Medveten måndag

Under onsdagens Fashion Talks som arrangerades av Antonia Ax:son Johnsons stiftelse för miljö och utveckling debatterades framtidens mode. Tiden gick alldeles för snabbt och flera av talarna hann inte slutföra sina resonemang. En av dem var Iain Foxall som mailade mig sina två huvudidéer för hur modehus kan bli bättre på hållbarhet.

1. Subscription fashion brands
Foxall works with many magazines, where we have seen many more advantages to having a strong subscription base. An example is Italian Vogue, which is largely subscription; they don’t print waste copies. They can plan better. We think that this seems like a relatively small step for a fashion brand to take.
• Less waste • More effective planning • Potentially less marketing budget needed • Makes the brand more open to co-operative structures
There have been a handful of attempts to start this kind of thing up, but they have mainly been small, independent shops. We think it’s very feasible that any brand can start up a sub-brand that is subscription only. The subscription-only sub-brand may overtake the original brand.

2. The Jacket Cover
Foxall have developed a product that places the sustainability concept in the actual product itself.
Creating new life for existing clothing – dressing up last year’s jacket with this year’s new colour or new fabric. We wanted to completely cover an old jacket both inside and out – effectively zipping the old jacket completely inside a new outer shell.
• Keeping up to date with fashion (colour or pattern or cut of the season) • True Re-commerce • Engages the customer in the re-commerce process, rather than it being a didactic approach
–
Conculsion: In putting across the message of responsibility there is a lot of room for more innovation.

Det går även att se Iain Foxall berätta om sina idéer här.