Savvy Meets Sustainability: An Interview with the Founder of CeKo UK
CeKo is a young business with an exciting and innovative approach to encouraging sustainable and ethical fashion decisions. I had the joy of chatting to the founder Célia Matthews about her venture. Célia is a 21-year-old student from London with an inspiring drive. Despite a job placement in Paris being made impossible due to the pandemic, she did not let this hold her back. She created the CeKo platform from the ground up whilst also working as a full-time intern for Vodafone. Undoubtedly a young woman with awe-inspiring and infectious gusto. Here’s what she had to say about her experience starting the organisation from the ground up.
What is Ceko?
CeKo is a fashion directory of sustainable and ethical brands. It’s a site to help people support brands who care about their environmental and social impacts, while still enabling customers to maintain their style.
How did you come up with the idea?
I was inspired by my own struggle to find sustainable and ethical brands. When I first Googled ‘sustainable and ethical clothing brands’, I was thrilled to find a vast array of options. I then realised that not every brand presents its ethics quite so truthfully. I was falling for greenwashing, the phenomenon that occurs when a company makes it seem like they are doing more for the environment than they really are. They’ll use lots of vague buzzwords like ‘natural’ and ‘eco-friendly’, all while lacking evidence to really back these claims. In order to find genuinely sustainable and ethical brands, I realised I needed to do a lot of research.
The next problem was cross-comparing items between different brands. I felt overwhelmed with excessive amounts of tabs open on my computer, which often lead to me just giving up. Another issue I had was searching through lots of brands which didn’t feel aimed at young adults until I finally found a few which matched my style. I started to wonder if I would have to sacrifice fashion for sustainability, a stereotype I think is often associated with sustainable fashion. I once asked a friend, ‘What comes to mind when you hear sustainable clothing?’, and they answered, ‘A sack dress.’ I found myself guiltily longing for the simple user experience of mainstream fast fashion websites, where most items would be of a consistent style. So that’s when I thought of CeKo.
What’s the inspiration behind the name?
I wanted something that was short and memorable but still meaningful. I chose CeKo because it sounds like seek eco while still being concise and fun.
Célia Matthews, CeKo founder. Illustration by author.
What are some of your future goals for Ceko?
I’d love for CeKo to grow and reach more and more people. I want to help people to find the brands that care, and I’d also love to continue to add more brands, especially smaller ones, and give them the visibility they deserve.
How would you describe the CeKo aesthetic?
I would describe itc as trendy, classic, and timeless.
Why do you think slow fashion is so important?
It provides an important alternative to fast fashion. The fashion industry relies on a continuous supply of products across the market to keep up with manufactured trends and relentlessly keep us buying. But this constant supply comes at a price; according to the World Bank, if we don’t do something to stop it, the fashion industry is expected to contribute 50% of the world’s global carbon emissions by 2030. Slow fashion, clothing that is produced on a smaller scale and on singular demand, provides a more sustainable approach to clothing.
How do you pick brands for your site?
We look for brands that fit the style of CeKo, and then we get in touch with them to check that they are completely transparent about their production processes, material sourcing, and the treatment of their workers.
What are your three favourite items on the website?
The Spaghetti Top by Beatrice Bayliss
The Leo High Cut Bralette by Hara the Label
What is one thing everyone should do to shop more sustainably?
Try to buy secondhand wherever possible!
What film character best embodies the CeKo aesthetic?
I’d say Rachel Green from Friends; her style is elegant and timeless. It’s been nearly 30 years since the show, and I’d still wear all her outfits!
If CeKo was a cake, what type would it be and why?
A wedding cake, because it’s classic and, just like a wedding cake, has many layers to it, incorporating style and education into conversations on ethical and sustainable fashion.
If you could only wear one outfit forever, what would it be?
Denim jeans and a white top – you just can’t go wrong.
Who is your ultimate style icon?
Françoise Hardy; she’s French, she’s chic, and everything she wore in the 1960s is still effortlessly cool nowadays.
What do you think is the most common misconception about sustainable fashion?
That it isn’t trendy!
What is your favourite place to buy clothes?
CeKo.uk ;)
How can people find out more about slow fashion?
We have lots more information on our site under ‘CeKo’s Values’, including a material guide! I’d encourage people to have a look there, or email us at hello@ceko.uk for more information. We’re always happy to talk slow fashion.
You can see the result of all Célia’s hard work for yourself at https://www.ceko.uk.
