Photo: Courtesy of Madeline Ritaccio
It is notoriously difficult to be sustainable in the fashion industry, and as entrepreneur Madeline Ritaccio attempted to make ethical decisions in her fashion choices, she became increasingly disillusioned. Brands claiming to be environmentally forward were not, and shopping fast fashion was almost unavoidable. In 2019, she decided to take matters into her own hands, launching her own shop, SENSE of SHELF. The online re-seller highlights eco-friendly, BIPOC, and size-inclusive brands. But, rather than merchandising a label based on their company mission, SENSE of SHELF evaluates each product individually– in order to create the most transparent shopping experience possible. Ritaccio hopes for her site to provide a platform for brands that are inclusive, equitable and engaged. She nicknames her customers “Bold Babes” because SENSE of SHELF believes that deciding to shop conscientiously is “pretty fucking punk rock.” The Cut spoke to Ritaccio about the ethical