What we need more of: a sustainble fashion directory
More This. Less That. is a curated directory aiming to make people aware of brands that make a positive difference. I had the chance to speak to the founders, Katherine and Rachel.
Tell us a little bit about yourself and what you do.
Hi! We’re Katherine and Rachael, the founders of More This. Less That. a curated ethical directory that seeks to unite people with brands that care. We met the modern way (via Instagram) and bonded over a shared passion for slower, more ethical and sustainable living. We both currently live in London, working in digital marketing and social media.
When did you decide to launch ‘More This.Less That’ and why?
Together and individually, we started to come across a lot of independent and ethical businesses both on and offline that we felt deserved to have their story heard by a wider audience. We wanted to set up More This. Less That. so that we could bring all of these brands together, making it easier for consumers to find and support them. We had the idea back in 2017 but as both of us have full-time jobs it took a while to get it off the ground. But, the long wait and the setbacks definitely made the end result all the more worthwhile! And, completely unintentionally, it feels like we’ve managed to launch at a really relevant time - the discussion around shopping and living more ethically really seems to have hit the mainstream in the past few weeks, which is great to see.
What are your favourite brands on ‘More This.Less That’ and why?
It’s so hard to pick favourites, we really love them all, which is why we chose to include them. A few good favourites for cosying up at home would be Essence & Alchemy who make beautiful natural and refillable candles from British rapeseed wax, a cosy woolen jumper from Babaa Knitwear, and linen blankets and throws from Luks Linen. For those who enjoy embracing the wild British weather, Finisterre are great for outdoor kits as well as inspirational stories.
How do you source new brands?
The brands we launched with were all ones that we’d found on Instagram or heard of through word of mouth. It’s important to us that people know the brands on the site are curated by us, and that we only include brands who we feel provide enough information about their ethical practices. As we grow we’re really keen to hear about new brands from both customers and owners alike, and to get a real conversation going within our growing community.
What benefits do you see in ethical living?
Asking where our things come from encourages us to consider what we’re buying and to appreciate what we have. We live in a fast-paced world of constant communication, real-time content and next-day delivery, and we’ve been conditioned into always wanting what’s new and wanting it now. By putting more thought into what we’re buying, it encourages us to slow down and takes us away from this endless spending cycle. Switching off and immersing ourselves in nature compliments this, we’re big fans of getting outdoors as much as possible. Ethical living isn’t just better for the planet it’s better for our personal health too.
What would you recommend to someone who would like to start living a more ethical life?
Not to feel overwhelmed but to make small changes wherever you can. We really believe that we vote with our pound so buying less and buying better, but also supporting local businesses when you can, switching to an environmentally friendly energy supplier, buying food that isn’t wrapped in plastic wherever possible, taking public transport. And start those necessary conversations to encourage friends and family - sometimes those close to us are the hardest to convince of change.
What’s next for ‘More This.Less That’?
Growing the directory! Keep an eye out as we’ll be adding some great new brands every month. We’ve also got some bigger projects in mind for the new year that we’re excited to work on. We don’t want the site to just be a shopping portal. We want to create a platform that fuels connections that are deeper and more meaningful than the current ‘business to consumer’ relationship.
Where can people find you?
We’re most active on Instagram but you can also find us on Twitter, Pinterest and Facebook.
How would the two of you describe a perfect heiter (cheerful) moment?
Rachael: A bright and blustery walk followed by a cosy evening with candles, wine and a big bowl of pasta.
Katherine: Swimming in the sea, no matter the weather, followed by a hot coffee and pastry to warm up.
Image: More This. Less That.
Interview: Katharina Geissler-Evans, heiter magazine
