Jo Salter’s journey into sustainable fashion is one of passion, resilience, and a commitment to positive change. As the founder of Where Does It Come From?, a social enterprise clothing brand, a director at Khadi London, and partner of Sanja Stories, Jo is at the forefront of ethical and regenerative textiles. But her path wasn’t always in fashion—she started in the corporate world before taking the leap into impact-driven entrepreneurship. In this interview, Jo shares her inspiring story, the challenges of building a sustainable business, and invaluable advice for those looking to make their own mark in ethical fashion or beyond.
From Corporate to Conscious Business
Jo’s journey began with a strong sense of justice and a passion for ethical trade. While working at BT in a graduate role for 15 years, she felt an increasing pull towards the charity and fair trade sector. Despite applying for numerous roles, she struggled to make the transition until a pivotal moment arrived - attending a Commonwealth-run conference called People First in the 21st Century. This experience became the catalyst for change.
“If not now, then when?” she thought. With that, she left the corporate world and stepped into the world of social enterprise.
Her first ventures focused on consulting for small businesses that aimed to make an impact but lacked business knowledge. She then experimented with a sustainable school uniform brand before launching Where Does It Come From?, a company dedicated to ethical fashion, using fair trade and organic materials while ensuring transparency in the supply chain. Today, in addition to running Where Does It Come From?, Jo is a director at Khadi London, which helps businesses and designers understand regenerative textiles. She also co-founded Sanja Stories, a project dedicated to creating the most sustainable jeans possible - designed with durability, circularity, and minimal environmental impact in mind.
Today, in addition to running Where Does It Come From?, Jo is a director at Khadi London, which helps businesses and designers understand regenerative textiles. She also co-founded Sanja Stories, a project dedicated to creating the most sustainable jeans possible - designed with durability, circularity, and minimal environmental impact in mind.
Staying Motivated Through Highs and Lows
Like all founders, Jo has faced challenges. One of the biggest hurdles in sustainable fashion is getting people to understand its importance.
“When you're constantly slogging to tell people what you're doing, and no one seems interested, it can be disheartening,” she says. “But what keeps me going is believing that I am making a difference.”
For Jo, the key to staying motivated is seeing tangible impact - whether it’s helping rural artisans, working with regenerative cotton farmers, or seeing people embrace more ethical purchasing habits.
Advice for Founders Taking the Leap
Leaving a stable corporate job to start a mission-driven business is daunting, but Jo has two pieces of advice for anyone considering the jump:
1. Don’t Do It Alone
“I started out trying to do everything on my own, and that can be really lonely. The ups and downs hit harder when you don’t have a support system.”
She stresses the importance of networking - whether through LinkedIn, local business communities, or dedicated entrepreneur groups. Connecting with like-minded people can provide guidance, encouragement, and potential collaboration opportunities.
2. Separate Yourself from Your Business
“Your business is not you. If someone criticises it, it’s not a personal attack. It’s something that needs tweaking.”
This mindset shift is crucial for handling feedback, making better business decisions, and avoiding burnout. It also makes it easier to market and promote your business. Jo points out that it’s much easier to advocate for an idea or product than to constantly sell yourself.
Advice for Founders in Sustainable Fashion
For those looking to start a sustainable fashion brand, Jo emphasises the importance of honesty and focus.
1. Do Your Research: “There’s a lot of hype around sustainability, but not everything labelled ‘sustainable’ actually is. Dig deep into where your materials come from and what your impact is.”
2. Be Transparent: “You don’t have to be perfect from day one, but you do need to be clear about what you’re doing and what your goals are.”
3. Build for Longevity: “Sustainability isn’t just about materials - it’s about creating something that lasts. Whether that’s designing for circularity or ensuring fair wages, think about the full lifecycle of your products.”
She warns against greenwashing and encourages founders to educate their customers rather than making exaggerated claims. “It’s okay to say, ‘We’re starting with this, but we plan to improve as we grow.’”
Pushing the Boundaries of Sustainable Fashion
Looking ahead, Jo’s goal is to keep pushing the industry forward.
Her vision for the next 5–10 years includes:
✅ Expanding circular fashion and textile recycling initiatives
✅ Working with big businesses to help them transition to sustainable supply chains
✅ Encouraging consumers to demand radical transparency from brands
✅ Getting everyone to wear Sanja Stories jeans!
Jo hopes to make sustainable fashion the norm rather than the exception through innovation, research, and collaboration.
Jo’s story is a testament to the power of persistence, passion, and purpose for anyone looking to start their own journey in sustainable fashion- or any mission-driven business.
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