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Let`s Co-Create Together

Hello, I’m Lavinia!

I come from a tiny town in Germany from a family who has always been discussing world issues at the dinner table and done things a little different. That was an important part of my education. And that is also the reason how I ended up doing what I am doing, I think: bringing together the small local things and the big global things and never stop asking questions. I worked as a sustainability consultant for many years, and lately advocating for Germany`s pioneer brand in ethical fashion. I call myself a sustainability provocateur, rather than an expert, because how can I call myself an expert in a field where the biggest challenge is still the huge knowing-doing gap? So in short, this is me. This is what I do: setting little fires everywhere I go...


What I Do


I believe context is everything!

I like to impart data & information around environmental & social justice in an engaging, motivational, emotional, entertaining and/or loud way. I try to incorporate clarity, passion and knowledge to deliver complex, smart and ambitious messages into wide-ranging ethical manifestos by storytelling and lived experiences. 

Consulting by Co-Creation

I offer diverse consulting services around sustainability & ethics & anti-greenwashing in the fashion and agricultural sector. I do that by co-creation because what we need is transformative action and not sole information dropping. I help-out with project follow-up, feedback mechanisms, clarifications on limitations of certifications & standards, value chain mapping, hot spot analyses, and transformative strategy. I welcome collaboration with grassroots organizations, forward-thinking companies embracing degrowth and intersectionality, farming communities, and sustainability professionals grappling with unanswered questions.

Education & Mentoring

I offer one-to-one or group sustainability & ethics education & mentoring to explore and tackle problems and provide insights for systems thinking and interdependence, social justice and fair distribution, environmental stewardship, respect for limits and post-growth-economics. I do that for sustainability professionals who have unresolved questions, but also for everybody who is interested in changing dynamics. 


In order to help the fashion world to stop fooling around and to get facts straight, we (Tanita Hecking and Lavinia Muth) have issued the weekly newsletter "The Crisps", a snackable briefing on anti-greenwashing and honest fashion communication. Including short and savory analysis as well as current and coming legislation easily explained.


erlich stories - stay true to nature

Stay in Touch


Contact & Legal Disclosure

Lavinia Muth

Lützowstraße 9

50674 Cologne



+49 1525 3094934


All photos of me by Anna-Maria Langer (, Copyrighted

All other imagery by website provider, 2023

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