London’s fashion scene has never felt more alive with independent creativity and conscious innovation. The Conscious Edit, founded by Kate Grainger and Penelope Tucker, brings together a community of sustainable designers, stylists, and makers who are reshaping how we shop. Their debut curated pop-up, Unveiled, transforms Host of Leyton into a design-led experience celebrating craftsmanship, longevity, and mindful consumption. We caught up with Kate Grainger & Penelope Tucker to discuss their vision, the meaning of conscious design, and what’s next for The Conscious Edit.
The Conscious Edit’s first curated pop-up, Unveiled, is about to launch at Host of Leyton. How did the idea for The Conscious Edit first come about, and what inspired you to turn it into a real-world experience?
The idea came from a shared challenge. As early-stage fashion founders, we both struggled to find an affordable, refined platform to showcase our work in-person. There wasn’t a dedicated space highlighting local, UK-based brands working slowly and sustainably in a curated, premium pop-up format.
We’d both been exploring ways to create in-person experiences for our brands, but retail spaces are costly — so we decided to join forces. We quickly realised many other, like-minded brands could benefit from this approach. The Conscious Edit became a platform where customers can discover a thoughtful blend of sustainable brands, all chosen for their craft, transparency, and timeless appeal.
You’ve both built respected names in the sustainable fashion space — Kate with Little Black Look and Penelope with Moma Hilo. How did your paths cross, and what made you decide to collaborate on this project?
It started when I posted on Instagram asking for recommendations for beautiful pop-up spaces. Kate suggested doing it together — and the rest is history! Once we had the idea of creating a curated, consciously-led, multi-brand experience, everything fell into place.
→ Discover more creative founders shaping London’s sustainable scene.
The word “conscious” gets used a lot in fashion — sometimes without real meaning. How do you define conscious design and consumption in 2025?
It can be hard to navigate all the greenwashing out there. For us, conscious design means creating with intention — at a slower pace, with transparency and respect for the makers behind each piece. A truly conscious brand can tell you who made the item, under what conditions, and where materials come from. My own brand Moma Hilo has this mentality at its core. Conscious consumption also includes buying vintage or second-hand pieces and giving them new life — something Kate champions at Little Black Look. Every brand we’ve included is transparent about its processes, so customers can feel confident they’re investing in pieces made to last.
The Unveiled pop-up brings together a diverse mix of independent brands, from womenswear to ceramics. What connects these makers and labels in your curatorial vision?
They’re united by ethos and aesthetic. We’ve curated the space with a specific customer in mind — someone who wants timeless, beautifully made pieces that fit seamlessly into everyday life. Whether it’s a bag they’ll use weekly, a deadstock fabric blazer to treasure forever, a unique object for their home, or a vintage find, we want visitors to leave having discovered brands they’ll support and love long into the future.
Your panel talk “From Sketch to Styling” explores the fashion lifecycle — from creation to wear. Why is it so important to bring designers, makers, and stylists into the same conversation about sustainability?
Because sustainability doesn’t exist in isolation — it’s shaped by every stage of the journey. The choices a designer makes around materials, pattern cutting, and manufacturing directly impact how long a garment lasts, but that journey doesn’t end once it’s made. How we style, care for, and rewear those pieces is just as important.
By bringing designers, makers, and stylists together, we’re highlighting how connected those roles really are — and how collaboration can create a more circular, thoughtful industry. It’s about showing that sustainability isn’t just about what you buy, but how it’s designed, made, and lived in.
Sustainable fashion can sometimes feel exclusive or intimidating. How are you trying to make conscious shopping feel more accessible and inspiring for everyday consumers?
We want to make conscious shopping feel welcoming, not intimidating. With The Conscious Edit we’ve created a space where people can explore beautifully made pieces in person — meet the founders, ask questions, and learn about the transparent practices behind each brand.
We’ve curated a mix of price points and timeless, wearable designs to show that sustainability can be both accessible and refined. By connecting people directly with the makers and the stories behind what they buy, we hope to inspire a more open, transparent, and lasting approach to fashion — one built on pieces you’ll genuinely love and wear/ use for years to come.
London’s independent fashion scene is thriving, with places like Leyton becoming new creative hubs. Why did you choose Host of Leyton as the home for your first edition?
We’re showcasing everything from womenswear and accessories to homeware, candles and ceramics, so we needed a space that could hold it all. As soon as we stepped into HOST, we knew it was perfect. The full window frontage, beautiful light, and minimal interior align perfectly with our aesthetic — and Nicola (Owner of HOST) has been an absolute dream to work with.
Looking ahead, what’s next for The Conscious Edit — do you see this becoming a regular pop-up series, or even a permanent concept space for sustainable design?
Definitely — we plan to continue curating spaces that bring sustainable brands together.
We’ve also launched The Conscious Edit podcast, featuring conversations with the brands from this first pop-up. We hope it becomes a space for small businesses and conscious consumers to connect and learn. While it’s inspiring to hear from big-name entrepreneurs, there’s something special about the honesty and relatability of founders still early in their journey. Search The Conscious Edit on Spotify to hear the first episode.
Head to @the_conscious_edit on instagram to find out more about our pop-up, book your place for our panel talk and info on our launch night event. We can’t wait to see you there!