In a world where environmental sustainability and ethical practices are becoming increasingly important to consumers, the fashion industry is undergoing a profound transformation. The demand for eco-friendly and ethically-produced clothing is on the rise, as consumers seek alternatives to traditional fast fashion that prioritize social responsibility and environmental stewardship.
In response to this growing demand, many entrepreneurs and businesses are seizing the opportunity to create brands of eco and ethical fashion. These brands not only offer stylish and high-quality clothing but also adhere to principles of sustainability, fair labor practices, and transparency throughout the supply chain. In this essay, we will explore the process of creating a brand of eco and ethical fashion, from conceptualization to execution, and examine the importance of sustainability and ethics in the fashion industry.
A activity today well-worn
Today the whole of the supply chain is established and organized : the cotton comes from Mali and Burkina Faso, the wiring is done in Morocco and the transformation, in Madagascar. We also count Tunisia, Italy and France among the countries that are involved in the development of the product. Each of the sub-contractors comply with social standards and environmental standards. ” Learn cooperation with the dies for craft and industrial demand of the time. It is necessary to establish the trust between the partners. I want to work on the long term with sub-contractors, taking care to preserve the interests of each. “
The materials and the production processes are innovative as the work of R&D is one of the added values of the society : cotton sourced from organic farming, but also use of materials regenerated and son recycled, washout biological jeans etc., The treatments and components follow the best environmental standards (GOTS), and the products are certified (type-certification Ecocert). Finally the manufacturing process meets the criteria of fair trade and integration has been a priority for the company.
The first step : sourcing
The first step of its creation was to identify, organize, and secure sourcing. Because it is not a matter of supply in the traditional channels. Also Thibaud Decroo integrates an incubator specialized in the development of businesses in Africa, which is attached to the Unido (united nations Organization for the development of the industry). It raises awareness of the issues of the african cotton, and also integrates the platform Helvetas, which brings together the producer and the buyer. Because why go to provide in India, large producing country, what we can find out a lot more closer to Europe. It is, therefore, in Africa and in the first place in Mali that the cotton bios will be purchased.
Second step : a marketing sharp
The second step in the company development is centred around the implementation of a marketing pointy. The grass is red and will eventually be a brand offering products of the highest quality, at prices that are very affordable and contemporary style.
The models are timeless, chic, casual wear, the lines are pure and refined colors… a mode of thinking to stay a long time in the wardrobe ! As for the quality/price ratio : what you can buy between 25 and 150 € in the Grass Red, sells for between 30 and 300 € at the marks references of the market, they are not as meaningful.
Third step : think global
The third step in the work of Thibaud Decroo on the business was to consider how to ” think global “ and ” think about the future of the company “. The mark is released today in France (Western region) and 20 % of the CA is already being realized in the export. The first men’s collection came out this summer. In October 2010, the brand will decide of open a on-line sales site to make the collections accessible to many potential customers.
The objective of the business in the future
The two year objective is to be present in 200 retailers in France. The grass Red plans to open in Paris its first store show room in 2011.All items in the showroom are almost ready and bear witness to the values of the company : they are eco-designed, fully ecological design flexible and reusable.
The financing of the company
The funding was initially provided by personal funds supplemented by a loan of honor. If some customers to pay instalments at the time of the commands, it is necessary to also finance providers. Not everything is simple to find the right timing in the management of the cash.
creating a brand of eco and ethical fashion is not just about designing stylish clothing; it’s about embracing a philosophy of sustainability, social responsibility, and transparency. By prioritizing eco-friendly materials, ethical production practices, and transparent supply chains, these brands can not only meet the demands of conscious consumers but also drive positive change within the fashion industry. As consumers become more aware of the environmental and social impact of their purchasing decisions, the demand for eco and ethical fashion will continue to grow, presenting entrepreneurs with a unique opportunity to create brands that resonate with values of sustainability and ethics. By embracing this opportunity and committing to principles of sustainability and ethics, brands of eco and ethical fashion can not only thrive in the market but also contribute to a more sustainable and equitable future for the fashion industry and beyond.
