We’ve all heard the tales about the clothing industry – we’re leaving 25% of our wardrobe virtually untouched – it’s the biggest pollutant of the earth after oil… there all sorts of issues facing the apparel business; which suggests to me there’s an opportunity.
I am currently involved in the research and delivery of locally produced, beautiful garments made from recycled apparel. There are very few people doing it well and in such a way that it does not reveal the previous garment. You’ll know from my work with Spencer (example below) that I have a penchant for beautifully made, well cut garments. This brand will have less tailoring, more street / club appeal.
1. Dis-assembled garments washed, dyed
2. Sorted into fabric types
3. Collection designed and delivered
The obvious route is to create a Couture House principled on the delivery of a circular economy (an economy that produces no waste or pollution by design and which material nutrients are designed to re-enter the biosphere safely, and technical nutrients, which are designed to circulate at high quality in the production system without entering the biosphere as well as being restorative and regenerative by design.)
However I am of a mind that to create a business model that employs more people and has the opportunity to scale from inception, the entry to market needs to be more Whistles and The Kooples than Stella McCartney or Antonio Berardi. Having said that, like Victoria Beckham the temptation to show a sample collection to assess the market (her first collection was 10 pieces) would create an interesting opportunity to test your interest.
The other big element in addition to creating a circular business model is to also save lives. Already in discussion with a national charity, each garment swing-tag shares the story of a distressed (anonymous) child in your country whose life you will transform by the purchase of the garment.
My question to you; would you buy a garment from this collection?
(I won’t hold you to it, this is just to gauge perception!)