Agatha Lintott began her foray into the fashion industry at the tender age of sixteen. Starting her career as a model and moving onto buying, Agatha’s exposure to different aspects of the fashion industry brought her to the realisation that something needed to change with her relationship with fashion and consumption — and this was how the Antibad Store was born.
We sit down with Agatha Lintott and chat about the philosophy that drives the Antibad Store, from carbon neutral shipping to their quirky remote offices. Not only is the Antibad store a gorgeously curated platform for emerging talent in sustainable fashion, they quite literally sell products that are “Anti-bad”. An ode to good quality season-less products that are well made and made to last. Through the Antibad Store, Agatha Lintott is slowly changing perceptions about sustainable fashion — through something as simple as a beautiful recycled fishnet swimsuit or a pair of vegan suede Rafa sandals.
Tell us a little bit about yourself and your background? What inspired you to create Antibad Store?
I’ve been working in the fashion industry since I was 16, from modelling in my teens to more recently, buying for luxury fashion houses. This has been a huge personal journey for me. Coming from the fashion business and being exposed to many sides of the industry; I felt that I needed to change my relationship with the consumption of clothing. Wearing ethical clothing is generally still seen as basic and uninspiring. It is harder to find and is often perceived as more expensive. Antibad Store takes all of that hard work away. We have selected what we feel are the very best contemporary ethical brands together on one platform, beautifully curated, and offering a convenient and affordable alternative. Antibad is a platform for discovering the next big thing in emerging sustainable fashion.
How important is sustainability to the ethos of Antibad?
We are a new start-up and have been able to build sustainability into the core of every business decision and brand partnership we have made since the beginning — from the brands we represent to our ethical bank and recycled packaging!
Antibad is decidedly NOT a fast fashion brand, how do you go about finding the right brands to partner with?
We do a lot of research! Our brands are high-quality, Eco-friendly, and are fair trade or direct trade — our designers know where their materials come from; and know their makers personally.
What would you say was Antibad’s retail philosophy?
Over half of our brands do not follow the traditional seasonal cycles. Promotional sales in general are a big no for us. As a price should be fair and representative of the work that has gone into it. We focus on carrying season-less products that will not get marked down after six-months. It’s really important that the pieces we carry are high quality and will last for many years. Every piece on Antibad has been chosen for its fine balance of design, quality, price point, and ethics.
Antibad is committed to fair trade and Eco-friendly products. In what ways does Antibad reduce its carbon footprint?
To start with, Antibad is a carbon neutral company. So for every tonne of CO2 we produce, an equivalent amount of CO2 is saved through verified emission reduction projects. Reducing, re-using, and recycling are key — all our products are shipped in minimal recycled packaging; and many of our brands work with recycled fabrics, materials, and finishing. We’re a small team and are often found working remotely from home, libraries, or cafes!
Today, sustainability is more important than ever, with fashion brands becoming more and more concerned about their carbon footprint. What role does the fashion industry play in the effort to minimise our environmental impact as a species?
We need to make significant change, not only in the design and manufacturing processes, but also in the way we market products in the media. Ultimately, we need to reshape our relationship with consumption and ask ourselves what do we value? In the not-so-distant future, I hope we won’t hear about the new ‘it’ shoe but instead hear of innovation and craft, that ultimately will hold way more value.
As consumers, how can we make a difference in protecting the future of our planet?
I would say, start by asking more questions around the provenance and the lifecycle of the objects you buy. Use your own purchasing power to support brands that are pioneering positive change. We invest in food for our communities and our health, by backing people disrupting the fast-food industry. This is what we’re doing in fashion terms with Antibad. All the products we’ve curated on Antibad are part of the movement in different ways, from closed loop production to vegetable tanned leathers. By investing in these brands, I feel we’re putting our money in the right hands.
Interview by Hannah Tan-Gillies
Portraits by Curtis Gibson