ēhikos is part of the Velocity cohort of the Melbourne Accelerator Program and VUInnovations' BETA Pre-Accelerator. Every single one of us knows that unethical practices are theoretically incorrect, but so many of us just don’t want to take that step forward into sustainability and ethicality because we’re comfortable where we are, and there just isn’t enough of a reason to care. We started ēthikos to make sure that we can give people that incentive to make the right choice, starting with fashion. We aspire to change the path of fashion and make sustainable fashion the norm by 2035. Ethical fashion businesses are facing the constant burden of customer non-retention and increased needs to prove themselves in the greenwashing and modern slavery act generation, including depending on marketplaces like Wolf & Badger to achieve customer acquisition and sales. Today, when starting a business can be as easy as setting up a website on WordPress, the barriers to entry are small, and then there’s the problem of people making spontaneous purchasing decisions despite the many ads about how purchasing unethical products is harming the natural ecosystem. People aren’t responding to demoralising, so we’re incentivising instead. We’re allowing people the opportunity to build loyalty towards a network of brands with who they resonate, in terms of values, quality, and ease of purchase. What we essentially are is a data business that’s working to incentivise sustainable customers and help undecided consumers make the right choice. Think of us a flybuys, but instead of just catering to Coles, we’d cater to ethical fashion businesses globally, both in-store and via our online marketplace. Ethical consumers are incentivised with points that convert directly into discounts or go into supporting a nonprofit, and there's an audited information guide about the businesses they interact with that describes every business's true and tangible impact.