New Mother Sets Up Online Store to Sell Stylish and Practical Eco Fashion

New mother, Swee Whitehouse, does not think it is enough her family is switching to a more sustainable lifestyle. She is on a mission to convert the world to eco fashion.

London, United Kingdom, July 28, 2007 --( Green Trading announces the launch of its eponymous online store,, that sells fine organic and ethical clothing for women, babies, children, and men as well as natural and organic skin care.

The store celebrates the launch with an opening sale on Loomstate designer wear and Amira fairtrade fashion.

Owner and manager, Swee Whitehouse says, “When I became a mother, I wanted to switch to a more sustainable lifestyle. When I couldn't find stylish and practical eco-fashion that would suit my busy lifestyle, I decided to set up my own online store."

According to Swee Whitehouse, there are a large number of ethical labels sold online that were short on style or were beautiful but un-wearable in everyday life.

She adds, "There is a gap in the market for fashionable everyday wear that is eco friendly. I want to make stylish and easy to wear eco fashion accessible to UK shoppers. The organic fashion market will only take off when eco fashion becomes easily available to UK shoppers."

Online ethical fashion sales are set to increase dramatically over the next few years. According to the Co-operative Bank’s Ethical Consumerism Report 2006, ethical clothing sales rose from £23 million in 2004 to £29 million in 2005, an increase of 26.1%. The e-commerce industry body, Interactive Media in Retail Group (IMRG), anticipates that online retail spend will increase from £42 billion in 2007 to £78 billion in 2010.

For further information, contact:

Swee Whitehouse:, 020 8847 1269

About Green Trading

Green Trading is an online retail store offering fine-quality organic and ethical clothing for women, babies, children and men as well as natural and organic skin care.

About Loomstate

Loomstate's hip casualwear is designed by Rogan Gregory, who also designs Edun, Ali Hewson's fair trade designer label.

Beautifully made from 100% organic cotton by fairly paid labour, Loomstate is one of the original sustainable fashion labels and has been featured in fashion magazines like In Style, Vogue, and Elle amongst others. Loomstate's designer chinos are exclusively available online to Green Trading.

About Amira

Amira produces fairly traded pieces from certified organic cotton and surplus textiles that are sourced by hand from India. Each piece of the fair trade collection, exclusive to Green Trading, is tailored by hand in a small workshop in Delhi, India. The pieces available on the website is exclusively available to Green Trading.

About Swee Whitehouse

Swee Whitehouse is a Web consultant who has more than ten years experience in the Internet Industry and has consulted on large-scale web projects both in the private and public sector.

Green Trading
Swee Whitehouse
+44 20 8847 1269