Glasfashion are a sustainable fashion blog, run by UCD students Sadhbh Whitty, Victoria Latham Bruton and Meg O’Doherty, that highlights the best eco-friendly fashion brands, along with second hand clothes that are good for the environment, but still on trend. The girls also style their outfits and post all on their official Instagram account, providing inspiration on how to look on trend, while not damaging the environment in the meantime.


With Victoria away, Meg and Sadhbh met me in Richview for this shoot, to chat about the blog,the future of sustainable fashion and which brands we should be looking out for that we know aren’t killing the planet. Glasfashion started as a project in the girls second year of college, with a module for credits quickly becoming a passion project for the three. Their mission is to show that just because your clothes aren’t coming from Zara or Topshop, you can still be on trend. The topic of sustainability in the fashion industry itself is becoming a trendy concept, as Sadhbh explains “It’s becoming mainly a cool thing, almost? I feel like a lot of bloggers and stuff are kind of taking on tonnes because they almost feel the responsibility to the people that they influence – like they call them influencers for a reason. So they have to be kind of conscious on what theypromote. So that’s what I’ve noticed recently.”


While the trend of eco-friendly fashion is taking off, Ireland seems to be lagging behind when it comes to new sustainable, homegrown brands. When asked, neither of the girls could think of one off the top of their heads, with Meg conceding “I feel like Ireland is vintage, and charity shopping is such a big thing.” In terms of other, international brands that we should be looking out for, Ganni, is one of the girls’ favourites. When it comes to actually selecting brands to feature, Meg explains it is important that they all like the garments they are promoting. “Ganni would be one of your favourite brands – so I suppose even like…just being like: “This is my favourite brand, I invest in these pieces because I know that they are sustainably produced andit’s worth doing” – so it’s just nice sharing that because, I suppose, not many other people may know.” Other brands of mention? “Reformation (in London); Kitri, they’re English I think? Rixo is English too. And Ganni is Danish.” add Sadhbh. They also cite biodegradable underwear brand Fruity Booty and Stripe and Stare too, the latter of which is generally cheaper than Victoria’s
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Ensuring that the brands and garments they feature are ones they themselves would wear
seems to be central to their message: that just because it’s second hand or eco-friendly, doesn’t mean it can’t be stylish and on trend. “This is something that we try and promote with our page and what kind of started it for us, is that they’re actually stylish clothes,” says Meg. “Because a lot of people think “Oh, sustainable is boring” like, a boring t-shirt or jeans. Whereas these brands are really showing you how you can be stylish and on trend but still be conscious.”


UCD’s societies are also doing their bit to help the sustainable fashion industry in Ireland, they tell me. UCD Surf Club, for one, are holding on to their old wetsuits to be turned into handbags. “There’s a woman from down the country somewhere and she’s making handbags and stuff from old wetsuits and stuff.” says Meg. “Because she was like, “When wet suits are finished, there’s nothing to do with them” – and that’s such sturdy material.”


So what is the main thing they want people to take from Glasfashion? In short: it’s quality over quantity. “I know a lot of people ask us, like, why we promote designer…I don’t know, more expensive brands on our Instagram and I think it’s because we know that they’re good and they’ll last. I think that’s why people think “Oh sustainable is so expensive” but no, it works out the same because you’re buying less, but better quality things.”

Follow the girls on Instagram for more sustainable fashion updates: @glasfashion.ie