Kourtney Kardashian is embracing her love of sustainability in a tough market. The reality star and businesswoman is now all partnered up with fast fashion retailer Boohoo, but she’s trying to turn things around. The rival label to Fashion Nova and Pretty Little Thing has cherry-picked the 43-year-old to both be its face and release her very own clothing collection, one quickly making headlines this fall. In September, Kourtney was mocked on social media for going eco-friendly with her collab. She’s had the chance to speak for herself, though.
Picking Boohoo
Kourtney may fly around in a $65 million private jet, but the Hulu star has always been known for being in touch with nature and her roots. Back in the day, Kourtney was considered kooky for being gluten-free and going raw, but now fans are eyeing up her merch as Gen Z embraces sustainability.
Boohoo was named as one of the least sustainable fashion brands by the UK Parliament’s Environmental Audit Committee back in 2019. It’s also faced accusations of severely poorly-paid staff working in UK factories.
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Admits She Was ‘Concerned’
Speaking to The Guardian , Kourtney confessed: “When Boohoo first approached me with this idea that was all about sustainability and style, I was concerned about the effects of the fast-fashion industry on our planet.”
The mom of three continued: “It’s been an enlightening experience speaking directly with industry experts. There’s still lots of work to be done and improvements to be made, but I truly believe that any progress we can make when it comes to sustainability is a step in the right direction and will open up the conversation for future advancements.”
Promoting It On Social Media
Promo on the Boohoo Instagram ensured to feature Kourtney as buzz for the collab built up. One day before the September 13 release, the brand shared an edgy photo of Kardashian in all shades and a faux-alligator coat. She posed looking fierce while rocking her dark locks slicked back.
” 1 DAY TO GO ⚡️ BOOHOO by KOURTNEY KARDASHIAN BARKER, the exclusive collection lands September 13th,” the company wrote.
Launching Her Wellness Brand
Kourtney continues her endeavors with Boohoo amid her two brands. She is the CEO and founder of the 2019-founded Poosh, a lifestyle brand. Earlier this year, she released a line of vitamins via her Lemme wellness brand. Kourtney also stars in the Hulu series The Kardashians , joining her famous sisters and mother, Kris Jenner. For more from Kourtney, give her Instagram a follow.
