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A former city trader has stepped away from the corporate world to set up an ethical fashion brand, which sells clothes with a conscience - including jumpers made by UK prisoners.

Ethical Collection London was set up in 2015 by Giovanna Eastwood and her friend Annina Youngblood left her job at Morgan Stanley to join her a year later. 

The London-based pair are now selling sustainable womenswear from around the world including up-cycled blanket jackets at their new eco-luxury pop-up store in Portobello Road, London. 

Giovanna Eastwood (left) and Annina Youngblood (right) run Ethical Collection London, and have just opened a pop up store in Portobello road, selling sustainable fashion with a conscience 

But Fendi-style jumpers from New Yorker Uzma Bozai and on-trend bee embellished sweatshirts by London designer Gung Ho couldn't be further from the 'hippy fashion' stereotype you might associate with ethical and eco-friendly fashion. 

'Ultimately we don’t expect our customers to compromise on buying stunning items,' Giovanna told FEMAIL. 

'Interestingly, what we find is that customers are drawn to us by the quality and beauty of the products, and then when they hear the story behind the items it makes the whole experience more fulfilling.'

One of the projects they're most proud of is the SWAG sweatshirt collaboration with British Charity Fine Cell Work, which trains inmates at more than 30 British prisons in paid, skilled and creative needlework. 

The pair are proud of their collaboration with Fine Cell Work, which trains inmates at more than 30 British prisons in paid, skilled and creative needlework

One of the £75 SWAG sweatshirts produced by prisoners in conjunction with the British Charity Fine Cell Work

'Each SWAG letter is hand embroidered and has the date it was created stitched on,' Giovanna explained. 

'The stories of how this has contributed to the rehabilitation of and self-worth of prisoners are very moving.' 

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The Ethical Collection was initially inspired by Giovanna's mother, who runs a charity in Brazil teaching young women to craft and sell bags made of recycled material. 

'Those skills were then used to build independent businesses, support their lives and families, and to create unique and beautiful pieces,' she explained. 

Models wearing Wintervacht coats, which are made from upcycled blankets 

'I decided I wanted to create a space where it's easier to access these incredible designs and human stories.

HOW TO BE AN ETHICAL SHOPPER 

'Consumers have incredible influence to force the High Street brands to change their behaviour, but change is slow because fast fashion habits tend to die hard,' Giovanna said. 'But consumers are increasingly aware of the impact of the fashion industry, and we believe that when the light switches on it can’t be ignored.

'I think the main thing is to choose well and then buy less! Perhaps an odd thing to say as the owner of a fashion business! 

How do you go about this? 

1. Ask questions (Who? What? Why? Where?)

2. Shop independent designers

3. Buy what you love, not what you just like (love is, as it should be, a rare and beautiful thing!)

4. No step is too small (you can start change in a big way but also through many small decisions)

5. Spend money on quality not quantity. People did not used to get a new coat every year! 

'I was running a pop-up out of my home and Annina was trying to figure out her next steps career wise. She was so enthusiastic about the concept and what started out as casually trading ideas turned into a much more permanent collaboration.' 

Annina was initially attracted to the idea of working with the brand because stylish Giovanna was like a walking advert for the clothes. 

'Of any of my friends, Giovanna has always been by far the most fabulously dressed,' she said. 

'When she first told me about Ethical Collection, all I had to do was look at what she was wearing and go, “Ok I get this, this is interesting, tell me more”. She’s basically a walking elevator pitch.'   

Her new career may be very different from the trading floor, but she's grateful it gave her to confidence in her own abilities to try something different.  

'I wouldn’t say I turned my back on finance,' she said. 'I’ve always felt very appreciative to be in the positions I was in and the companies I’ve worked for - most recently Morgan Stanley and BlackRock - have been incredibly important to both my professional and personal growth. 

'I stumbled into finance at an early age, interning at Lehman Brothers at 16. That internship along with bartending at night allowed me to earn enough cash to move to New York. 

The women's offerings couldn't be further from the 'hippy' stereotype associated with ethical fashion 

Giovanna and Annina aim to attract customers with beautiful clothing - and the ethical element is an added bonus 

'My family definitely instilled in me the old adage that money can’t buy happiness, but what it can do is provide you with choices otherwise not available. 

' I do realise just how incredibly lucky I am to be able to take such a career risk and walk away, most people just don’t have that luxury - financially or personally.'

While Giovanna and Annina keep up to date with what's in fashion, they aim for unique yet classic pieces that won't go out of style.  

'The key element is the pieces must be individually desirable,' Giovanna said. 'Ethical Collection and its brands have a great story, but ultimately we don’t expect our customers to compromise on buying stunning items. 

Annina runs into another woman wearing one of the Gung Ho organic cotton Signature Embroidered Bee Sweatshirts

Giovanna said she was inspired by her friend's sense of style and wanted to be involved in the brand, knowing she'd make it a success

I think there can be a perception that positive change has to be preachy or that trendy has to be temporary. But we appreciate that people work hard for their money and if they are choosing to shop with us we want that to be that to be an enjoyable experience. 

'I think the experience of shopping with Ethical Collection, and ultimately understanding the story about the items, has the effect of influencing the consumer to ask more questions about the clothes they wear. 

It’s also a great conversation topic. If someone falls in love with one of our Wintervacht coats, it’s great to be able to say “by the way this is made from upcycled blankets and curtains,” which breathes new life into textiles that otherwise would have lost their purpose.'

One of the blankets used to make Wintervacht arstesan coats 

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