Naive Fact: Just because we don’t consume flowers and clothing, doesn’t mean the pesticides (like methicarb, paclobutrazol, and primirarb) aren’t able to absorb into our earth and our skin after production.In our everyday efforts to upkeep our style with what’s new and hip, it’s easy to overlook the underlying factors in fashion that plateau in between. These days, the media still invincibly floods our sight with a plethora of wishful top brand grabs; and mind you alongside the portrayal of 20 inch waist blondes or 6 footer abs of “everyday people” to go with it. We can’t help but fall trap to the betrayal of obsessive consumerism; the constant need to up one another on the latest trends of the big name retailers.As such is our lives in fashion, the fixation of feeling on top of the world ensembled in the newest top dollar couture leaves us all (and myself included) ‘naive’ to the fact that we may just be fooling ourselves.Straying from a large collective is director and founder, Joscelyne Shroeder of Naive Boutiques -a one stop online shop in healthy fashion- who takes into consideration the environment when choosing what to wear.”I didn’t like knowing how some of the clothes we were wearing did harm to the environment.” Says the graduate of John Casablanca’s Creative Arts and Business Program. “As a child, i was into fashion but i never really thought of designing clothes.” Joscelyne explains. “One day I just thought, forget it, I’m going into fashion design.”Upon graduation she quickly gained knowledge into aspects of business, taking on managerial roles at a boutique that was once standing in the heart of Whiterock, BC’s downtown district – Pink. After quickly gaining resources into what she was promoting, she began to fall distant with the idea of selling products she couldn’t proudly stand for.”I found that fashion and nature just don’t jive well with each other. I thought, you know, all this stuff is made in china, from materials that are horrible on the  environment, I had no buying power in the store so…i couldn’t control it. I felt horrible trying to sell this product to customers knowing it wasn’t good for them.”Explains Joscelyne. “…And so i thought, I’m going to build my own store.” Inspired by fashion andnature, as well as keeping in mind concerns for abundant accessibility, www.naiveboutique.com was launched in June of 2010.

Naive Boutique is a beneficial open door to not only consumers, but retailers for exposing the idea to dress in style while sustaining our universal home, planet Earth.The online shop carries many brands of organic and sustainable clothing and accessories, like Lav + Kush, Nixxi, and Me+You (just to name a few), Joscelyne hopes to lead the ladder as she’s noted on her eco-fashion blog, to “ultimately inspire and educate online shoppers in North America about an environmentally conscious lifestyle.”It’s never too late to start.__________________________________________________________________________________________http://www.naiveboutique.com – “Beautiful fashion naturally.”Written by: Katrina Peralta