The Great Shakes was borne of the recognition that the fashion industry, characterised by growth, cannot be sustained as it is currently the second most damaging industry to ecology and the environment.
Resource - both human and environmental is being exploited and depleted at an alarming rate.
The Great Shakes offers an antidote to fast fashion, incorporating the founder's pledge and manifesto, and inviting individuals and entities from every corner of the fashion industry and retail to get involved.