Emma Inns is a 29 year-old entrepreneur and fashion-lover. She lives in Ottawa, Canada and owns Adorit, her own boutique, but that’s only part of her story. Because of her passion for ethically-produced, fair trade fashion, she has created a niche in the Ottawa market where sellers and buyers come together for a great green cause.
How long have you been in fashion? What brought you here?
I was always that kid who wore the craziest outfits to school and was always combining things to create funky one of kind "Emma" outfits as my mum used to call them. I officially opened Adorit in 2007 and that is when I really got into using old pieces, and creating new ones… that are all unique and one of a kind.
What is the background behind Adorit’s beginning?
I had always dreamed of traveling. […]In 2000 I went to India for [one] and half years, then returned to Canada inspired and wanting to go back to Asia as soon as possible to help the people there in some way. I decided studying would be a good idea so I went to school for tourism and got a job right out of school doing Eco tours in China. I worked there for a season and really didn't feel totally fulfilled and was soon offered a new position in Tibet. I fell in love with Tibet and it's (sic) people and began thinking about ways to help the people there.
Along with a friend [I] decided to do micro-loans for some of the villages in Tibet and create work opportunity programs to help with poverty in Tibet. After three years of goods being created and sold to different members of travel groups, we saw that things were really taking off and we needed to create a bigger market for our products. I again returned to Canada and set up Tashi Delek, which sold all fair trade Tibetan goods. Fashion was always a huge part of my life and after a summer of selling only Tibetan stuff, I realized I needed to branch out.
That September there was a little shop that came up for rent in Ottawa's central Byward Market. I decided to do it. I researched and found a bunch of local people who were doing all recycled and reclaimed fashions. There was a shop located where we were before and they had carried a couple lines that fit with the Adorit concept so we continued to carry them. The last part was to get some eco-fabrics in the shop such as organic cottons, hemp and PET, which is recycled water bottles. After two years, Adorit has continued to grow at a steady pace. We are always bringing in new designers and I really feel that Ottawa has a great community for likeminded people who are all very supportive of what I am doing, and therefore made Adorit a success.
How has Adorit made a difference in Ottawa? In the lives of the designers you represent?
Adorit tries to give designers with small collections a chance to get their stuff out there, get a feel for what people like and what they want to see more of. Each of our designers is very unique in their experience … but a bunch of them have gone on to take part in Ottawa Fashion Week as well as getting their collections into other stores locally and around Canada. Some have begun to take their designs on the road and have been very successful doing art and fashion events to get the word out about their fabulous collections.
What is the mission behind the store?
To help improve the lives of people around the world, especially in Tibet, and bring attention to how important recycling and remaking is to helping heal our planet.
Why Tibet?
I was blessed with the experience of living in Tibet and working there for a few years. After a short amount of time there I knew I had to do something to give back to the people of Tibet. There is so much suffering due to the political situation. [… People there] live their lives based on compassion and peace. It would be almost impossible to have the experience I did in Tibet and not fall in love with every aspect of that incredible place.
Who typically comes into the store?
The shop is divided into three sections: (1) Canadian recycled designers, (2) fair trade goods and (3) …vintage .I try to make Adorit an attraction for all ages and all budgets. Each section attracts a different group of clientele, from students to young and older professionals, to anyone who likes to wear things that no one else has. and of course … those who have a mission of only consuming on an ethical basis.
Personally why is environmentalism important to you?
The environment is very important to me and I have always been aware of environmental issues here in Canada as well as globally. In fact, when I was 16 years old, I chained myself to a truck along with others to save the great temperate rainforest Clayoquot Sound of British Columbia, Canada. I feel very strongly about how important action NOW is, to help save our planet. I think that everyday each and every person must do something good for the planet and these little things will all add up and help heal the earth from the state it is in at present.
Are there ways you strive in your day-to-day life to be conscientious?
I bike or walk to work everyday, I recycle and I am vegetarian, to name a few things. I am also in the process of turning Adorit into a carbon neutral business and I am always looking for new ways to decrease my impact on the planet and it's (sic) people.
Why is fair trade eco-fabric something you are passionate about?
I am passionate about fair trade first of all because I have visited sweatshops and (seen) unfair work practices around the world and am appalled at the conditions in which these people live and work. I have spoken to a few of these slave workers and listened to their horrible stories of mistreatment, working horrendous hours in horrible work environments. These peoples’ suffering is what drives me to do what I am doing and if I can [inspire] one person a day to [become] interested in learning more about fair trade then I feel I am trying to help the change manifest itself.
How can people get their hands on affordable eco-fabric? Is it possible right now?
At Adorit, we carry items that start at $5 and go up to $500. It is very possible no matter your financial situation; Adorit makes it possible to find something you love no matter what your budget.
Why should consumers support eco-fabric and stores like Adorit?
I feel it is extremely important for a couple different reasons — first, [they support] local businesses. This is the best way to keep your local communities thriving, especially in a difficult economy. Whether you can afford to spend $5 or $500, it doesn’t matter. Going out and supporting local is what matters the most. The second is [that] shopping at Adorit [support people in becoming individuals…] At the same time you are buying all ethical goods.
What are your thoughts on sustainable clothing becoming more mainstream?
I think it is great that more big companies are converting to using organic cottons as well as fair trade and sweatshop free practices. The world would be a much better place without sweatshops and slave labor both on a humanitarian level and an environmental level. I really feel that the more big fashion icons that turn to recycling and fair trade the more pressure others will feel to go this route…
Which designer/clothing line would you most like to see go green?
I would love Betsy Johnson to go green. I love her stuff and feel like it would make the green fair trade transition very smoothly.
What is your favorite sustainable/green lifestyle item to you splurge on?
Smashbox cosmetics and vintage lamps.
Do you ever redesign clothing or rework accessories in order to reuse them?
When I get free time, which is quite rare, I remake jewelry, clothes and bags. Sometimes just by changing the buttons on a coat you can recreate it into something incredible. Other times you need to put a bit more love into it and go crazy with remaking something.
Any other green inspirational words you'd like to share?
I learned in Tibet that if you live your life with love and compassion as your guide, all things will fall into place. I truly believe this is the truth.
