Launching Your Brand in 2024?
Launching Your Brand in 2024?
Here’s a Guide to Embedding Sustainable Practices from the Start
Embarking on the exciting journey of launching your brand in 2024 comes with not just opportunities but also profound responsibilities. As the world increasingly pivots towards sustainability, the decision to integrate eco-conscious practices from the outset is not just admirable but essential. In the dynamic tapestry of the fashion industry, each thread – from material sourcing to unsold product disposal – weaves a significant environmental narrative. This narrative is more than a backdrop; it’s a call to action for emerging brands like yours.
As a new entrant in this vibrant sector, you’re uniquely positioned to set a precedent. By embedding sustainability in your brand’s DNA from day one, you sidestep the complexities of retrofitting these practices later – a challenge that can grow exponentially with your brand. This forward-thinking approach is about more than minimising your ecological footprint; it’s about redefining the relationship between creativity, commerce, and culture.
Understanding the lifecycle of a garment – from a nascent idea to a cherished piece in a consumer’s wardrobe – offers a lens to view this journey. It’s a path laden with choices that impact our planet. Through each stage, from raw material harvesting to distribution, and ultimately to disposal, your brand can make a difference. Assessing and implementing sustainable practices at each step is not just a stride but a leap in the right direction for a greener future.
As we delve into the nuances of each stage of a garment’s life, remember: small, thoughtful interventions can culminate in a significant positive impact. Your brand’s journey begins now, and it’s poised to be an inspiring example of sustainability in action.
1. Design and Ideation
In the realm of fashion design and ideation, creativity meets sustainability. As an emerging designer, this phase is your canvas to sketch designs that are not just aesthetically pleasing but also environmentally conscious. Embrace the concept of using what’s already available – like deadstock, or sustainable options from platforms like Queen of Raw. This approach not only champions the reuse of materials but also introduces an innovative edge to your creations. Additionally, these platforms offer a unique opportunity for you to sell any excess materials, promoting a circular fashion model where waste is minimised and resources are maximised.
2. Material Sourcing and Manufacturing
Sustainability extends into the quality control and finishing processes of your garments. Natural dyeing techniques, utilising everyday kitchen waste like onion skins or avocado pits, can be a game-changer. These organic materials offer a palette of natural colours, reducing the need for harmful chemicals. This practice not only makes your production process more sustainable but also adds an element of artisanal craftsmanship to your brand’s story.
Additionally, transparency about how and where your garments are made provides a different level of quality assurance to your customers. By openly sharing details about the manufacturing process, the origins of the materials used, and the artisans behind each piece, customers gain a deeper understanding and appreciation of who or what made their garments. This level of transparency fosters trust and a stronger connection between your brand and its audience.
Aligning with the sustainability policies of leading retailers, such as ASOS, could further enhance your brand’s appeal. ASOS has set ambitious sustainability goals, including their ‘Fashion with Integrity’ 2030 program, which emphasises the use of more sustainable or recycled materials in all their own-brand products and packaging by 2030. They aim to be Net Zero across their value chain by 2030, prioritising transparency and diversity in their operations. This includes a shift away from traditional materials that have a significant environmental impact. Specifically, ASOS’s animal welfare policy restricts the use of materials like pearl or horn for buttons, silk, and plastic fibres for linings in products sold on their platform. By adopting similar sustainable practices, such as avoiding pearl or horn buttons, plastic fibre linings, or silk, your brand can meet the standards set by influential retailers and appeal to a growing base of environmentally conscious consumers.
4. Packaging and Transportation
In the packaging and transportation of your products, small choices can make a big difference. Consider designing packaging that is not just functional but also reusable, adding value to the customer experience while staying true to sustainable principles. Using recycled paper for packaging gives it a minimalistic yet elegant appeal, aligning with a growing consumer desire for environmentally responsible brands. Moreover, the manufacturing process itself warrants attention for its environmental impact. Common practices, such as hanging garments on wire hangers and sheathing products in plastic, pose significant sustainability challenges. This stage of production offers an opportunity for innovation and further commitment to sustainability. Replacing wire hangers with eco-friendly alternatives and eliminating plastic sheaths in favour of biodegradable or reusable covers can significantly reduce your brand’s environmental footprint, further enhancing your appeal to eco-conscious consumers.
5. Retail and Marketing
As you market your brand, think beyond the traditional fashion calendar. Creating trans-seasonal clothes defies the fast-paced cycle of fashion seasons, promoting longevity and timelessness in your designs. This approach is increasingly relevant in the context of global warming, where unpredictable weather patterns and extreme climate events are rendering traditional seasonal clothing less functional. Cold snaps, heatwaves, and other erratic weather conditions challenge the conventional wisdom of seasonal fashion, making trans-seasonal designs more practical and appealing.
Taking a cue from brands like Kai Collective by Fisayo Longe, which steer clear of mass sales events like Black Friday, you can cultivate a brand ethos that prioritises mindful consumption over impulsive buying. This approach not only sets your brand apart but also resonates with a growing demographic of environmentally conscious consumers, who are acutely aware of the impact their choices have on the planet. By aligning your brand with these evolving consumer attitudes and the realities of a changing climate, you position yourself at the forefront of a sustainable fashion movement.
7. End-of-Life and Disposal
Finally, consider the end-of-life of your garments. Encouraging customers to return used garments for recycling or repurposing is a crucial step towards a more sustainable fashion industry. Starting a small-scale take-back program or collaborating with local recycling initiatives can be a great way to begin. Providing incentives, such as discounts on future purchases, can encourage customer participation in these programs, closing the loop in your brand’s production cycle.