On a mission to clothe the U.S. in responsible fashion
The idea for Sellery was birthed in 2021 when founder Jennifer Morgan learned of the harm the fashion industry inflicts on both our environment and the lives of the more than 400 million individuals working in garment production and cotton farming, along with their families and communities. Moved by the knowledge of these harms, she discovered responsible fashion alternatives. In late 2021, frustrated by the high level of greenwashing, lack of transparency, and the labor-intensive experience of shopping responsible fashion, Jennifer began dreaming of solutions. Soon after, armed with an idea, a basic business plan, and a passion for people and our planet, she and her husband Bill set out to do their part to change the world. On December 10, 2021, Sellery, LLC was officially born.
Meet our team.
Sellery is small but mighty! Each of us brings unique work and life experience, knowledge, and skills that make for a powerhouse team. We lean on our Advisory Board and strategic business partners where we have gaps. Together this team gets S%!* done and does it with excellence while keeping the really important stuff (family, etc.) top priority! Our efforts are motivated by our vision and guided by our values and social code!
Sr. Manager, Growth & Sustainability
B Corp Consultant
Official Rebrand, Inc.
Sr. Manager of Retention Mktg Patagonia
PHD Candidate, Fellow
Institute for the Future
Founder and Owner
Sellery is not on a mission to perfection, but to progress. We acknowledge that neither our processes, our assessments nor our rating system are perfect. Assessments will have some inherent human bias—however, we strive to remove bias, ambiguity, and subjectivity as much as possible. Furthermore, our brand partners aren’t perfect, nor are their suppliers. There is no perfect supply chain. We recognize that none of our products are truly “sustainable” which is why we don’t use that language. We strive for honesty, but sometimes we may get it wrong. We commit to both transparency and swift actions about any inaccuracies that we find or are brought to our attention. Continuous improvement is part of our business model, and public transparency as a mechanism for accountability to that progress is critical. The journey towards sustainability truly takes a village, so please let us know where/how we can improve or alert us to any errors, inaccuracies or omissions that you may find at [email protected]
Disrupting the fashion industry for good.
Product Comparison view
Achieve full assortment for all gender expressions
Expansion to Outerwear, Intimates, and more
Slow fashion self-assessment tool
Personal shopper / Responsible Closet Curator
Return for Recycle program
Expansion to Infants / Childrens
It all began
Design begins for brand standards and assessment
Begin B-Corp certification process
E-com site design begins
Begin brand minimum standard evaluations
Begin inviting select brand partnerships
Site Live with 2 brands for Demo