Fashion Week season captures the glam and glitz of the urban cities that function as the capitals of fashion, such as Milan, Paris, London, and New York City. However, the fashion industry keeps moving beyond these effervescent weeks. Sustainability should never go back to the corner, not even for a week. That’s the reason why Slow Fashion Week (September, 15 - September, 21), a Brooklyn-based week-long series of workshops and events hosted by The Butterfly Club in collaboration with other fashion enthusiasts and sustainability activists, such as Studio Dem, Fole Studios, and metermoda.

The brain and soul behind The Butterfly Club and this showcase of activities is Maddie Gubernick, a fashion lover whose heart and intentions lie in making the best out of any efforts to promote and enjoy sustainable fashion.

Courtesy of The Butterfly Club. Photography by Randi Rosenblum.

How and when did you start the Butterfly Club?

During the summer of 2019, I started The Butterfly Club (TBC) as a blog highlighting emerging brands. I was working retail at the time and interviewing brands on the side for the blog. Once the pandemic hit, I was furloughed and able to dedicate more time to TBC. From there, I launched our online marketplace and opened our first brick and mortar space. 

Picture from The Butterfly Club Instagram.

Has your culture impacted the way you see fashion and the whole industry?

I’m a born and bred New Yorker, so I grew up around all kinds of fashion. While it took me a while to find my own personal style, I’ve always appreciated how much fun New Yorkers have when it comes to fashion. That perspective reminds me that while the fashion industry can be horrible, it can also be an art form (and that’s what we try to celebrate at TBC). 

Courtesy of The Butterfly Club. Photography by Randi Rosenblum.

Have you ever had access or knowledge around fashion sustainability? If not, how has your knowledge on the topic evolved throughout the years?

In all honesty, I was pretty naive to the world of sustainable fashion until my early 20s. I grew up on fast fashion, always gravitating towards trends (whether they suited me or not) and endless hauls of cheap clothing. It wasn’t until I was in college that I learned more about sustainability and then found my way to sustainable fashion. Since then, I’ve been learning as I go. 

Courtesy of The Butterfly Club. Photography by Randi Rosenblum.

Do you consider yourself creative?

Yes and no. Half of my brain is super creative, always bouncing around from idea to the next, and the other half is super practical. Part of what I love about running TBC is that allows me to be both. 

Courtesy of The Butterfly Club. Photography by Randi Rosenblum.

What do you hope to see more in fashion sustainability, especially in the e-commerce space?

It would be awesome to see more and more small brands taking over the e-commerce space. While it might be a bit silly to think we have a chance against the Amazon’s of the world, my hope is that multi-brand marketplaces continue to bring sustainable brands to the forefront (and that consumers support them). 

Courtesy of The Butterfly Club. Photography by Randi Rosenblum.

Do you have any tips for fashion lovers who want to start purchasing more ethical items?

When it comes to shopping sustainably, there are a few obvious places to start: wear what you already have, shop second hand, and support small businesses whose products are ethically made. Beyond that, it’s really about having fun with fashion and developing a personal style where you grow really attached to the items you buy (so you truly wear and love them for years to come).