all my heroes are weirdos

We're All Mad Here

Conscious Fashion in a Mindless World

Excited, proud, exhausted and a little bit delirious. I think I just launched a magazine.

Mindless Mag is a collective of readers, writers, conversation-starters and wardrobe warriors who care about Conscious Fashion.

We delve into the mindlessness of one of the world’s largest and most vibrant industries, consciously curating stories that encourage our writers and readers to go tête-à-tête with their squanderlusting self.

It’s not about abandoning your love for style, it’s about embracing it wholeheartedly and being part of the conscious fashion revolution.


On the first of every month we release a list of Mindless Musings for you to write about and every week we publish a collection of those articles for you to read.

Mindless Mag provides a space for you to practise your scribbles, expand your cranium and be part of our community.

By writing with us you’ll play a role in the Conscious Fashion revolution and you’ll immerse yourself in sustainable style.

You’ll unleash your creativity, enhance your skills and we guarantee you’ll fall in love with writing for all of the magic it brings.

You can share ideas, learn from other writers and build an online portfolio to get your writing noticed.


When school was over, Laurie and Eva embarked on their journeys through life, both taking completely different paths that would somehow lead them to the same destination.

Over ten years had passed by when Laurie made her life-changing decision to swap Corporate for Conscious.

While she floated around the planet on some sort of a Gap Year for Geriatrics, she started this blog, and Eva was one of the first to send words of encouragement.

She had no idea how much those words meant, and they both had no idea where those words would lead.

It started with a conversation. It started with all the things they both care about; their never-ending promise to live a more conscious life, their love for fashion and their infatuation with the written word.

Their brains sparred, their paths aligned and Mindless Mag was born.


Dopamine Junkie | Conscious Curator | Transformation Artist

She was a self-confessed Dopamine Junkie, high on her own mindlessness.

Laurie had spent ten years working for well-known global brands in positions spanning all aspects of business operations, strategy and transformation. She was making money to squander, carelessly consuming things she didn’t need and building up an eclectic wardrobe collection large enough to clothe a small country.

A series of serendipitous moments led her here, to some sort of conscious awakening. Destiny handed her a blank canvas, her stomach became Director of Decision-Making and she promoted Fate to the CEO of Life.

She began scribbling out a blog about her journey from Corporate to Conscious – All My Heroes Are Weirdos – all about doing good stuff to be a better me.

Nobody knew how much it meant to her. Writing became her therapy, her brain drain; it’s how she explores her thoughts, her feelings, who she was, who she is and who she wants to be.

As her journey continues, Laurie can be found wanderlusting and wordsmithing her way around South East Asia while working as a strategy consultant, a freelance writer and conscious curator.

Every day she’s reaching new levels of consciousness, loving life more than life itself and meeting all sorts of Heroes and Weirdos along the way.

Researcher| Radical Feminist| Wordsmith

Seduced by syntax and led astray by lexicon, Eva’s favourite waste of time is being spellbound by the genius of language.

From Virginia Woolf to the lyrics of Belle and Sebastian, to bloggers and vloggers and tweets and memes, words are her everything.

Studying language became a healthy obsession and has taken centre-stage in everything she knows and wants to know. After completing her Masters degree in International Journalism in 2015, Eva discovered she had no desire to work in the mainstream due to its questionable ethics, gate-keeping and PR-based favouritism.

Underpinned by feminist ideologies and Marxist theory, her research was heavily rooted in understanding society and culture and their relationship with language.

While it never seems like the right time, she can’t quite shake off the idea of a life of academia and is currently working on a research proposal for a PhD.

Being one of the brains behind Mindless has led her to question the fashion industry and her own mindless buying habits. Putting her everyday consumerism under a metaphorical microscope has unearthed ethical dilemmas and kick-started her conscience.

While her politics have always been anti-establishment, her buying impulses were not. She realised that to back up her beliefs, she had to start with herself and now feels proud to be part of the Conscious Fashion revolution.


Check our our Mindless Musings for February and SEND US YOUR SCRIBBLES

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  1. Carmel 2 February 2019

    Sounds a great idea looking forward to it all

  2. Marilyn S Meyers 6 February 2019

    Also feeling mindless but in a good way… Traveling since October – Berlin, Dubrovnik, Kotor Montenegro now and Sarajevo in a week…. Each morning not really sure where I am when waking up 🙂

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