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In 2024 there is a wealth of more sustainable brands to shop from, but with that comes the puzzle of exactly how to choose between them, and what to invest in. Here, we find out how Ellen Sun, an industry expert and merchandising manager for sustainable lifestyle retailer Cerqular, makes that choice, and what she’s selecting this season.
How Cerqular makes it easier to shop better-rated brands
“We firmly believe that access to sustainable products should be easy, transparent, and inclusive for everyone,” says Cerqular’s co-founders David Friedrichs and Janine Aeroporos—who are also husband and wife. The platform was founded in 2022 to bring more sustainable small businesses to like-minded consumers through an online marketplace. Its mission is to make fashion more responsible and profitable without sacrificing ethics, and to build a community of like-minded makers and consumers.
From its base in Los Angeles, the Cerqular team handpicks and assesses every brand featured on the platform for its sustainability credentials, and carefully checks out the authenticity and labelling of products, too. At the same time, Cerqular remains dedicated to engaging in best practices in its direct operations.
Merchandising manager Ellen Sun says of Cerqular’s brand criteria: “We’re big fans of brands that care about the environment, treat their workers fairly, and keep their supply chain transparent… It’s important to us that brands are open about how they make their products and what materials they use.” The company also considers whether a brand has any certifications, how responsible its packaging is, and the amount of lower-impact materials used in collections.
Cerqular carries a selection of brands we’ve rated “Good” and “Great”, including LA Relaxed, Veja, BEEN London, Unspun and more. And its detailed filters and search functionality mean that you can whittle the selection down to the styles you really love, such as pattern style, neckline, embellishment style, and also by size. Sun particularly likes the second-hand options that are available, too.
Sun is an expert in curating more sustainable brands—a major part of her role at Cerqular—so we asked for her tips on finding the right items to align with your needs and values, and what she’s loving in Cerqular’s offering at the moment.
What Ellen Sun is investing in this season
Scroll down to discover Sun’s picks from the site, which are all from Good On You “Good” and “Great”-rated brands.
Left to right: Brava Fabrics blouse; Pangaia jeans; Been London bag; Veja trainers
Veja’s trainers are a great investment because they’re easy to wear and the versatile design won’t go out of style.
Ellen Sun
Left to right: Wouf pouch; Raven + Lily wallet; Raven + Lily tote; Jackalo trousers
Raven + Lily’s tote is crafted from natural leather in Ethiopia and is ideal for errands.
Ellen Sun
Left to right: LA Relaxed trousers; Brava Fabrics dress; Dawn Denim Dew jeans; Dawn Denim Morning jeans
Dawn Denim’s comfy and soft Dew jeans are made from organic cotton and have a classic design that you’ll want to wear for years.
Ellen Sun
Left to right: 1 People top; Been London bag; LA Relaxed t-shirt; 1 People sandals
1 People’s Sedona top is handcrafted by skilled artisans in India using 100% organic, undyed cotton yarn. How amazing!
Ellen Sun
Left to right: Houdini jacket; Veja trainers; Houdini trousers; Been London bag
Houdini’s jacket shields you from wind or rain and is a great companion for outdoor adventurers because it’s so lightweight. And the brand’s technical trousers are ideal for hiking, climbing, and mountaineering in the summer.
Ellen Sun
