FINDS’ Post

I am sad to learn that Mara Hoffman, a designer I deeply admire and a sustainable role model, is closing her namesake label due to issues with overproduction. While her transparency is commendable, and she rightly highlights the sustainability challenge of over-production, striving to avoid creating unsold stock isn't a complete solution. As evidenced by made-to-order companies that still end up with overstock, it's clear that overproduction is an inherent issue in the fashion industry, one that has persisted since ready-to-wear evolved. Instead of searching for elusive solutions to completely eliminate overstock, we need to confront this reality head-on and develop new circular strategies to retain the value of these products. At FINDS, our mission is to bridge the gap between excess stock and innovative circular solutions that can effectively reduce overstock to zero.

🤔 What can fashion brands (and brands in general) learn from Coach's sustainability initiatives? Over the years Coach has launched multiple sustainability initiatives such as Coachtopia and (Re)Loved. When (Re)Loved launched a few years ago, Coach described it as a groundbreaking initiative to push the fashion industry towards a circular economy. (Re)Loved promised innovation, crafting products from recycled materials, and designing them to be reused or recycled. It was a bold move that garnered attention and applause from sustainability advocates. But let’s not forget what came to light shortly after...... 🌿 Environmental activist Anna Sacks, also known as Trash Walker on TikTok, exposed a different side of Coach. She revealed that the brand was slashing unsold or returned handbags (like many other designer brands) to prevent them from reaching the second-hand market. This practice, aimed at maintaining the exclusivity of their products, stands in stark contrast to their public commitment to sustainability. This brings us to an important conversation about greenwashing. While brands like Coach appear to be taking significant steps toward sustainability, it’s crucial for us, as consumers, to remain vigilant. The good news? ✔ Consumers today are more aware and informed than ever before. It's increasingly difficult for brands to disguise unsustainable practices through clever marketing. 🔎 Transparency is essential, and holding brands accountable is a collective effort. 🌎 For those in the fashion industry, it’s vital to stay informed and critical of such practices. Supporting brands that genuinely commit to sustainability and calling out those that don’t is how we drive real change. What are your thoughts on this? How can we better hold brands accountable and ensure they stick to their sustainability commitments? Share your insights in the comments  👇

It is great to see that brands that see #ESG and #CSDDD as an opportunity rather than a burden can gain significant competitive advantage through transparency, traceability and sustainability throughout the supply chain. Combined with high quality products, great marketing and CX, this is a winning formula. Levent Ergin Vita Berneburg #data #datamanagement

Controversially, I think consumers tend not to care about sustainable fashion generally. Some do of course. But If a garment looks good and the price is right people will buy it. I think unless sustainable fabrics and manufacturing practices are government mandated, we'll struggle to see much change in an industry that causes so much detriment and where greenwashing is rife. Over at Alexander Clementine, as a sustainable brand, we struggled initially to justify the price point, but with our unique seaweed fabric and London manufacturing driving up the cost price, to be a viable business, our products had to be priced as they were. Comparatively to big name brands, consumers struggled to see the benefits of paying that little bit more for a sustainable alternative. Or maybe we did a bad job of marketing it? A pivot was crucial, we found our underwear was helping to alleviate the symptoms of menopause and aid in the recovery of breast cancer because of the ecological properties of seaweed retained with the fabric. And so we decided to make a full transition into women's health. A clear product market fit, with a genuine solution to a crucial and unavoidable problem. The price point was justified because of the relief the consumer gained. We now focus on highlighting the benefits of the fabric and the problem it's solving, the sustainable aspect of the brand is clear but not talked about in our marketing. Do you think consumers really care about sustainable fashion?

Are "made to last" claims greenwashing? We wrote an article about the latest greenwashing and the EU regulations and one of the topics that was considered when creating the article was "made to last" as a sustainability claim. I've seen brands consider themselves sustainable due to the fact their garments or products are 'made to last' but the actual materials of the product are far from sustainable. Is that greenwashing? No doubt, in theory at least, making garments/products last longer is a great way to reduce the impact on our planet. If our products last longer, we'll need to replace them less, hence buy less and potentially make less. But, there are some issues with that: 1. Is our purchasing behaviour really impacted by the longevity of the garments we wear? I think for the most part, especially when considering fashion and artistic products, we buy them because we love and want them, not because our previous product broke or tore. 2. Who decides how long is long? if a garment 'lasts' 5 years, is that an acceptable duration? what about 10 years? 3. Surely, this varies depending on the type of garment and the usage. Can we, and should we, judge a technical outdoor garment in the same way as a day-to-day office piece? Is it ok for a casual piece to fall apart after 3 years? 4. In 2024, can we afford, as brands, to not make garments 'to last'? for us, and outdoor or performance brands, that's a not-so-difficult decision, durability is many times part of the garment's purpose (there are other considerations like waterproof coating, will you use something more damaging but last longer?) What about fashion brands that don't aim to take you up a snowy mountain or keep you dry in the rain but rather simply help you express yourself with the garments you wear in the most affordable way? For me, moving forward, I prefer to minimise the use of made-to-last in our marketing and messaging as I don't feel comfortable with it when it comes to explaining why 3RD ROCK is sustainable. I'm sure there are a few places on our website we've made that "mistake" in the past.

Faherty Brand, known for its coastal-inspired style has always had a focus on #sustainability and more recently formalized this through both certification as a #BCorp and becoming a 1% for the Planet member. While no system is perfect, each of these steps individually and especially together provide a solid foundation for performance on environmental and societal objectives. Not only do both provide clear standards, but more importantly, they also are platforms to learn how to be better and have strong communities that provide support and ways to connect with likeminded firms. I recently talked to co-founder Kerry Docherty about these achievements as well as Faherty’s inaugural impact report which lays out ambitious goals including achieving 100% responsible materials, reducing carbon emissions through ocean shipping, and launching a take-back program to close the loop on #fashion #waste. These initiatives go hand-in-hand with efforts to ensure #supplychain transparency. #Fashion is one of the most challenging industries from a sustainability perspective and Faherty provides some good examples of how brands can work to move beyond the traditional consumerist take-make-waste model. B Lab B Lab U.S. & Canada

Ouch, 17 companies have been urged to rethink their green claims! Many businesses still struggle with the shift to sustainability because short term profit goals often clash with the long-term investments and changes needed for real progress. It doesn’t have to be so difficult, as long as you bring your customers along for the journey and stay transparent about your progress and results. Flip the struggle. Turn that shift towards a more sustainable business into an opportunity to reconnect with your core customers. The Business of Fashion https://lnkd.in/enhsweTi Want to see if you're on track > https://lnkd.in/etqX6_iw

Great insights! As a supplier, I see this challenge from a different angle. Many clients demand the use of sustainable fabrics, the reality is that these often require a series of tests and certifications that drive up costs. Interestingly, products made from sustainable materials like recycled cotton or RPET don’t always feel significantly different from those made with regular materials, which can make it difficult for consumers to perceive the added value. I believe that while there is a niche of environmentally conscious consumers willing to pay more, the real key lies in adding value on top of sustainability. Whether it's health benefits, durability, or innovative design, combining these aspects with sustainability can help justify the higher price point and resonate more with a broader audience.

🌍 Sustainability Challenges Facing the Fashion Industry 🧵 The fashion industry is one of the most environmentally taxing sectors, with high water consumption, chemical pollution, and carbon emissions throughout its value chain. Yet, the industry has been slow to address these sustainability challenges. Key questions the fashion industry must solve to reach true sustainability: 🤔 Is the industry aiming for genuine sustainability or just compliance? Regulations are becoming more stringent, but many firms are merely doing the minimum to comply rather than driving transformative change. 💼 How can brands make sustainability more attractive and accessible to consumers? Sustainability is often seen as dry or threatening - brands need to inspire customers through positive messaging, fair pricing, and innovative engagement. 🌱 Where can fashion look for inspiration? Young, sustainability-first brands are embracing eco-design, new materials, and innovative business models that treat customers as partners in the transition. Overall, the industry must move beyond "doing less bad" to actively regenerating the environment and communities. This will require rethinking growth, consumption, and value - a challenge many established players are still reluctant to embrace. 💪 The window to address fashion's environmental impact is quickly closing. Bolder, systemic change is needed to protect our planet for future generations. 🌳 #SustainableFashion #CircularEconomy #ClimateAction https://lnkd.in/es5gd5-t

Reformation's Reveals Enlightening Insights from the Latest Sustainability Report 📝 Reformation, the women’s apparel brand headquartered in Los Angeles, has recently unveiled its annual sustainability report, shedding light on both achievements and challenges encountered in its ongoing quest for environmental responsibility. This report not only encapsulates the brand’s individual efforts but also mirrors broader struggles within the fashion industry to align with eco-conscious practices. Read now on CommonShare News 👉🏼 https://buff.ly/4ahxLUA #reformation #apparel #circularapparel #sustainable #sustainability #sustainableapparel #sustainablematerials #sustainabletextiles #ecofashion #ecoapparel