that I believe in. I hope that, even though I am just one person, I can influence others to start a ripple effect for positive change.
Paint a little picture for us: your favorite outfit meets a perfect afternoon?
It is common knowledge that I am a fan of weather that allows me not to wear pants. My ideal day is one warm enough to wear an effortless slip-on dress with sandals and spend an afternoon at the beach or have a picnic in a park, surrounded by friends. I look forward to doing exactly that this summer…
I love it!
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Giveaway Details:
Monica and the team at Belvele have generously decided to give away a Summer Ferns Shift Dress to one lucky Seasons + Salt reader!
This dress is by Make it Good, a Portland-based line, and is 100% cupro – which drapes like silk but washes like cotton. The hand-painted fabric is a subtle blush-on-marine combo. Perfect for a summer afternoon at a city park or dipping your toes in the ocean.
****Updated 5/31****
The winner is Stephanie L. (comment #17). Please contact me to claim your prize! :)
TO ENTER (now closed):
1. Head over to Belvele and sign up for their newsletter (scroll down).
2. Browse through their collection of women (and men’s!) clothing and pick your favorite item.
3. Comment back here letting us know you’ve done #1, and share #2 with us.
The contest closes Monday, May 30th at midnight, and the winner will be announced here the following day.
Don’t forget to follow them on Instagram and Facebook to keep up with their latest shop additions as well as specials and discounts!
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This post is in partnership with Belvele. As always, all opinions are my own. Thank you for supporting the brands that make Seasons + Salt possible, and more importantly, make world a better place! :)
Signed up for the newsletter! I think my favorite pieces are this shift dress and the fold pant in jet black, but everything looks beautiful :)
Done! The shift dress is actually my favorite piece. :) Thanks for the giveaway!
Love the Summer Fern Shift dress,
I subscribed to the mailing list. :) One of my favorite items in the women’s collection is the Allison Jumper in Driftwood. Lovely.
I signed up for the newsletter. I really love the Marc Dress in Arctic White. It just looks so fresh and lovely for summer!
Signed up! I am loving the ELISE BALLEGEER Mond Top. I’m short, so crop tops are perfect for me, and I live in Miami so absolutely loooooove wearing white :)
Signed up for the newsletter. I really like the fold pant in jet silk and willow babydoll dress.
signed up, and it was a lovely surprise to get a 10% off code as well! I am drawn to the esby stella button-down, it looks like such a cool, casual piece that is anything but ordinary!
Just signed up! I really like the mens contrast poc tee(since my hubby is a simple guy), and many of the dresses like the sail scoop neck, shift and marc dress. Thanks for all your recommendations on ethical shops!
Signed up! Thanks for the intro to such a great site! Aside from the dress you have on, I love the Allison Jumper and the Stella Button-Down.
I’m all signed up! Truth: the fern dress is my favorite item in their lineup.
Love! Those Emerson Fry silk fold pants are fabulous.
Signed up! I’ll be passing this gem of a site on to friends. Thank you for sharing it!! I think I could wear the Allison Jumper in Driftwood on a daily basis. I’ll be requesting that as an early bday present.
I signed up for the email list
The Marc dress in Artic white is a great summer dress!
Thanks for sharing another great, & ethical company! Signed up for the newsletter, & my favorite dress is the sail scoop dress because of the short sleeves, and knee- length!
What a great website, loved learning more about the meaning and aims behind it. Signed up for the newsletter ! I am loving the Stella button down in white-dobby ! Great pieces
I signed up and thanks for sharing! I love all the pieces that Belvele has, but especially the Allison Jumper in Driftwood. Seems like the perfect addition to a summer capsule wardrobe :)
Just signed up! Love their collection and the Fern dress. So easy for the summer. I also like the Willow Babydoll dress.
T hey have a really nice collection of clothing. I like their Open-Collar Shirt. It’s nice and fresh and a classic. I also signed up for their newsletter.
Just signed up. I love the thin stripe grey t shirt. Definitely my style.
I just signed up! I love the Emerson Fry Lindsay dress in Jet Black. Thanks for introducing us to the company.
Just signed up! I love the Allison Jumper. Great shop! Love the ethics.
Finished task 1 &2! My favorite piece is the Allison Jumper in Driftwood. Thanks for this opportunity =)
1 & 2, done! My favorite piece is the Sail Scoop Neck Dress (little sail boat prints!!) I’m so happy about the amount of bloggers & brands that deeply care about conscious living. Great interview ladies, thank you both!
What a lovely collection! I think my favorite is the fold pant in jet silk, but there’s lots of beautiful items to pick from. Thanks for the tip!
All signed up! The Sail Scoop Neck Dress in Ash is just my style. Thank you for the article and the giveaway!
1 and 2 done! I LOVEEEE the Quinn Babydoll dress in Pewter. Totally my style. Thanks for sharing this brand!
Done – you’ve got me hooked! While all the pants look lovely you’ve inspired me with Summer Ferns Shift Dress.
#1 – check!
I am so excited to see esby on here; I love my Ava pants and the banks silk kimono dress has been on my wish list for a while (and the Allison jumper… and the Lola tank…)!
#2 – check!
Hoping I win :)
What a great give away! I’ve done both things! But I couldn’t pick one favorite.. So I did three 😝. I loved the Navy Beach Kimono Top, the Notebook Thin Lined Grey Striped Tee, and the Quin Babydoll Dress in Pewter. Oh and the Sail Scoop Neck Dress in Ash. Too many cute things!
Signed up. :) I love the Mond top! I really like the cut out details on the shoulders. I also love cropped shirts with high waisted pants or skirts right now.
Signed up for the newsletter. Love the Basin Slouch Pant!
Just signed up and love their website! The dress is beautiful. :)
Have signed up for the newsletter. And totally loved Sail Scoop Neck Dress in Ash. A perfect silhouette for my body type. :)
Signed up! I love the Basin Slouch Pant. Gorgeous!
All signed up! I have to say my favorite is this shift dress but a very close second is the Stella button down blouse. They have a beautiful collection.
I signed up, and I’m a fan of the v bra top! It can be so difficult to find a simple bra without underwire or padding, and the fact that it’s made with organic cotton AND made in the US?! Awesome.
Thank you for these interviews and this content lately! It is inspiring to see so much diversity in style and I love how I’m being molded and encouraged in my relationship to my style, clothing, consumable goods in general, and simply in extending thoughtfulness and courtesy to those who make my clothing for me.
Thank you so much for the feedback Alexandria! I am beyond thrilled to share these interviews and be a part of your style journey. It’s pretty amazing, the more we learn, how it shapes and molds us, huh? :) Hugs from me!
I noticed the bra top too! I like bras without underwire and padding too, but have never found one that is organic cotton and made in the US. It looks cute and comfortable too!
All signed up! My favorite is the Aura dress in Flint. Definitely my idea of the perfect go-to weekend dress!
Thanks for these features! I just found out about this blog and I signed up because I follow this brand. It helps to raise awareness and support local brands :-) I just love this shift dress but the Quinn Babydoll and Fold Pants are also def on my list.
I signed up for the newsletter. I really love the shift dress, but the fold pant really has my eye. So chic and looks so comfy!
I’ve signed up and the Summer Ferns Shift Dress is actually my favorite item! It’s so summery and effortless.
Mission Completed (aka Steps 1 and 2). Banks Silk Kimono Dress in Navy = love
Signed up! I love the Sail Scoop Neck in Ash. But the shift dress in the giveaway is also a favorite!
I love everything about this! I’m so excited to meet and explore new brands that are focused on sustainability and ethical style!!
I signed up. I love the summer ferns shift dress-so beautiful!
I just subscribed to the mailing list. I love the Allison Jumper in Driftwood – it looks playful and so comfortable! Great for hot weather!
I signed up for the newsletter! And I absolutely love the Aura Dress in Flint! Thank you so much for highlighting such a wonderful shop!
Signed up. I love the look of the Allison Jumper – I like that it’s reversible. Enjoyed the interview!
Just subscribed! Really dig the Mond top by Elise Ballegeer, perfect for summer! Also Andrea, I just want to thank you for including sizes on your posts. I really appreciate you responding to readers’ feedback and helping us make better (and more stylish!) choices in clothing. Thanks again!
You are so welcome Jeannie! I’m glad to help! Feel free to remind me if I forget to post sizes – ha!
Done! I love the Marc dress and this shift dress. The material sounds amazing!
Signed up! That jumper would be perfect! What a beautiful shop. Thanks for hosting a giveaway.
Signed up! My favourites are the Alison jumper in driftwood and the Ava cropped pant and the shift dress. Thanks for introducing me to this company :)
Silk kimono dress or the Allison jumper! Such a cool line!
Signed up. I love the babydoll dress!
All signed up! :) I really like the Sail Scoop Neck Dress and the Sweatpants.
Thanks for sharing this awesome clothing line.
Subscribed! I enjoyed reading the interview with Monica Rojas, she is well spoken on the subject and made some great points. I agree that once people are on board with ethical fashion they may not know how to get started or where to find brands that are affordable as well as transparent. Her brand Belvele seems to be closing that gap! I looked around and fell in love with the Allison Jumper in Driftwood. Cotton and linen are my favorite summertime fabrics and the cut of the jumper is so stylish!
Subscribed and double pocket sweatshirt – fashion + utility and Allison Jumper, love the color of the men’s hemp tee- carott orange.
Signed up! The ferns shift dress is actually my favorite.
done. I like the Summer Ferns Shift Dress.
Signed up! My favorite piece is the Stella Button-Down.
I signed up! My favorite is the Sail Scoop Neck Dress in Ash: https://belvele.com/collections/dresses/products/short-sleeve-pocket-dress
The sail scoop neck dress is cute!
#1: All signed up!
#2: My favorite piece is the Mond Top!
Thank you for hosting this giveaway. :)
#1 Done! And I definitely love the Banks Silk Kimono Dress in navy:)
Signed up! I love the versatility of the Lola tank, but the giveaway dress is gorgeous! I just moved to Portland, and today is my husband’s and my 7th anniversary….so it would be amazing to win this dress! Thanks!