Cofounder Ariel Azoff wanted to showcase high-end, sustainable fashion and defy the stigma of eco-fashion. What’s that stigma? On Modavanti, which comes from the Italian for “fashion forward,” product listings include badges with their origin: organic, recycled, fair trade, energy efficient, handmade, or made in the USA. When shoppers make a purchase, 2 percent of sales revenue is donated to nonprofits Charity Water, Nest, or 19th Amendment. Azoff, who created fashion blog Heartsleeves, has noticed the rise of sustainable fashion lately. H&M has its Conscious Collection and claims to donate clothes to charities and educate Bangladeshi workers on their rights. Gucci announced shoes called Sustainable Soles for its pre-fall 2012 collection, which use biodegradable bio-plastic. And Manolo Blahnik has a new shoe made of fish skin and cork. Modavanti sprouted in Cairo, when Azoff and cofounder David Dietz both worked for human rights organizations. “We were getting a little frustrated about how hard it is to really feel like you’re making a difference,” she explains. Now, with any luck, they will be contributing to charity while making their socially conscious comrades more stylish.
