Internationally renowned eco-lifestyle expert Marci Zaroff—who coined the term “eco-fashion” in 1995—is about to launch the first size-inclusive, completely sustainable (GOTS-certified) fashion brand, Seed to Style, sold exclusively on QVC.
The apparel line, launching Jan. 29 at 5 p.m. EST, will offer sizes from XXS to 3XL, made from certified organic cotton. The pieces will range in price from $32 for a long-sleeved cotton jersey thumbhole top to $70 for a two-piece cotton dip-dyed lounge set.
“I’ve spent 25 years breaking the stigma that you have to give up style or pay a lot more for sustainable fashion,” says Zaroff, founder and CEO of ECOfashion Corp. the parent company of Seed to Style. “We lead with modern design. It’s the most stylish, affordable and authentic brand anywhere—all certified organic—from seed to style.”
The line will marry two of the fashion industry’s most in-demand trends—size inclusivity and sustainability—while offering affordability, something the televised home shopping channel is known for.
QVC seemed like a natural platform for the eco expert to debut the next chapter of her lifestyle world; her home collection, Farm to Home, launched on the channel in 2019.
“I’ve been on air about 10 times,” says Zaroff, who raised $1 million in seed funding for the fashion startup and is in the process of raising an additional $5 million in Series A funding. “We sold out our first [home] collection completely. Each time I was on air, we sold more items and then some were reordered.”
The Need For Sustainable Inclusive Fashion
Sustainable fashion should include all sizes, yet the reality is less than 20% of “conscious products” cater to above-average sizes, according to Edited.
“The future of sustainability needs to be inclusive,” noted Kayla Marci, market analyst for Edited, in the report, “How size-inclusive is sustainable fashion?” “Brands can’t rightly call themselves sustainable if they are ignoring marginalized groups, which includes size.”
What Makes Seed to Style Unique
The name “Seed to Style” literally speaks to the origin of how the fibers, fabrics and products are made, using GMO-free seeds to grow organic cotton. The products are all Global Organic Textile Standard (GOTS)-certified—considered the gold standard in the world of organic textiles and sustainable fashion. The entire line is made in India.
“We’re telling a very authentic, transparent story,” says Zaroff, author of “ECOrenaissance: A Lifestyle Guide for Cocreating a Stylish, Sexy, and Sustainable World.”
“We’re building the product from the seed to the shelf,” Zaroff says. “I spend a lot of time with farmers. And the beauty of this is farmers see the seed as life, so we’re bringing that energy of supporting human and environmental wellness all the way up the supply chain to the finished product.”
The debut collection will feature 14 styles in a wide range of colors and prints, such as tie dye, animal prints and ombre. Standout pieces include a French terry pullover, sweater poncho and short-sleeved ruched dress.
Zaroff says the demographic is less about age and more about mentality.
“The QVC customer is hearing about sustainability and organic from their children, they’re aware, the other demographic is the moms and grandmothers who want to leave the world in a better place for their children,” says Zaroff. “It’s designed to be very versatile, timeless, easy care, easy wear, comfortable and on-trend.”
The collection is designed a casual vibe—fitting with the current social climate and stay-at-home mindset.
“It’s more comfort athleisure with great fashion detail,” Zaroff says. “You can lounge at home or throw on some shoes and jewelry and go out at night. Elevated essentials.”
QVC lauded the new apparel launch, saying it brings to life a “shared commitment to both style and sustainability.”
“QVC’s long-standing commitment to doing business the right way includes protecting the environment and championing a more sustainable way to retail,” said Rachel Ungaro, general merchandise manager and vice president of apparel for QVC and HSN, in an email.
Zaroff would like to see the line expand into accessories, beauty, kids, mommy and me fashions and potentially men’s.
“The following on QVC is much more women-oriented,” she says. “This is just the beginning. We’re hoping for a longterm partnership with QVC. As an eco lifestyle expert, it’s not just home and fashion, there are other products beyond that that are part of this whole lifestyle movement.”