HERE'S WHAT YOU CAN DO TO BE PART OF THIS AS A BRAND OWNER/FOUNDER OR CREATIVE:
"Sustainable Fashion", as a definition, refers to the garments that have been made in a way that is mindful of many environmental issues that the fashion industry touches upon.
Why Sustainable Fashion is increasingly so important — sustainable fashion brands create clothing and accessories in ways that most respect and consider the people involved and the environment by reducing the environmental impact wherever they possibly can. The ultimate goal of sustainable fashion is to have a fashion system that works without leaving a negative impact or footprint.
Traditionally, the fashion industry is pretty dirty and wasteful. Recently, we have made some progress, but the majority of Fashion Brands were "ticking boxes" by doing the minimum. During the pandemic, we saw how clean our skies were; how animals were coming back to places where they had not been seen for many years. We began to see the opportunity for a world that is slower, less polluted and more conscious. The pandemic literally disrupted the whole world. The younger generations, especially Gen Z, are becoming more aware of their impact on the environment, and I am no longer willing to only hope it gets better. They are taking action in the way they spend and consume. These people are often the Brand Creatives, Founders and Influencers.
As a passionate lover of Fashion and especially Sustainable Fashion, I have devoted my career to bettering the practices of the industry.
I moved to Asia in the mid-'90s to pursue my career in Fashion Knitwear Design. At that time, the industry was starting its growth in importing from Asia. Working as a Designer in the UK was very difficult. Positions were few and poorly paid. I was given an opportunity to work in the Hong Kong Office of an importer to Europe. This was to kick-start my career in the Design, Sourcing and Selling of clothing.
In 2022, the Global size of the Fashion/Clothing Industry is forecast at 1.7 Trillion USD, up from 1 Trillion USD in 2011. Back in the mid-'90s, we looked for cheaper ways to make fashionable designs to sell to as many people as possible. The company I worked for was the largest importer in Europe.
Every 1.5 people had a piece of our clothing. Our Trading Partners were New Look, Primark, and Mark One, who made fashionable clothing available to the public at very affordable prices. As a designer in this company, I was well-known. I worked very hard and travelled constantly; life was work, and work was life.
A lot has changed since then. The size of the Fast Fashion Industry is colossal, with prices cheaper than ever. The son of my boss from the '90s has his own Fast Fashion Digital Business with a valuation of Half a Billion USD. "Shein" adds 6,000+ new designs daily. The concerns about the impact of Fast Fashion and overproduction are real. There is a polarisation of fashion with the Luxury resale at one end, with Boo-hoo and Shein at the other.
The motivation for recreating my career is to impact the future of the industry I love.
To partner with Brands who are walking the sensitive line of doing good and making more margin. One of the core competencies of my existing Consultancy Business is to increase margin while improving quality. We create Sustainable Strategies and advise Startups on creating Sustainable Brands.
As a Brand Owner, Founder, or Influencer, it is a responsibility and a privilege to have your place in the future of Fashion. So what part you play is really critical. As a Brand, what are 5 KEY STEPS you can make?
Develop a philosophy and plan. Consider the area you want to champion. Is it water, plastic, leather/fur/feather-free?
Are you a champion of innovative sustainable materials?
Educate yourself and your team: This is a long journey and a shift in mindset. Make it exciting, collaborative and fun. There are so many extraordinary courses and programmes, as well as influencers committed to sharing their knowledge.
Explore inspiring Brands and Stories: There are more and more Innovative Brands, Startups and larger Brands whose products and processes are committed to sustainable materials and practices.
Now, we see Luxury Brands expressing their commitment – Chloe and Stella McCartney – with more joining.
Partner and Collaborate with NGOs, materials startups, community projects and charities. Find influencers and creatives in the space to work with.
Collaboration creates more impact and innovation. Together we learn more and connect for the greater good.
Celebrate the small wins: Doing something is better than nothing at all. Take small steps and celebrate them. Reward yourself, your team and your partners. Create a community committed to a future that really loves the environment through the expression of your brand and the impact it has.
ENJOY!