Hello, Darlings!
Welcome back, and welcome to another blog from the Future of Fashion, a place where we can magically impact the future of fashion, beauty and creativity for all living creatures.
So, you have a successful brand or business and now it’s the time to make it sustainable. It is something you have been wanting to do for a while but did not have the time or knowledge to do so earlier. You know being sustainable is really important for the future of fashion and, therefore, your brand, but you don’t know where to start. Well, you are in the perfect place - it will all be considered and created in the newsletter. You are in safe hands, so let’s get started!
Creating a sustainable brand is not only about using eco-friendly materials, but that is a good place to start. Being sustainable is more complex than that, it requires a holistic approach to sustainability. This complexity is exactly why you probably have not started yet. Growing a brand and having it thrive is a big accomplishment, growing sales is something founders do not want to interrupt or put at risk. How can your brand become sustainable without risking sales or interrupting growth?
Firstly, get clear on what sustainable fashion is. Here is a very thorough definition from Wikipedia:
Sustainable fashion is a term describing efforts within the fashion industry to reduce its environmental impacts, protect workers producing garments and uphold animal welfare. Sustainability in fashion encompasses a wide range of factors, including cutting CO2 emissions, addressing overproduction, reducing pollution and waste, supporting biodiversity and ensuring that garment workers are paid a fair wage and have safe working conditions.
Next, let’s explain why this step to sustainability is important to you and your business. If you are reading this newsletter, you are likely to be someone who considers the measures above important. You have a commitment to making the world a better place and to improving life on this planet through what you do and create. Being a force for good in the world.
Upon reflection and as I write this, I realise just how easy it is to make this transition. There are several steps, but nowadays, they are not that difficult.
Create a manifesto that aligns and inspires your team. This will address the following:
Sustainable Material: Organic, supernaturals, including Sorona, bio-based, Econyl and other non-oil-based materials. Communicate with your customers. Tell them all about your commitment and how you are implementing it through these materials; and how much they will benefit through buying and wearing.
Ethical Manufacturing Practices:
i. Fair labour: nowadays it is so easy to implement and ensure this. Use credibly certified factories.
ii. Low-impact manufacturing: explore processes like waterless dyeing. Many suppliers have engaged in such labour-saving and eco-advantageous practices.
Circularity: Educate your customers and community on the benefits of DESIGN FOR LONGEVITY - creating durable, high-quality products that last longer. RECYCLING and UPCYCLING - share ideas and solutions in your community for post-consumer waste and offer TAKE-BACK programmes.
Certifications and Standards: The fashion industry has integrity. Adhering to certifications and industry standards is a great assurance to clean chemicals, materials, processes and behaviours. They are your superpower.
MARKETING YOUR AMAZING WORK AND COMMITMENTS: Engage in TRANSPARENT COMMUNICATION; emphasise the importance of honesty, transparency and openness on your sustainable commitments. Engage your community in this, and create events, opportunities and experiences.
Making your brand sustainable is so much easier nowadays. It really is one step at a time. For easy solutions join our community, where you will have everything you need for free.
As always, have fun, love life, and enjoy fashion.
Kate xx