WHO IS ALYSSA LAU?

Alyssa Lau is an Edmonton-based photographer and founder of New Classics, an online retailer that is home to sustainable and ethically-made clothing brands. Alyssa is at the forefront of what we hope is the future of fashion. She is committed to educating her audience on conscious shopping, championing brands with transparent business practices, and spreading the word on what constitutes slow fashion.

WHAT’S HER STORY?

Alyssa's first foray into fashion coincided with the boom of online communities in the early 2010s, when she would post artfully directed photos of her outfits on street-style aggregator Lookbook and on a blog that she ran with her cousin. After graduating from university, she found herself at a crossroads, juggling work in biochemistry research and as a retail assistant at a local boutique. Eventually, the frustration around the lack of slow-fashion options in the marketplace led her to start up New Classics. Alyssa’s mission for the company was to respond against the millions of companies that participate in fast fashion and produce clothing items made from materials that have drastic negative effects on the environment. New Classics are also committed to being transparent about the brands and products they carry and promoting awareness about issues they are passionate about.

HOW DOES SHE INSPIRE OTHERS?

Alyssa is an inspiration to us all and is featured in this week’s Woman Wednesday blog post because she is a relentless fashion entrepreneur and blogger who promotes awareness regarding sustainable fashion and environmental issues.

To find out more about Alyssa, follow @imalyssalau, @shopnewclassics and visit New Classics website.