I have found out that there are already some companies doing more or less what I want to do, which does not come as a surprise. This is, after all, the point of doing research before embarking on a (business) venture.
The Lone Design Club, for instance. Self-defined as the ‘antidote to fast fashion,’ they connect people to ethical, independent, fashion and lifestyle brands. They too started small, first by opening temporary pop up stores around London, then organising events and experiences. From their website:
Lone Design Club was founded in May 2018 as the result of emerging international fashion + lifestyle brands uniting with like-minded businesses in rising up, taking control and shaping the future of retail. It started by creating short term concept stores appearing for 1-2 weeks at a time, first around London and then internationally, where designers are in-store telling you first-hand accounts of how the product was designed and made. Experiences and events followed, allowing designers an intimate outlet to tell their story and the audience a chance to interact with topics ranging from sustainable fashion to individual empowerment and entrepreneurship. Shortly after, Lone Design Club launched its online store, giving their community a new avenue to further relationships that is open 24/7. Both physical and digital platforms allow consumers to discover + shop from independent brands with traceable and mindful practices, selling exclusive and one of a kind items incomparable to that on the high street. To shop consciously, knowing the story behind every purchase.
Now I really need to do more research and think about what makes my idea different. I think the best way to do so is by talking to people directly. Organising a workshop should be a good way to get some feedback.