[Photo from: http://pepperdine-graphic.com]

Jeff Garner working on one of his designs

Walking into the venue in Malibu,

I am meeting Mr. Garner at a private club reserved for entertainment, art and fashion industry professionals.

As I walk into the foyer, I am greeted by the hostess and I immediately declare that I have arrived to see one Mr. Jeff Garner. She looks panicked for a split second as she starts to say “He may be upstairs or in the lounge…”.

I think twice about walking around in a private club without a member escorting me - but decide I wouldn’t mind wandering around for a second. Having previously looked up the codes of conduct before entering, I am familiar with the house rules, which explicitly say no guests without member escorts.

My freedom is short-lived as the man himself walks in right behind me to sign the members’ log. Fine with me. I’d rather not wander around with sound equipment bogging me down (the venue also has a no-recording device policy).

As the relieved hostess points out, Mr. Garner has entered the building. He extends a hand and says hello.

Jeff is dressed head to toe in his own handcrafted clothing. His style is timeless and classic. Equestrian sportsman and avid surfer, his foppish rock n’ roll Victorian aesthetic is easy to pick out of a crowd full of dull (and possibly poisonous) clothing.

The agreed-upon venue is a perfect setting for our interview. Jeff escorts me upstairs to a more private balcony so we can conduct our interview outside overlooking the beach. Why not?

It is a stunning day in Malibu, California. As I left southern Los Angeles it was a hot 101° but upon arriving in Malibu it is a cool 75°. California is a beautifully fickle place.

The man I am meeting is a pioneer in ethical design and sustainable couture. His work can be seen in countless fashion publications and has been featured in fashion weeks spanning the globe. He is known for his holistic approach to his designs. From the materials he uses to where it comes from, Jeff ensures the purity of everything he makes. I discover that this is a life philosophy of Mr. Garner’s.

One of my reasons in meeting with Jeff is to understand exactly why he is designing “eco friendly” and “ethical” fashion or, in his words, Sustainable Couture Fashion. Are they just buzzwords? Is he just taking advantage of the whole “woke” fad of current pop culture?

Is it a gimmick or an ethos?

When asked, it becomes evident immediately.

Jeff is concerned about all the waste, chemicals and pollutants of everyday industrial consumerist life. His vision is to create sustainable lifestyle fashion using non-toxic and long-lasting clothing. Jeff designs and produces each piece to last for generations. He admits that this is a comparatively poor business model. The big clothing companies design their clothing to be produced cheaply and to deteriorate fast. Got a rip or a hole? No problem, it was $7 anyway- throw it out. This allows for higher volume of sales. The demand has become cheap, throwaway fashion perpetuated by a culture numb to waste and toxins. We see it every day. All Day. Another leaky nuclear reactor? Eh, we already have 2. Another widespread fire in Siberia? It’s just trees… we cut those down all day.

“Don’t let your special character and values, the secret that you know and no one else does, the truth- don’t let that get swallowed up by the great chewing complacency.” — Aesop

Jeff lives a life pursuing beauty and, to achieve beauty, there must be harmony. This also means avoiding and (where possible) doing away with toxic things all together - from clothing to food, (he eats yogurt and açaí berries for most meals) and even to the things he allows inside of his head (he hates horror films).

Any doubt of his authenticity is immediately put to rest after my very first question. Jeff is obviously passionate about spreading awareness and creating a new paradigm in eco friendly fashion.