Project Overview
Denise Reddy is the founder and CEO of Harebell Sustainable Shop. Through her e-commerce business, Reddy transformed her passion for sustainable living into a one-stop-shop for the best Latin American sustainable fashion.
Harebell is a certified B-Corp organization, meeting the highest standard of social and environmental accountability. Their e-commerce shop offers an exquisite selection of beautiful products made with raw materials that preserve their Latin heritage and help take care of our planet.
The Problem
The mass-produced, lower-quality goods manufactured by the fast fashion industry continue to negatively impact the environment. However, many consumers are not properly educated on the severity of this impact, and many more remain unaware or unsure of where or how to shop for more sustainable fashion and apparel.
To combat this issue, forward-thinking leaders in the fashion industry have to consider the outstanding issues in the fashion industry’s supply chain. Fair wage transparency, social accountability, animal cruelty, as well as body and gender inclusivity are also factors that must be taken into consideration.
Reddy highlighted these key points during her initial talks with Otter PR, hoping to position her and her brand as one of the industry’s most forward-thinking leaders.
The Strategy
Harebell Shop is a leader in slow fashion, and Denise Reddy is on a mission to create a pathway for the future of fashion with apparel brands looking to make a difference. Their main goal is to raise awareness around the way people consume fashion and help people reframe their consumption habits.
Harebell is making a difference in the community while providing stylish, yet timeless items that will last for years to come. Harebell is a Latina-owned, fully-remote company grounded in their sustainable, inclusive, and ethical values.
Each of these factors played a key role in the pitches we crafted for Reddy and her business. Our team quickly began reaching out to our media network of reporters, journalists, and top-tier outlets to gain Reddy and Harebell media coverage on the topics of fashion, apparel, sustainability, environmental impact, conscious consumer behavior, and more.
Business Impact (results)
Since partnering with Otter, Reddy and Harebell have received nearly a dozen individual pieces of media coverage in top-tier outlets such as Disrupt, Medium, Fashion 360, and LA Weekly. Through these successes, we were subsequently able to connect Reddy with a Senior Editor at Vogue Mexico when she attended a showcase in Colombia.
As a result, Reddy has been able to hire more employees to help manage her brand and its e-commerce shop, as well as add an entirely new collection to her brand’s store. Her online readership grew to an impressive 3 million and continues to climb through the message of sustainability and inclusivity that Harebell is rooted in.
Tags: fashion, sustainability
