MADELINE PENDLETON
STORY AND ILLUSTRATION BY CARLY HART
In recent years, alternative fashion has become mainstream. With the interest in thrifting and buying vintage clothes in order to try to minimize the waste created by large mass production companies, smaller brands selling second-hand items have become more popular.
Madeline Pendleton, founder of the brand “Tunnel Vision,” has been ahead of the fashion curve. In 2010, Pendleton founded her online marketplace that offered a mix of vintage pieces, handmade creations, and carefully curated new designs. Through her brand, Pendleton sought slow fashion by emphasizing quality over quantity and celebrating individuality.
People may know Pendleton from TikTok, where she has gained a large following. Aside from her business, she talks online about her experience growing up in the punk scene in the 1990s, her everyday life, and fashion and financial advice.
Central to her brand’s ethos is a commitment to sustainability and ethical practices. Pendleton recognized the environmental effect of fast fashion and made a conscious effort to minimize waste and promote eco-friendly alternatives. By incorporating vintage pieces and utilizing deadstock fabrics, Pendleton gave life into forgotten fashion treasures, fostering a sense of nostalgia and reducing the brand's carbon footprint.
“Tunnel Vision” embraces body positivity, featuring models of all shapes and backgrounds and fostering a space of inclusivity and empowerment. All original designs range from sizes extra-extra small to 5X, with some ranging to 7X. With the wide variety of sizing inconsistencies between brands, Pendleton explains online how her brand creates its sizes and does fittings to create the best product it can.
Pendleton's magnetic energy has cultivated a loyal community of like-minded individuals, uniting them through shared values and creative expression. Her connection to her followers has created a personal feeling associated with the brand even as it continues to grow and expand.
Pendleton's commitment to sustainability and inclusivity has sparked a fashion revolution. “Tunnel Vision” continues to inspire change, paving the way for a more conscious and diverse industry.
