CARE IS THE COMPASS THIS IS...LINDA O’MALLEY, FOUNDER - this is willow
By: Janice Ronan
Leading with clarity of vision and a deep rooted dedication to normalizing sustainable design, care for both people and the planet is at the core of the this is willow brand.
Proving that a small batch can make a big impact.
Feminine and flattering, unique pieces are designed and produced in Toronto using the highest quality of ethically sourced fabrics including EcoVera and linen. Constructed to last, this is willow pieces are a beautiful and timeless addition to any capsule collection with sizes ranging from XS through 2x.
We caught up with Lynda O’Malley, the Founder of this is willow to gain a glimpse of where she started, where she’s going and all of the wonderful initiatives in between.
Reflecting in time, where did your personal journey with sustainability begin? What sparked the interest?
“My journey with sustainability began in childhood. I spent my summers playing in and around the creek and in the woods behind my house. I watched nature shows when I visited my dad. I’ve always had a big heart for nature and people - I think that’s what drove my interest. I went to the University of Toronto and got a double major in Environmental Studies and Anthropology. I followed that up with a Masters of Environmental Studies from York University.”
Do you think the current established fashion industry can pivot to be sustainable, is it possible or do you think brands need to start over from ground zero?
“I have my doubts here. The scale of the fashion industry today, the low costs demanded (and in many cases needed) by consumers, the churn of fast fashion designs, etc… All of these factors put pressure on the system to keep going - the industry is so big and so fast, that it’s got its own momentum. It will take a lot of work to turn that ship around. But small and micro businesses are the future of fashion, small batch and made to order business models, and the reuse economy will play a large role in increasing the proportion of sustainable options available to consumers.”
What is a typical day in the life of a sustainable, slow fashion designer?
A day in my life can include a lot of things. As founder, I currently wear all hats in this business. I might be planning and creating posts for social media. I might be sewing, attaching labels, packing orders, researching and sourcing sustainable components for my designs, setting up digital marketing assets or tweaking our website, planning for Startup Fashion Week and upcoming markets, writing and posting blogs, among other things.”
What are some of the biggest challenges you face when designing and bringing your brand to market?
“To be honest, I have struggled to keep costs low. As a (very) small batch producer using sustainable materials in the designs and packaging, alongside designing and producing in Toronto itself, I cannot apply economies of scale to sourcing and production that could bring my costs down. That’s tough - I had hoped to have a more accessible price point. However, local production is so important to this is willow as a brand, alongside using sustainable components.”
How can someone start or improve their own personal commitment to living a more sustainable lifestyle? Where can they begin to familiarize themselves with the environmental impact of apparel?
“I think an easy first step to living a more sustainable lifestyle would be to walk more, bike more, shop local, eat less meat, and buy with your heart. Ask yourself, do you really need this? Who made it? Where was it made or grown? Buy second hand as well, and when you buy new, try to think about how many times you will use the item, and consider where and how it was made. To familiarize yourself with the impact of apparel on people and the planet, follow organizations like Fashion Takes Action, Fashion Revolution, Slow Factory, or follow thought leaders like Aja Barber.”
What is your projection in terms of the fashion industry and sustainability – where are we now and what do you see for the future of retail and design?
“In terms of industry sustainability - we’ve got a long way to go. As mentioned earlier, small and micro businesses are the future of fashion, small batch and made to order business models, and the reuse economy will play a large role in increasing the proportion of sustainable options available to consumers. I’m also excited for new innovations that help track a product through its lifecycle like EON, materials innovations like Alt Tex and tools to enable supply chain transparency such as Ulula. I know I’ve said we have a long way to go to make fashion more sustainable, but I don’t think this is an insurmountable challenge.”
What keeps you inspired?
“I am a strong willed woman. I am very mission oriented. I think of my kids, the next generation and I want to do my part to make the world for subsequent generations a liveable world. I think if enough people take action - making, doing or supporting - then we can slow the social and environmental devastation that our fashion industry leaves in its wake. The more people that join a mission to leave a better world for both the human and non-human world, the better off we will all be.”
What is on deck for you?
“this is willow is going to be a part of a few markets this fall. We also are launching a maxi dress design, and some accessories - scarves and scrunchies. In 2023, we plan to go through the B Corporation certification process.”
Describe your personal style.
“My style is very feminine. I embrace my femininity in my style. I wear dresses four or five days out of the week. I also love to support small local businesses alongside larger sustainable fashion brands. Consignment and second hand shops are also a favorite. I am not afraid to re-wear, repeatedly, loved clothes.”
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