About us

Sustainable concept store, India Em was founded by mother and daughter team Nicki and Meg.

Nicki has a strong background in fine art and recycled textiles and Meg a background in slow-fashion advocacy, ethical styling and writing. While searching for vegan children’s products, we noticed that sustainability was often left on the back burner and we found it increasingly difficult to purchase something that made a positive impact. This was the moment we realised we wanted to do something meaningful in the slow-fashion space.

Our aim is to slowly become a hub for smaller sustainable, ethical and vegan children’s brands and the hope is that our small, curated collections will be passed down to siblings, children’s children, or shared with friends.

Slow Stitch is our label and we up-cycle second-hand children's clothes and lovingly hand embroider them using recycled threads with climate change, sustainable/green and vegan slogans. We believe that supporting a circular economy is one of the best ways we can sustain our planet.

As a brand. we're big on supporting smaller brands and their people in building future skills; charitable causes that are in-line with our views and empowering people to make positive changes for our planet.

We sell online and at festivals which support vegan, sustainable issues and fair trade.

At India Em, we value a circular fashion system and we realise that the current linear fashion system is a broken one. We feel that existing fashion should be seen as a valuable resource. Our philosophy is to keep fashion in circulation through swapping, sharing, mending or on-selling.

As our beautiful vegan collection of Small Lot shoes are new, we’ve come up with a way of keeping things circular. So, if you send a pair back, we’ll make sure a child in need gets them. Or if you snap a picture of a pair being passed on with the #keepitcircular we will automatically offer you 15% off your next pair.


 Meg & Nicki x 



All illustrations by the very talented @carissatanton