In December 2016 Cherie Birkner quits her job as the Creative Director of an online fashion company out of ethical reasons.


She decides to set her focus on photography, and wants to connect with the part of the industry she identifys herself with. The idea of #RealMatterz is born, as a way to showcase the people who are ahead of the game, already having sustainable businesses, and caring, before it becomes mainstream.



Spread your smile.

Ask why.

Build lasting relationships.

Give credit.

Be accountable.

Do what matterz.

What she learns impresses her so much that she sees no other option than to continue sharing the inspiring stories and solutions. "I don't want to point out the bad guys. I want to celebrate the good guys, because that is what I want to see more of." Cherie believes that every person makes a difference and is dedicated to spreading awareness of the many solutions to fast fashion that already exist. Scroll down to see who she has been working with.

"My goal is is for every person that buys clothing to know Sustainable Fashion Matterz. I want you to feel good about what you buy, because you use your purchase to support companies which also shine behind their curtain."



At the moment I, Cherie, am supported by many different wonderful individuals, which I work on different projects with.
Here are great people I have gotten to work with as WE so far:



Goddess of good taste, brutal truth and powerful statements while getting SUSTAINABLE FASHION MATTERZ online from June - July 2017 (launch).

Selected and interviewed trending brands during fashion week S/S 18.

Co-organized and hosted our first ever networking event.


Elke Birkner

Yep, that's my mom double checking for grammar & spelling mistakes whenever she has time. :)


Max Buschner

Our technical wizard! Created and implemented the Map.


Initiator of the "We never stop voting!" campaign.


Did the very first interviews in Jannuary, when this project didn't even have a name yet.

A big thank you also goes to Ariana Ivan, Linda Traeger, and Marcelina Fryszka.