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Online Shopping Site Offers Ethical Alternatives to Big Brands The online recommendation engine and shopping site FashioningChange.com directs shoppers to "stylish, eco-friendly and ethical" alternatives for men's and women's apparel and accessories.

By Jennifer Wang

Opinions expressed by Entrepreneur contributors are their own.

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.

Founder and CEO Adriana Herrera, who launched Fashioning Change in November 2011, is banking on the belief that, when given options with the same look and price point as major brands, consumers will have no reason to shop elsewhere. The company has partnered with more than 84 emerging brands offering more than 22,000 products--up from 4,600 in January.