What About Sunderland? E-commerce brand launches sustainable line

A fast-growing online fashion retailer has launched its own brand of sustainable women’s clothing after expanding its footprint in the North East.

Sunderland-based e-commerce business, What About This?, has recently invested in a new head office and warehousing space in the city.

The news coincides with the recent hiring of head of creative Kat Quinn – a former stylist at Pink Boutique – and an investment in new inventory monitoring and processing systems.

Led by digital marketing specialist turned entrepreneur, Laura Middleton, What About This? employs a team of seven full-time members of staff and fulfilling more than 3000 orders per month to customer across the UK, USA, Australia and UAE.

Laura said: “As a business, we pride ourselves on being relatable by not trying to be anything that we’re not. We’re transparent in the fact that we wear the clothes ourselves and use the girls in our team as models whenever we promote our products.

“As for our range, our focus is on providing stylish and beautiful clothing for everyday women, as opposed to being just another ‘Instagram-perfect’ brand, and our own range – which we hope to launch in the spring – will give us the freedom to design products that we know our customers will love and are in-line with our company mission.”

What About This? is also launching a sustainability pledge – What About The Environment? – as part of this mission, in a bid to help tackle the fast fashion crisis.

The campaign encourages customers to not only re-wear their clothing, but also to sustainably recycle them once they reach end-of-life or even to sell them to other members of the What About This? community.