Sustainable Fashion LA

How To Make Sustainable Fashion Sexy

Presentation For TEKO

challenges

Cost becoming value Convincing customers of value

But it still has to compete on other parameters

Employee involvement policies Make sustainability part of everyone’s job, not just the

sustainability manager

People are likely to be more loyal to an employer whose values match their own, who treat the world with respect

Sustainable Materials Resources Partnering with industry groups to prove market exists

Using recycled materials as a differentiating point

solutions

Make a better product (sexy/chic/priced right/well-made/ ...) and Sustainable

Stay Relevant CSR strategies should be relevant to core business

Focus on responsible production before aiding causes

Tell the story, give customers pride in ownership People are much more likely to be drawn to stories,

especially about other people

Explain why it cost you more to make it

winning examples

Nike: evolved from worst reputation by shifting focus from labor to environment, and improving labor practices.

Tom’s: buy a pair, give a pair model copied widely

ekocycle: Will.i.am & Coke partner with brands who need recycled PET

Message is clear, and well-communicated via celebrity

Easy to shop for products on ekocycle.com, which links to retail partners’ sites.

Patagonia: industry-leading quality, responsibly made within their price points

Burning Torch: led the way in recycled fashion, now Ralph Lauren’s cousin is following suit

recycled military

Burning Torch Coat Greg Lauren Jacket

ekocycle

H Brothers 60% post-consumer waste Levi’s 29% post-consumer waste