Darwin is a Jamaican-Welsh sustainability creator, sharing her journey towards living more sustainably and encouraging others to do the same.
She has built an online community of 17K across Instagram and Tiktok, sharing tips and resources for making small changes each day to reduce our impact on the planet. Content topics range from styling second hand fashion buys to advice on consuming less, avoiding plastic and appreciating what is available and affordable. Her content also focuses on her appreciation of the outdoors and practicing mindfulness in nature.
Darwin showcases brands’ sustainability - discussing their environmental and ethical standards, and easy ways to make better choices. She breaks down terms used within the sustainability space and highlights key statistics around waste and its impact on the environment.
Darwin has collaborated with brands such as Smol, Milliways, Lush, E-On, Climate Action Wales and Superdry on social content as well as partnering with Co-op and the Co-op Foundation on their Gen Z(ero) campaign, raising awareness around the transition to Net Zero and how that will affect young people. She has been featured in the Bristol Post, Business Insider and on BBC Wales and the Bricks I Did That Podcast.
Darwin has an open and honest way of speaking to camera, connecting with her community through her experiences of eco-anxiety and finding peace in the outdoors and wild swimming. She provides advice on how to make greener and more mindful choices around consumption and waste in everyday life. She keeps her content formats interesting with lighthearted interjections of positive news, rush hour crush newspaper romance stories and relatable confessions.
In 2020 Darwin founded her fashion brand Reclaimed DNA, creating unique handmade designs using only reclaimed fabrics and selling small collections on second hand clothing platforms such as Depop as well as at pop up events and markets across the UK.
Darwin aims to continue educating around sustainability and working with brands who share the same ethos of advocating for a greener future.
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Darwin on Conscious Fashion, Thrifting, & Industry Transparency with BRICKS Magazine
Darwin was invited to speak on BRICKS Magazine’s I Did That Podcast, powered by TikTok and hosted by Editor & Founder Tori West, to discuss her sustainability journey, the realities of the fashion industry, and how to adopt more conscious styling habits. With her honest and accessible approach, Darwin broke down greenwashing tactics, shared thrifting tips, and highlighted the importance of reusing and repurposing fabrics.
Darwin joined the I Did That Podcast as a guest expert, bringing her insights into sustainable fashion to a wider audience. She shared her personal journey into creating custom fashion pieces from second-hand fabrics and her commitment to advocating for fashion waste online. Darwin emphasises the importance of understanding where our clothes come from, the working conditions and wages behind their production, and the impact of textile waste on landfills. The podcast episode was shared across BRICKS Magazine’s platforms, increasing its reach and impact.
Impact
Darwin’s episode resonated with listeners who are eager to make more sustainable choices in their wardrobes. The podcast was widely shared on social media, sparking discussions about the exploitative nature of the fashion industry and racking up over 230K views on Bricks’s TikTok. By featuring Darwin’s expertise, BRICKS Magazine amplified an important conversation around sustainability and slow fashion.
Darwin continues to spread awareness and education around sustainability in different spaces, ensuring that conversations about ethical fashion reach diverse audiences. Her appearance on the I Did That Podcast reinforced her mission of making sustainability more approachable while empowering people to embrace second-hand fashion and make mindful choices in their everyday lives.
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Darwin Teams Up with Superdry to Spread the Word on Slow Fashion
In her collaboration with Superdry, Darwin crafted video content to educate her audience about slow fashion. She highlighted the importance of making mindful clothing choices to lessen our impact on the planet. With the eye-opening fact that around 350,000 tons of fabric end up in UK landfills each year - worth about £140 million - Darwin aimed to inspire her viewers to think differently about their shopping habits.
In her TikTok, Darwin shared her top three tips for starting a slow fashion journey. She encouraged her audience to buy less and choose pieces they truly love, focusing on timeless styles instead of fleeting trends. By sharing her personal experiences and promoting sustainable options, she motivated her viewers to make greener choices.
Impact
The video struck a chord, racking up an impressive 168K views on TikTok. Darwin's relatable style sparked conversations about slow fashion and connected with a wide audience eager to learn about sustainable practices.
Partnering with Superdry, a brand committed to ethical practices, allowed Darwin to contribute to the growing movement for a greener future in fashion, amplifying her mission of promoting sustainability and helping others make conscious choices.