About Us
Welcome to Ethical Kind, where we weave together the threads of heritage, empowerment, and sustainability.
About Ethical Kind
Ethical Kind is a socially conscious luxury sleepwear brand, where elegance meets ethics, and comfort meets conscience.
We exist to preserve heritage, protect nature, empower communities, and support social change through timeless garments made with love, intention, and the world’s most sustainable materials — including our signature, cruelty-free 100% Organic Peace Silk.
Our Story
The story of Ethical Kind begins with our founder, Lily Chong, whose roots span continents and generations.
Born in the UK and raised in Hong Kong, Lily grew up between cultures, shaped by Eastern traditions, British values, and the quiet resilience of the women in her family. Her maternal great-grandparents were silk farmers in rural China, keepers of a craft that honoured the land and supported generations of families.
Her mother, the eldest of eight siblings, bore the weight of responsibility from a young age. A talented seamstress, she supported the family with skill and sacrifice. However, like many women of her generation, she was denied the opportunity to finish her education. Her father, Lily’s grandfather, prioritised sons over daughters, a decision rooted in deep-set cultural norms and patriarchy.
These personal histories left a lasting mark. Lily witnessed first-hand how gender inequality, poverty, and tradition shaped lives and she knew she wanted to do something different.
To honour her family’s heritage while reimagining what fashion can do for people, for the planet, and for future generations - Ethical Kind was born.
Our Philosophy
Luxury is the opportunity to choose the best — for yourself, and for everyone else.
Choose with kindness. Choose with purpose.
We believe that true luxury is not about excess — it’s about intention. It’s about choosing garments that honour the planet, the people who make them, and the values you live by.
Our Mission
To create positive change for everyone our garments touch — from the farmers who grow our raw materials to the women who wear them with pride.
Our Commitment
We are committed to:
Creating beautiful garments from sustainable, low-impact materials
Working only with trusted partners whose ethics align with ours
Supporting ethical production that uplifts, not exploits
Preserving traditional craft through meaningful artisan partnerships
Creating opportunities for women and girls in marginalised communities
Every piece we make is a symbol of what’s possible when fashion becomes a force for good.
Our Materials
Why Organic Peace Silk?
Our collection is made with cruelty-free, 100% organic peace silk — one of the world’s softest, most sustainable natural fibres.
Unlike conventional silk, peace silk allows silkworms to complete their natural lifecycle, making it a kinder alternative. It’s grown without pesticides, dyed without toxins, and woven by small community groups in India using low-impact, traditional methods that respect both people and the planet.
By choosing peace silk, we help:
Support rural, cottage industries
Preserve biodiversity and regenerative farming
Provide safe, dignified work for families
Create income that funds children’s education
Empower women through sustainable livelihoods
But Ethical Kind is about more than silk, it’s about a better way of doing things. Any craft rooted in care, heritage, and fairness has a place in our future.
Join us
Ethical Kind invites you to wear your values and join a movement toward ethical, sustainable, and empowering fashion — one garment, one story, one thread at a time.