Thanks to Style Hive, I met Jennifer Hilsden in cyberspace due to a shared love for independent, ethical designers. Jennifer's online store, MudShark Streetwear supports Canadian and American independent designers and stocks the eco fashion label Elroy Apparel. The label's innovative use of sustainable fabrics, high wearability, great price tags and extreme rarity on British streets make this label is a must-wear for style loving ladies.

Designer Leanne McElroy created the label, which was born from her homespun individualist designs being the envy of her peers. Searching for a niche market, Leanne saw an ethical trend emerge: People’s wellbeing was taking a higher priority, and being a strict vegan herself, Leanne was already well versed in organic clothing available. With a fashion training behind her, Elroy Apparel was set up to create "a sophisticated street wear for a contemporary health conscious woman, who cares not only what she looks like, but what story her clothing carries."

A key fabric used by Elroy Apparel is organic cotton canvas. Jennifer at Mudshark tells me "The organic cotton canvas feels like lightweight denim, but with a twill resemblance. The fabric is 100 percent Organic Cotton and is a very sustainable fabric. If you take care of it, it can last a lifetime." This adaptable, durable fabric was used to make this beautiful Ceiba Coat (pictured right). Trench coats are bang on trend, but this coat features unique twists with its versatile draped collar and generous front pockets that meet at the seams. Available in tan, olive, natural and grey and priced at $CAD316 (approx. £155), this is great value considering hardly anyone will be wearing it on this side of the pond. Two more of the Elroy collection's coats feature organic cotton canvas: The Inula Jacket (below right), very stylish with its hidden button front tabs buttoned behind back to a gather peplum hem, its large collar and 3/4 length sleeves ($264/£124.43); and the Nyssa Jacket (below left) with its optional stand up collar. This coat features a one button closure waistline, a rounded peplum hem and darted sleeves ($240/£117.66). What a superb choice of eco stylish coats!

Elroy Apparel also boasts a fine collection of dresses, one of which, The Phoenix Dress (below left), again is made with the organic cotton canvas fabric. The Phoenix offers an edgy street cool dress to accessorize up or down. Leanne McElroy clearly has a keen eye for detail, with its full button front, cap over sleeves and inverted pleats in skirt. What we particularly love is the competitive pricing. At $164/£80, this dress is great value considering its materials and design work.

Another eco sensitive fabric used to create beautiful Elroy garments is handloomed bamboo jersey, and we're loving this Buxus Dress (below right). It's just so feminine with its pleated drape front and deep kangaroo style pocket and you'll definitely make an entrance with this dress without forking out a fortune at £$198/£90.

Two other Elroy dresses that caught our eye are also fashioned from beautifully soft bamboo jersey. And these two make for highly wearable day dresses. The Akeiba Dress (pictured below left) comes in a variety of shades and its fabric depends on your colour choice. If either avocado, charcoal or cream is your pick, this asymetrically gathered dress is 56% soy, 30% organic cotton and 8% spandex jersey. If you want your Akeiba in red, black or olive, then its 100% bamboo jersey knit. Either way, the pleats are held at the shoulder and waist seam, it will flatter your curves softly and it doesn't cost the earth ($152/£74.52). For an extra four dollars, you can also slip into the Sequoia Dress (below right). This dress is the same soy/organic cotton mix as the Akeiba but styled with a round neck and rouched into a subtle bubble hem.

Now I don't know about you, but when I heard the jumpsuit was back in fashion, I was horrified. But then relieved to see no ethical label carrying a suitable style. Not anymore. I discovered Elroy's Davidia Jumper (below left). This one piece jump suit with its cross over drape neckline and drawstring waist is rather fetching and will certainly be a style piece right on cue for this season. When it's out of style, simply save it for next time round as a prized vintage piece! Made out of bamboo jersey, it'll also be super comfy. Turning to separates now, we love the high waisted pencil Galium skirt by Elroy and it's good value at $128/£62.75. Again it's the detail we're drawn to with its pleated fabric in front seam, kick pleat at back hem and again is made with 100 percent organic cotton canvas. Also shown is the bamboo Nonea top with a capped sleeve gathering at bustline and low back. A great looking pair!

So there ends our introduction to Elroy Apparel for this Autumn/Winter 08 season but we'll be back for more when Spring 09 arrives. Mudshark Streetwear offer the above garments and several more from Elroy and it's definitely worth a visit. Our readers have also been offered a capped shipping charge (full insurance and shipping) for the next two weeks. Simply enter 'theginlady.com' into the comments box at check out and Mudshark Streetwear will make sure your shipping costs are kept at $15CAD (usually 15 to 35 depending on weight). Considering the competitive price tags on offer here, this is a bargain. And it would be nice to support international eco designers as well as our own closer to home. Happy shopping!