Never has sustainable fashion been more topical as we become much more aware of the negative impacts of fast fashion. More of us want to know how to take positive action but struggle to find the information we need. Enter! A brilliant new Irish website that aims to demystify sustainable fashion and provide honest information to help you make informed decisions.

We spoke to the founder of, Linda Conway, about how she became interested in sustainable fashion, her dream interview and her upcoming event in Dublin!

PH: Firstly, tell us a little bit about yourself.
Linda: My name is Linda Conway,and I’m the founder of I’ve worked in the fashion industry for about 8 years and I started to question clothing – how could I buy a dress for the same price as my lunch? I had an itch to learn more so I studied a masters focusing on ethical fashion and sustainability for my dissertation.

PH: What is and how did it get started?
Linda: After I finished my master’s I was still curious and when I started talking to people, I saw others were curious too. There was a community who wanted to know more and make a change and I wanted to be part of it. That’s why I started Stiall. After about a year of trying to decide on the name I launched the site. I wanted to create a place where consumers and those with an interest could gain honest and fair information on brands, social policies and environmental responsibilities. Ultimately I wanted to help myself and others make better fashion choices. People have been incredibly supportive and it’s so encouraging. I think often, sustainable fashion is put on this unattainable pedestal and I wanted to be a part of changing that.

PH: What is your opinion on the fashion industry today?
Linda: It’s a mess. it’s the second most polluting industry in the world and let’s not ignore that in a lot of cases the people making our clothes don’t have a living wage. Changes need to be made. Consumers have to vote with their wallets.stiallchallenge30-days-30-items-e1501148486110

PH: Do you think we’re becoming more aware of the impacts of fast fashion?
Linda: I think so. Once you see the large fashion retailers getting involved you know there is a market for this. Think of the difference in wardrobe size between now and 80 years ago – we have too much stuff! Charity shops are filled with once worn or never worn pieces due to the disposable attitude to fashion that’s all too common now.

PH: Who would be your dream person to interview and why?
Linda: Livia Firth, 100%! She’s made a  huge impact and introduced green fashion on a global scale. An incredible human making such a big impact.

PH: Where do you see in five years’ time?
Linda: That’s a tough one! I have hopes for Stiall but ultimately I just hope it helps people make better informed decisions with their fashion and lifestyle choices.

PH: What is your top tip for a more sustainable wardrobe?
Linda: Buy less, buy better. Question your purchases origin and always make sure before buying that you will wear it at least 30 times, otherwise it’s a no!

PH: Can you tell us a little bit about the event you are holding this
Linda: We’ve teamed up with Skinfull Affairs on Exchequer Street to invite sustainable fashion enthusiasts to come and find out more about leading a sustainable lifestyle. It’s going to be a fun evening and we’ve got an exciting little showcase too, all to be announced soon. Propercorn are kindly supplying snacks and the the team at Skinfull Affairs will be on hand for beauty advice and goody bags!

PH: Finally, how can we keep up to date with Stiall?
Linda: Follow us on and @_stiall_ on Insta! We’re on Facebook too!

You can find out more about the Stiall Event here.