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Online Shopping Site Offers Ethical Alternatives to Big Brands

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This story appears in the December 2012 issue of Entrepreneur. Subscribe »
Adriana Herrera's FashioningChange promotes an ethical approach to the apparel biz.
Adriana Herrera's FashioningChange promotes an ethical approach to the apparel biz.
Photo© Jeff Clark

Consumers keen on ethically minded shopping choices may want to skip out on the mall this holiday season in favor of a visit to FashioningChange.com. The San Diego and Santa Monica, Calif.-based recommendation engine and shopping site directs shoppers to "stylish, eco-friendly and ethical" alternatives for men's and women's apparel, accessories and shoes. So, instead of jewelry from Banana Republic, the site suggests accessories from Austin, Texas-based fair-trade indie brand Raven + Lily that were handmade by a group of HIV-positive women in Ethiopia.

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