Hey, I'm Emma Chen
I'm a sustainable fashion writer and advocate based in Toronto, Canada. I started Fika Looks in early 2024 because I was tired of greenwashing and wanted a space for honest, no-nonsense reviews of eco-friendly clothing and accessories.
Before this blog, I spent years working in the fashion industry - first at a fast fashion retailer (which I'm not proud of), then at a small sustainable brand in Toronto's Queen West neighbourhood. That experience taught me what "sustainable" actually means versus what brands slap on a label to charge more.
What Fika Means
"Fika" is a Swedish concept - it's about slowing down, having a coffee, and being present. That's how I approach fashion too. Slow down. Think about what you're buying. Choose pieces that last.
My Approach
Every product I review, I either buy with my own money or borrow from friends. I don't accept free products from brands - it's the only way I can stay honest. When I recommend something, it's because I genuinely think it's worth your money.
Some of my articles contain affiliate links, which means I earn a small commission if you make a purchase. This never influences my reviews. I'd rather lose a commission than recommend something that falls apart after two washes.
What I Cover
- Sustainable Fashion - Eco-friendly clothing, capsule wardrobe guides, fabric deep-dives
- Eco Footwear - Ethical shoes, vegan leather boots, sustainable sneakers
- Accessories - Bags, jewelry, watches, and lifestyle items
- Lifestyle - Mindful shopping, wardrobe detoxes, slow fashion philosophy
Get in Touch
Have a question? Want to suggest a brand for review? Just want to chat about sustainable fashion? Drop me a line at emma@fikalooks.com or use the contact form.
Thanks for being here. Every conscious purchase counts.
- Emma
My Approach to Sustainable Fashion
When I started Fika Looks back in Toronto, I had a simple goal: prove that looking good and doing good aren't mutually exclusive. Every piece I recommend has been personally tested, worn, and evaluated over weeks, not days. I believe in slow fashion, thoughtful purchasing, and building a wardrobe that tells your story.
My reviews focus on three pillars: material quality and sourcing transparency, fair labour practices throughout the supply chain, and genuine longevity. A garment that falls apart after five washes isn't sustainable, no matter what the label says. I also consider accessibility, because ethical fashion shouldn't require a trust fund.