By Paul Bradley
Hi Sheila, could you tell us a little about yourself, please?
I am from a New York hamlet called Menands, with a population of 4,000 people. Our claim to fame is having a US President buried in our cemetery.
I loved NY winters and the hot cocoa after being out for hours in snow. My mother was a very resourceful single mother and made our clothes, which inspired me to be a fashion designer.
At 23, I was chosen to intern for the sportswear powerhouse Liz Claiborne. After travelling the world and having the most successful dress line in the US, I met a fine Doochary man, Martin, through a friend at Connally’s Bar in Manhattan. We moved from Manhattan to Letterkenny 19 years ago on July 4, and I have not looked back since.
We have three amazing kids, a loving dog, and amazing neighbours. Life has been good for us!
You’ve recently launched your Circular Dress Collaborative. What was your thinking behind that?
I had a dream of this project for ten years, as I knew women like myself were holding on to good clothing that was never or hardly worn. And I saw that women around Donegal have great style and pride in their clothing.
But I took the safe route by being a retail manager to pay the bills while our kids were young. It was in April this year in Bologna that the “Aha” moment came. I saw a social enterprise that helped marginalised citizens create a new life through artful practices. I knew that I, too, could create something special with my love and knowledge for fashion, the environment, and people.
Our kids were now college-age, and I knew this was my time to shine. My fashion hub aims to empower women from all walks of life and any age to be leaders in a sustainability battle, showcasing how fierce we can be working together.
It’s not just a second-hand shop, though, where you can drop in a bag of old clothes and run.
This Social Enterprise runs off the ethos of Resale, Repair, Repurpose, Rebuild and Remember. Women bring in their wares and try to sell them through us to make and save money. They primarily make appointments, but we run special drop-in events and allow people to consign something when they buy something…to encourage circularity.
We also tell customers to “Buy it, Wear it, Clean it, and Resell it.” We offer repairs, and sewing/ crocheting/ art courses.
Rebuilding lives is what I am most proud of, as we are helping people find purpose through volunteering and work experience. I believe society is missing a trick by writing off people who are not like them. There is so much talent in our community.
You were a fashion designer in New York. Presumably that wasn’t focused on reusing old clothes – was there a trigger for your change?
I am so embarrassed to say I had NO idea of the harm I was creating by making millions of garments. The capitalistic nature was to make more, sell more.
Understanding how fashion impacts climate change is spine-tingling. Just look at the extreme flooding happening to our Spanish and Italian neighbours to see the consequences of our consumerist actions. I encourage everyone to do a bit of research on fast fashion practices and feel the difference between fast versus better brands and vintage goods. It may create the change that will make a difference in our lives.
What has the response been?
The people I have met have been incredible. I started in July by meeting random people in car parks. They didn’t know me but trusted I would care for these items, which I truly appreciate.
Once word started getting out, women came from all over Donegal and further afield to try to sell their items.
We all have emotional attachments to our clothes, wearing pieces to weddings, christenings and proms. Those memories matter to me, and as I get to know the customers more, the more I know this is the most rewarding career decision I ever made.
You offer a secure place for marginalised women to work in. Has there been much uptake of that service?
I am grateful to the DLDC and the Volunteer Centre for their help in finding support for sewing and service in our space.
I have an amazing group of women and a few young men who have come to me either on schemes, volunteering, or for work experience. Trying to make a better life, or to assimilate into Irish culture is admirable and something I can very much relate to.
One of my volunteers has experience as an events planner; another was in sales for a luxury Italian fabric retailer, but their circumstances make them unhirable to most.
I also have a fashion design student from ATU doing work experience, something I did as a budding designer.
Do you work with other suppliers in the “circular” economy? Are we at the beginning of a new way of looking, not just at clothing, but a range of products?
Magee Tweed, Donegal Yarns, and John English Linen have all supplied us with samples for our sewing classes and repurposing.
Most fabric companies are good at reducing waste, and AI helps eliminate waste in textiles and pattern cutting, so we should see an impact on the environment in these areas.
I collaborated with a boutique owner who was closing her shop, so I have about 50 of her never-worn evening and prom dresses for a fraction of the price you’d find in other retailers.
Circular will gain prominence from EU Circular laws and the goal of a circular economy by 2050. As seven of the nine planetary boundaries are breached, how we consume things needs to change.
The great thing is humans are resourceful and can do amazing things when challenged. Now is that time, and how we shop is one way everyone can get involved without much effort. This includes all areas of consumption.
The trend is Repair, Repurpose and Resale. I’m encouraged by all that Letterkenny and Donegal have to offer.
Do you get back to NY at all?
I’ve not been back to NY for two years, though I had to make an emergency trip to Denver in October, so my daughters ran the shop to a high standard. They helped me set it up in the beginning and gave me sound advice, so I had no fear. Without their support (and my husband’s), I would have never been able to go.
Are there any other issues you’d like to raise?
Sustainable practices and goods should have tax cuts, and wasteful goods and companies that harm our well-being should be treated like tobacco products, with increased taxes. Either politicians don’t care, don’t get it or reap a benefit by doing nothing.
Local politicians and councillors should also encourage green business, to promote health and well-being. The silence is deafening.
Also, Letterkenny traffic is worse than ever, creating more emissions. I’d suggest hopping on a bus, but our infrastructure is pretty much non-existent.
I have lost out on several volunteers due to being on the outskirts of town. As Letterkenny is named one of the top regions in Ireland to grow in the coming years, we need to solve this problem sooner rather than later.
If anyone else would like to take part in this interview, to raise a profile or an issue, please contact Paul at Dnthirddegree@gmail.com.
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