Editor’s Note: In honor of Earth Day, we asked Alicia Erb, owner of VIDA STYLE to talk about sustainability in fashion. Style is often seen as the opposite of sustainable, with ever-changing colors, cuts, and looks. But, there are ways to approach style more sustainably. One that you often read about from our contributors is investing in timeless pieces that will last. Another is shopping secondhand. Here’s Alicia’s story on sustainability and style…

Long before I even knew what sustainable fashion was, as a tween, I was an early adopter of buying secondhand. Having come from a family of six kids, my parents had to be creative in finding ways to clothe us. At first, there was resistance because we were used to shopping at the mall. But then it became a game for us to find cool clothes for under a dollar. Fast forward 30-some years later, I find myself owning a consignment shop that focuses on “different and delightful” fashion, shoes, and accessories for women and men. VIDA STYLE is located at 210 N. Lee Street, inside a mini-mall, where residents with the most epic closets from Old Town to Georgetown come in with their gorgeous wardrobes hoping to forward their delights to others. Since opening, I have connected with a community of ardent sustainable fashion lovers who are passionate about preserving our precious earth’s resources.  

Before I jumped into the retail lane, for nearly 20 years, I worked for the credit union industry as a marketing and engagement executive. I mastered the art of studying human behavior and leaning into customer pain and passion points. I also found that giving superior customer service is one of my superpowers.  I loved everything about being in my credit union space. But after turning a milestone birthday during the COVID-19 pandemic, I began to question my “personal why.” I felt unsettled and restless with my life and needed to answer my life’s calling – to help people in a significant way. 

After a solo road trip to Maine and much soul-searching, I realized that I love being in the service of people, helping them with their pain points, and solving problems for them. I also love our environment and preserving what is already here for as long as possible. So, I married all loves and landed on helping people with their consignment needs and helping other small business owners on their entrepreneurial journeys by giving them store space to sell their handcrafted gifts. 

Since launching, I have met consignors who want to be a part of a movement that allows them to be accountable to our earth’s resources. They want to act responsibly by disposing of their clothing, shoes, and accessories. I also support consignors who tell us they feel they have excess and want to free themselves of having too much and sharing it with others. 

I wake up every day with a deep sense of purpose and personal fulfillment. I have joy in my heart knowing that I have the opportunity to help someone find the perfect outfit that will make them feel like a million bucks. I will help someone feel less guilty about having too much in their closet. I will help someone quit their job to live out their true calling to be an entrepreneur. Every day, I get to be a part of a sustainability awareness movement that is helping to reduce pollution and waste.  

EarthDay.org reports that 47 million tons of textiles are burned into the environment or end up in landfills. A recent resale industry report says the U.S. secondhand market is growing 16 times higher than general mass apparel retail and is on its way to doubling by 2026, reaching $82 billion. That is staggering. That is change. That is good. What’s also good is that buying secondhand clothing instead of new reduces our carbon emissions by an average of 25%. 

I’m one of five consignment shops in Old Town. I always tell my customers that if you can’t find it at VIDA STYLE, I want you to find it at one of the other shops here. I am here to support a cultural shift and conscious consumerism. And I believe my counterparts are too.  

As Earth Day approaches, join me in giving our planet a special hug by supporting sustainability. Consign something on Earth Day. Sign the Fashion Industry Must Change Petition. Or plant a tree on Earth Day. We at VIDA STYLE will do all three. And we can help you do all three, too. From now until supplies last, VIDA STYLE will be handing out tree seeds. So, please stop in to say hi and get ready for Earth Day with us. 

Happy Earth Day!