In the fast-moving fashion and entertainment industries, staying true to your values can be a challenge. For Yumika Hoskin, it’s simply a way of life.
Over the last few years, the Australian-Japanese model, content creator and founder of eco-friendly brand Peco Bag has built a career deeply centred around sustainable living. Through her platform, she shares her thoughts on everything from daily rituals to the small, thoughtful changes that can lead to a more conscious lifestyle. Beyond sustainability, it’s a genuine desire to show up authentically that has guided her journey, both personally and professionally.
“I don’t want an ordinary life; I want an extraordinary one,” she explains, reflecting on a lifelong inclination to carve out her own path, however unconventional. This mindset, instilled by her Japanese heritage, is a real driving force. Raised with an appreciation for mindfulness and artistry, she was taught to approach every action with intention. “In Japanese culture, there’s a strong emphasis on discipline, tradition, and an artful approach to everyday life,” she shares. This cultural influence has helped her adopt a more mindful way of living, one that emphasises gratitude and being present in the moment. Today, that same thoughtfulness is reflected in her work, where her various business ventures have become an extension of her commitment to living with purpose.
Yumika Hoskin wears denim shirt and wide-leg jeans by Sui, earrings by Lara & ElaBuilding Better Habits
However, Yumika hasn’t always had this lifestyle; a series of eye-opening industry experiences pushed her towards change. As her career in TV hosting and modelling took off, she became increasingly aware of the overwhelming amount of waste accumulating in her daily life. Brands would send her media kits filled with new products, beautifully packaged, but wrapped in layer upon layer of plastic. “It was really overwhelming to see so much waste generated from these media kits alone,” she recalls. Her cupboards quickly became cluttered with countless branded tote bags she never used, and her frustration with unnecessary waste began to grow.
She recalls one simple yet profound moment which made her reevaluate her consumption habits. She bought a juice, which came in a plastic cup with a plastic film lid, a plastic straw, and was then placed in another plastic bag. “Within minutes, it was all discarded,” she says. Similar experiences—like watching groceries being double-bagged at the supermarket—sparked a desire to find a better way. “I started actively refusing plastic bags and began carrying my own. This was a big turning point.”
It was this personal shift that led to the creation of Peco Bag, “I wanted to design a reusable bag that was not only practical, but also stylish enough for people to actually use.” Produced with fabric made from regenerated plastic waste, Peco Bag’s compact design folds into a pouch that fits in the palm of your hand, making it easy to carry and store. Though the project started as a personal initiative, it has since grown into a thriving business. Over the past five years, she has released multiple collections, created custom designs for corporate clients, and inspired countless people to make small but impactful changes to reduce their plastic consumption.
Making Sustainability Sustainable
Yumika’s passion for sustainability goes well beyond business. As someone who engages deeply with the eco-conscious community, she has had the opportunity to speak at green events and participate in panel discussions. These experiences have not only been inspiring but also eye-opening, offering insights into the challenges faced by sustainable brands. “It’s difficult to stay competitive and profitable as a sustainable business,” she admits, highlighting the financial struggles that even the most committed companies face. We discussed the case of Renewcell, a prominent textile recycling company which had recently filed for bankruptcy and Mara Hoffman, a veteran in sustainable women’s fashion who recently closed her business after 24 years.
This reality check has shaped her understanding of sustainability as an ongoing journey, rather than a fixed destination. “Sustainability isn’t just about creating an eco-friendlier product; it’s about leading as examples of change,” she explains. Research and development in this space is still evolving, and sustainable brands need more support—from mentorship to funding—to scale effectively. Balancing responsible sourcing, fair wages, and competitive pricing is a constant challenge, especially when competing with the speed and low costs of fast fashion.
Yumika wears the Tara dress by Su By HandA Journey to Healing
Yumika’s conscious living journey has also been influenced by her experience with Topical Steroid Withdrawal (TSW), a distressing and debilitating condition arising from the use of topical steroids to treat skin problems (like eczema). “Going through TSW was a wake-up call,” she shares. “Not only was it challenging to regain control over my health, but it also opened my eyes to how deeply connected our well-being is to the health of the planet.”
As she sought natural remedies, turning to Eastern methods like Traditional Chinese Medicine (TCM), Yumika realised that the Earth provides much of what we need for healing. “Our bodies and the planet are interconnected. The same way the Earth knows how to balance itself, our bodies also strive for that balance.” Her experience with TSW has reshaped her understanding of sustainability, extending beyond material consumption to encompass the food we eat, the water we drink, and the overall health of the ecosystem. “It’s a reminder that sustainability isn’t just about reducing waste or choosing eco-friendly products. It’s about recognising that the Earth’s health and our health are intertwined.”
Sustainability isn’t just about reducing waste or choosing eco-friendly products. It’s about recognising that the Earth’s health and our health are intertwined.
Yumika Hoskin wears linen blazer and shorts by 1 People, Istanbul earrings and Los Angeles necklace by Lara & ElaSaying No to Fast Fashion
Despite the challenges, Yumika is unwavering in her commitment to integrity, even turning down lucrative collaborations with ultra-fast fashion brands. “I’d be lying if I said it didn’t sting a little to turn those opportunities down,” she admits. But she’s clear that accepting them would compromise her values. “I wouldn’t feel good about it. Staying true to my path is far more rewarding in the long run. Saying no to something just makes space for a ‘yes’ that’s much more aligned with who I am.”
She also acknowledges the tension between promoting sustainability while working in an industry that thrives on consumption. A former fashion stylist and model, Yumika has always had a deep love for fashion—something she continues to embrace. However, she’s careful to avoid encouraging overconsumption. “I find joy in showing how to make the most of what you already own,” she says. Whether it’s restyling a beloved thrifted piece or mixing up how she wears sustainable staples, she wants to break the stigma around outfit repeating. “Fashion can be creative and fulfilling without constantly buying new things.”
Staying true to my path is far more rewarding in the long run. Saying no to something just makes space for a ‘yes’ that’s much more aligned with who I am.
Yumika Hoskin wears Lucia shirt by Su by Hand and Madame Butterfly earrings by Lara & ElaAs she looks to the future, Yumika remains hopeful and focused on making sustainability inspiring and accessible for all. Her advice for those looking to live more consciously is simple: start small. “Sustainable living doesn’t have to be overwhelming or extreme. It’s about making conscious choices—pick one habit you can easily change and begin there.” Whether it’s bringing a reusable cup for your coffee or a reusable bag for groceries, she emphasises taking small, manageable steps. “It’s not about aiming for perfection, but simply starting somewhere. For me, it began with saying no to plastic bags. Now, I find myself making more thoughtful decisions in every aspect of my life.”
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Lucia Ruffle Shirt
$155
Name of the Rose Earrings
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Magniclip Styling Tool in Glossy Blush
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Mango-Dyed Tara Dress
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The Denim Daisy Trousers
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