The Art of Slow: Ohh! By Gum founder Sharon Griffin on Fashioning Change

How do I even begin? In January 2009, when my mum was diagnosed with endometrial cancer, it felt like my world flipped upside down. I was working in fashion retail and had just started exploring sustainable labels – Ali Hewson’s work with Edun really opened my eyes.

As I dug deeper, I discovered how conventional cotton farming in India traps farmers in debt, exposes them to toxic pesticides and, heartbreakingly, drives many to suicide. On top of that, climate change – unpredictable rains, droughts and floods – has made each harvest more precarious, pushing already‐vulnerable farmers further into crisis. And yet, at the same time, our hunger for fast fashion has exploded, demanding ever‐cheaper, quicker cotton that comes at a terrible human and environmental cost.

Amid all this, I learned that organic fabrics aren’t just kinder to the earth; they’re gentler on people with allergies and sensitivities, too. I made a vow: if my mum beat cancer, I’d devote myself to making a positive impact on our world and in our community. Losing my dad to cancer when I was young made that promise even more urgent. When my mum went into remission, Ohh! By Gum was born.

“ It highlighted the interdependence of all beings, on one another and on our environment across the globe. ”

The name goes right back to my childhood. As an only child, I taught myself to sew and knit and created little “Handmade by Gum” labels—“Gum” from my maiden name, Gumley. Kids used to tease me at school and call me “Gumbles,” but I remember standing in the lunch line and declaring, “One day they’ll say, ‘Ohh! By Gum!’”– and here we are.

The next step was to become certified B Corp. The B Corp movement is a global movement of people using business as a force for good, positively impacting all stakeholders: workers, communities, customers and our planet. Globally, there are now almost 10,000 B Corps, employing a million people in over 100 countries across the world.

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It was vital for Ohh! By Gum to become B Corp certified for two reasons: first, it gave me, my team – and our customers – confidence that our sustainability claims were backed by a rigorous, external assessment, helping us avoid any accusations of greenwashing. And secondly, as someone without a university degree, this certification provides a credible stamp of approval that gave me confidence to stand behind our mission with authority and integrity. However, having completed the initial assessment, I realised that actually it meant far more: it highlighted the interdependence of all beings, on one another and on our environment across the globe. It also reminded me that we never truly know it all, but can always continue to learn from each other.

“The cheaper a piece of clothing is, the greater the cost to the planet and the people involved in its lifecycle.”

Like many, I love clothes – I love the way they have the power to lift you, comfort you and express your personality without you having to say a word. I am also aware of the rising rates of consumption we have here in Ireland, particularly in online shopping (up 85 per cent in 2024 compared to the previous year.) Research also suggests that around 46 per cent of consumers are buying from fast-fashion retailers, largely driven by 30- to 59-year olds. We need to wake up.

Each item of clothing is the product of multiple processes, and has usually gone through multiple pairs of hands whilst some have travelled many continents. Regardless of how cheap or small those items are they still exist. In fact, the cheaper they are, the greater their cost to the planet and the people involved in its lifecycle. Just think of those poor cotton farmers in India producing toxic, cheap cotton for a moment. Then think about the many stages involved in making those items — most of which rely on young female seamstresses, sewing all day, every day, just to afford the most basic life.

Facing reality might feel uncomfortable at first, but once you begin – even with baby steps – you’ll start to build momentum. You’ll realise you have a choice. And you can choose to do better.

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