Emma Longden started Sitting Pretty in 2009. As she became more aware of the horrors of the clothing industry, she rebranded in 2013 to align her ranges with her own values - ethical clothing produced in a manner that is kind to the environment and the people who make the garments. Emma also launched The Ethical Market which is a platform for local brands and which recently won the Retail Award at TWYG's Sustainable Fashion Awards.