From the outset, when I started to develop the concept behind babygod, my idea was not to create an ethical men’s clothing brand but to create a men’s clothing brand with ethical credentials. I think there is quite a difference between the two. The latter being the way I feel all business should be carried out. Being ethical shouldn’t be an additional selling point for any company it should be it’s first principle.

I think that what is happening in the ethical clothing industry at the moment is great, and the industry is expanding year on year, but it still isn’t viewed as mainstream fashion. Until the ethical fashion industry can compete on an even playing field with high street stores it will always be seen as a niche market.

By considering babygod as a men’s clothing brand and marketing the company in such a way that doesn’t over emphasize its ethical credentials I am endeavoring to dispel the consumer view of the industry as being full of ‘tree huggers’. It’s a bit sneaky but I like to think that by getting people interested in the clothing, I can slip the ethics in through the backdoor.

babygod is not about making sacrifices from either an ethical or consumer point of view. The look and feel of every garment is of the same quality and high standards as any top end high street label, and the cost of one of our men’s T-shirts is also comparable.

What shocks me, now that I have been involved in the whole process of product development, and procurement, is how little it costs for some large fashion stores to produce their garments. When I see T-shirts selling at £5 I feel a little sick. I can’t produce organic clothing at that price, let alone sell it!

Babygod doesn’t profess to being the cheapest men’s retailer around but I certainly don’t believe in charging people over the odds for the organic badge as I want to take a side step from the perception that in order to go green you have to pay more for it.

I think that anyone who is thinking of setting up their own business, whether they sell clothing, food, or any other goods should be considering the environmental and ethical impact they have on the planet and its people. We have a great opportunity in our society today to improve not just our own lives, but the lives of those whom our actions impact upon.

The cotton used to make each babygod garment is produced in India, without the use of chemical fertilizers and pesticides. Every purchase from the range drives the economy in local farming communities in Gujarat India, and helps the land to stay chemical-free which improves the health of the villagers as well as their livelihoods.

The initial range is admittedly small but babygod will grow over time to incorporate more t-shirts, jeans, sweatshirts, and other men’s clothing items. I’m particularly excited at the moment as babygod is in production of its first line of men’s organic cotton underwear. Very stylish and something just a little bit different, so you will have to watch out for that.

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