Posted 1 year ago

Discover truly sustainable fashion alternatives in real-time for free.

VIEW HERE (Chrome)

Winner in ‘Fast Company’s World Changing Ideas Awards – Fast Company

Vogue YOOX Challenge: the future of responsible fashion Finalist – YOOX

Mayor of London Entrepreneur Programme Finalist – RCA

Undaunted’s The Greenhouse for Climate Positive Startups at Royal Institution & Imperial College London

SHADE is the world’s first shopping tool to offer truly sustainable fashion alternatives across every shopping website in real-time. Advancing the latest in AI technology, the award-winning Chrome add-on matches any fashion product to a sustainable, similar-style version in just a single click without having to leave the browser page.

Download SHADE: Find Sustainable Fashion for FREE. (BETA)

SHADE is the response to a shift in consumer behaviour to be more mindful of their fashion choices. Utilising AI to streamline the user experience, the innovative Chrome extension takes the guesswork out of brand credentials, enabling consumers to instantly find a sustainable match. SHADE highlights the most exciting and planet-friendly items from vetted sustainable brands that customers will love. 

“SHADE seamlessly embeds itself into the user’s shopping journey to find sustainable alternatives in real-time. We believe customers shouldn’t have to make decisions when they’re limited by choice because sustainable fashion is attainable, the right match exists, and we can find it!”  – Fatimah El-Rashid, Co-Founder & CEO

Consumers are increasingly looking for sustainable alternatives before buying a product. Between 2020 – 2022 Google searches for sustainable fashion nearly tripled (source: Google Trends), making sustainability one of the most searched-for terms in fashion today. SHADE offers customers eco-friendly and ethical choices from hundreds of sustainable retailers so they can find the perfect match without compromise.

SHADE is developed by SHADY.CLUB founders Fatimah El-Rashid, Jenny Hu & Sille Eva Bertelsen. What started out as a whimsical idea between friends has turned into an award-winning and captivating product, set to revolutionise the way people shop.


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