Lovely boutique. I found the sweater I was looking for! Great staff & reasonably priced for a selective fashion store.

My mom and I have shopped here for years and bought many items from here. My mom is disabled and came back after not coming for around 6 months. A new woman was working on Sunday afternoon and when my mom asked for the bathroom was told it was only for customers (she said this as we were currently shopping in the store) We then decided to leave and not purchase anything. As someone who has shopped here for years I will not be returning. I miss the old staff. They were so helpful and kind. read more

Be aware of strict return policy before buying. This was my third attempt to try to exchange a shirt I received as a gift. The first two times the store was closed unexpectedly. Today I was told no as more that 2 weeks since had passed since the purchase date. I have bought many gifts here and will not do so anymore. Though the clothes are nice - I will not be patronizing this store again. Suggestion to the owner - it would be helpful to be informed of this policy clearly when purchasing. Otherwise it is a waste of money and VERY frustrating. read more

I Absolutely love the store and their selections. HOWEVER - the last two times I've attempted to go and shop, they were closed during times their website said they were open. I was SO disappointed. Once they were on vacation - yay, everyone needs a vacation. And just a few days ago on a Saturday they were closing an hour early and locking up - indifferent to my presence and disappointment. I live 30 minutes away, and made special trips both times. Next time I will call ahead to make sure they will be open. Maybe you should too? read more

This store was an awesome find while I was in town. Great selection of clothing. There was so much to try on, from classic and timeless pieces to on-trend. I found three pieces I knew I wouldn't find in the local boutiques where I live, and couldn't leave without them. The staff was friendly and very helpful. Great shop! read more

I've been hesitant to write this review because I've been selfish. This has been my go-to spot for adding comfortable and unique pieces to my wardrobe and I don't want anyone else to have any of it! As the name suggests, E - Ethical clothing is a small boutique that offers a selection of clothing made under ethical standards. Everything that I've seen has been made in the US, lots of organic and recycled materials, and many local designers as well. Prices vary from quite reasonable, to pricey but I have to have it! The ladies in the store are super nice too. They are like bringing your friends shopping with you. They offer good fashion advice, how to accessorize properly, and if something doesn't look good on you, they will let you know so or help with sizing. Aside from clothes, they have a few accessories such as scarves, arm warmers, and jewelery. The last time I was here, I dropped way more money that I had expected to spend on window shopping. That Prairie Underground jacket had been calling out to me for months and the last one left just happened to be in my size and color preference. Was it fate? Maybe. I'm just annoyed at myself for getting two grease stains so quickly on a $200 hoodie but butter is so darned tasty. This is why I'm not allowed to have nice things. read more

I first stumbled upon E= when going to shop at KCO. Well, KCO is now E=! Don't worry, Carolyn Albinana is still the owner, but the shop is even more chic and fashionable! (I know, how could it get any better? But it did...) All of their clothing is incredibly chic and very comfortable. And, as obviously stated in the name, is all ethically made and purchased. Nothing comes from China, all clothing is fair-trade, mostly organic cotton, and even bamboo. One of my faves, FOC (Freedom of Choice: Ethically Made) jeans are available here. The only other place to get them is Anthroplogie, and now they are here! You must stop by this boutique.. It's amazing. They even carry a small assortment of bags and jewelry, love it! **NOTE** Sat, Aug 23 there will be a fundraiser at E= for Carolyn, the owner, who has been battling cancer. Raffle tickets, wine, food, fashion show will all be going on.. Check out SF Events to read about it or call the shop. read more

Bought the Prairie Underground jacket I'd been wanting. Can't wait until they stock up for Spring 2010. Great shop - now that the icky shoe person is G O N E. read more

I love this clothing store. Kathy and Erin are so excellent at buying for their store. They know when they get something cool and new in that they know I will love... they let me know. That kind of personal service is above and beyond. They are doing what they love. Also, Tootsies, has the best Miz Mooz collection. I absolutely love those shoes. This store makes Petaluma a cooler place to be. read more

Love love LOVE this store. Fantastic selection. Some call it small, but in my first visit I left with 8 timeless wardrobe pieces. Prices were fair, not cheap - nothing cheap can be good.. I shop for quality fabric, workmanship, and timelessness. Fun, skilled, wonderful and helpful staff. Great jewelry displayed on/with the clothing, providing ideas for that cherry on the sundae, that zing that the right accessory adds to an outfit. Offering such nice accessories saves me from having to further shop to find accessories. I can hardly wait to go back. YAY! :0) read more

This place is amazing. I can always find something I need. The staff is very helpful at finding sizes and making suggestions. And I can feel good about shopping​ here because I am supprting local and buying ethically sourced​ goods. win win!​ read more

Beautiful clothes and great service.. So great that I felt that there was too much chatter for me to get attention from locals. The stock was low, so if you're looking for something to purchase that day be prepared to compromise. You may need to order or find something similar as to what your heart desires.. Beautiful handmade jewelry and accessories available as well.. read more

Love this place. It's a little hit and miss for my age bracket (early 30s) but it's one of my favorite clothing shops in town. Great jewelry too! read more

I found a terrific shirt on the outdoor rack for an amazing price. The shirt is really nice, fits perfectly and from a local company. Good service checking out. I'll be back. read more

Beautiful designer clothing, unique, well made, styles for all ages and the prices are pretty good. The service is remarkable. The $25 rack outside is a major deal for their "last ones". read more

I LOVE this store! You can find everything that you need to complete a fantastic outfit at E=. Awesome brands, great quality, and absolutely wonderful service. LOVE IT !!! read more

Two years later, Ethical Clothing is still my favorite store. And now, with the addition of Tootsies, they have the best shoes in town. Add some of Pia's jewelry, and you are ready to go!! The new store in Cloverdale is just as wonderful. Thanks, Erin and Kathy, for being the best. read more

Stop by this boutique if you want to find a unique quality piece of clothing. The place is high end yet not over priced and you'll walk away with something that looks great on you! Check out the outside $25 rack. I find "last one" bargains all the time. Two fabulous women own the store and are often there stocking the store with new merchandise. If you like it buy it. They stock only a small number of items and when it's gone it's gone. read more

Erin is still running a great store, even though Carolyn has moved on to another world. The changes to the store this year are fantastic. She has added a couple of local eco-friendly businesses to her space, including shoes and a repurposed clothing designer. Maude, an adorable little ethical, eco-friendly children's store, is also now in her space. Prices cover a wider range now, and all her choices are top rate! read more

This store was a wonderful surprise. I consider myself a very trendy shopper. I did not expect a clothing store that focuses on clothes made by ethical standards to have such fashionable things! The store has a very peaceful and cohesive atmosphere. Most of the clothes are super soft, and I've found a lot of great pieces for my wardrobe from this store. The quality is very good. I've seriously worn all of the things I've bought at ethical clothing over and over again! I also have found some great gifts. They have some amazing and colorful scarves and really nice jewelry at very reasonable prices. A great place to shop! read more

Such a great store. I LOVE Prairie Underground. Scarves, fingerless mitts, best (P.U) jackets. Definitely a spot to stop in P town;D

This store never lets me down. Perfect selections, perfect styles, perfect fabrics, perfect fit - what more can you ask for!? They have such an eye for what works. They never let me walk out with a color or fit that's not just right for me. read more

Don't let the name fool you-this isn't some hippy-dippy shop with hemp clothing and incense! E= is a charming boutique carrying cute clothes and accessories. Erin and Kathy have done a great job building the store into two storefronts. The have great taste and I like the store. It is roomy and you can easily see the clothes without it being over-crowded. They wont' talk you into something that doesn't flatter you. I bought my favorite sweatshirt there several years ago. I continually get compliments on it many years later. It was a Prairie Underground sweatshirt and E= carries new incarnations of the sweatshirt often. If you are like me you shop all the time and you keep buying stuff only to have about 10 items that are your old standby favorites. These pieces always seem to have come from E=. Downtown Petaluma is a great place to spend the day shopping and eating lunch. So many great stores and food options. Add E= to your itinerary. read more

I am obsessed with this place! Have multiple items from here ! The only problem that bothers me is that they are always out of stock and inventory is always, other than that, it's my favorite place in Petaluma to shop! read more

I absolutely love Ethical Clothing. Kathy, one of the owners, is so helpful and fashionable. I love shopping here.

This is a wonderful shop. Not only is the clothing lovely, eco-friendly, and well-made, it's the customer service that puts EE over the top. Everyone is friendly and helpful. In particular, Erin has such talent to help someone make selections; she knows what will work and what will not, and she's not afraid to tell you when you should "pass" on something. I like this! Great place to shop! read more

The only problem with this place is that I always find too many pieces that I want! The versatile clothing always results in compliments and this place is as "local" as it gets. read more

Love love LOVE this store! Every time I go in there I get great service. The prices are a little high but it's great quality so I can justify it. Thank you for your wonderful service and willingness to help me when I have no clue what I'm looking for. I wish you many years of success. I'll see you soon! :-) read more