Sustainable Fashion Forum

This week was...A LOT. ?? If you took a break from the news—whether for a mental reset or to focus on the main headlines—we’ve got you covered! ?? Here’s your Week/End recap of the latest sustainability news. With Donald Trump’s return to the White House, industry experts are speculating on possible impacts for fashion, retail, and sustainability. From potential price increases and sourcing challenges to shifts in sustainability goals, we unpack it all over on Substack. ?? Meanwhile, in his final months in office, President Biden is set to propose reforms to the de minimis exemption, which currently allows duty-free imports valued under $800—a move that could reshape the fast fashion landscape. On the innovation front, Fashion for Good launched?World of Waste, a tool mapping global textile waste hotspots to help recyclers and innovators locate and use textile waste more efficiently. SCIRT Project also launched the?True Cost Calculator, developed by VITO and Flanders DC, to help fashion professionals assess the full environmental and social impacts of garments throughout their lifecycle, bridging the gap between retail prices and true societal costs. As the industry dives deeper into impact assessments, research from the University of Plymouth raises an essential consideration: while bio-based fibers like viscose and lyocell are often marketed as eco-friendly, they may carry unexpected ecological risks, like higher toxicity for earthworms compared to polyester. This finding underscores the importance of evaluating next-gen materials carefully to truly support circular economy goals. To help brands effectively communicate these efforts to consumers, the newly released?Circular Economy Marketing Playbook?from the Ellen MacArthur Foundation and Kantar offers practical strategies for marketing reuse, repair, and resale, along with case studies to guide sustainable practices. In other tech updates, Cascale, in partnership with Worldly, introduced an updated?Higg Facility Environmental Module, enabling facilities to track monthly environmental metrics and improve supply chain transparency. To tackle carbon reduction in India’s high-emission apparel sector, the Apparel Impact Institute released a report outlining sustainable finance strategies to decarbonize the industry, aligning with national climate targets. Ahead of COP29, Global Fashion Agenda’s?GFA Monitor '24?was released, with actionable steps for net-positive impact across sustainability priorities, including circular systems and carbon reduction. Other highlights include H&M’s Pre-Loved Archive collection expansion in Europe with Bleckmann’s logistics support and Green Theme Technologies Inc.’s $6 million investment to scale PFAS-free textile treatment. Looking for your next career move? ?? We added job openings from companies like Patagonia, Nudie Jeans, Gap Inc., Vuori, and more to the SFF Job Board! → Head to our Substack for more news, links, and jobs → https://bit.ly/4fD3gLY

If you took a step back from the news this week—whether for a mental health break or to focus on the big headlines—we’ve got you covered. Here’s your quick-hit recap of this week’s sustainability news you might have missed. ?? With Donald Trump’s return to the White House, industry experts are speculating on possible impacts for fashion, retail, and sustainability. From potential price increases and sourcing challenges to shifts in sustainability goals, we unpack it all over on Substack. ?? Meanwhile, in his final months in office, President Biden is set to propose reforms to the de minimis exemption, which currently allows duty-free imports valued under $800—a move that could reshape the fast fashion landscape. On the innovation front, Fashion for Good launched?World of Waste, a tool mapping global textile waste hotspots to help recyclers and innovators locate and use textile waste more efficiently. SCIRT Project also launched the?True Cost Calculator, developed by VITO and Flanders DC, to help fashion professionals assess the full environmental and social impacts of garments throughout their lifecycle, bridging the gap between retail prices and true societal costs. As the industry dives deeper into impact assessments, research from the University of Plymouth raises an essential consideration: while bio-based fibers like viscose and lyocell are often marketed as eco-friendly, they may carry unexpected ecological risks, like higher toxicity for earthworms compared to polyester. This finding underscores the importance of evaluating next-gen materials carefully to truly support circular economy goals. To help brands effectively communicate these efforts to consumers, the newly released?Circular Economy Marketing Playbook?from the Ellen MacArthur Foundation and Kantar offers practical strategies for marketing reuse, repair, and resale, along with case studies to guide sustainable practices. In other tech updates, Cascale, in partnership with Worldly, introduced an updated?Higg Facility Environmental Module, enabling facilities to track monthly environmental metrics and improve supply chain transparency. To tackle carbon reduction in India’s high-emission apparel sector, the Apparel Impact Institute released a report outlining sustainable finance strategies to decarbonize the industry, aligning with national climate targets. Ahead of COP29, Global Fashion Agenda’s?GFA Monitor '24?was released, with actionable steps for net-positive impact across sustainability priorities, including circular systems and carbon reduction. Other highlights include H&M’s Pre-Loved Archive collection expansion in Europe with Bleckmann’s logistics support and Green Theme Technologies Inc.’s $6 million investment to scale PFAS-free textile treatment. Looking for your next career move? ?? We added job openings from companies like Patagonia, Nudie Jeans, Gap Inc., Vuori, and more to the SFF Job Board! ?? Head over to our Substack for more news, links, and jobs!

If you took a step back from the news this week—whether for a mental health break or to focus on the big headlines—we’ve got you covered! Expect your quick-hit, no-fuss guide to the week’s need-to-know news and job opportunities in sustainable fashion in your inbox tomorrow morning! ?? ???? Not subscribed yet? Don’t miss out—make sure you’re signed up! https://lnkd.in/gXrsqnmM

A lot happened in sustainable fashion news this week! ?? With less than 1% of textiles being recycled globally, the push to scale textile recycling is intensifying. This week saw significant developments as companies advanced efforts to address this challenge. Goodwill Industries International, Reju, and WM launched a multi-year project to reduce textile waste across North America. Selenis Specialty Polyester Solutions and Syre announced plans for a recycling plant in North Carolina, expected to produce 10,000 metric tons of circular polyester annually by 2025. Circ? partnered with Birla Cellulose in a five-year agreement to scale their textile recycling efforts, aiming for 5,000 metric tons of pulp annually. CARBIOS, working with PUMA Group, Patagonia, On, Salomon, and PVH Corp., introduced a T-shirt made from 100% bio-recycled textile waste. Ambercycle and Arc'teryx Equipment also announced a partnership to integrate recycled Cycora fiber into performance apparel. Beyond recycling, the Australian Government committed AU$4 million to The Woolmark Company’s Insetting Program to reduce Scope 3 GHG emissions through partnerships with woolgrowers. H&M Group signed a VPPA with Lightsource bp for a solar project in Texas. Production innovation also saw progress. Steve Madden and HILOS announced a partnership to leverage 3D printing and generative design for custom footwear production within 72 hours, significantly reducing waste. Textile Exchange introduced the 'Materials Matter Standard' to connect climate impact with supply chain practices. Additionally, Cascale introduced a new member engagement and governance model to foster inclusive decision-making and elevate input from suppliers and manufacturers. As brands and organizations continue to push for more sustainable practices, leadership and transparency remain at the forefront of industry efforts. Kering, in collaboration with the University of the Arts London’s Centre for Sustainable Fashion, launched 'Governance for Tomorrow' to enhance sustainability governance in luxury. Meanwhile, consumer awareness is being brought into sharper focus with Netflix's release of the trailer for?'Buy Now! The Shopping Conspiracy,'?a documentary that explores the strategies brands use to drive consumerism, featuring insights from former Adidas, Apple, and Amazon executives. This week has been packed with new developments in sustainable fashion. Head over to our Substack for more coverage, industry news, job opportunities, and more!

A few weeks ago, I talked about how boring and repetitive sustainable fashion messaging has become. Too many companies get stuck recycling the same predictable narrative, completely missing the chance to engage consumers in a way that feels fresh and unique to their brand. That’s why The Woolmark Company’s latest campaign,?'Wear Wool, Not Waste,'?was such a refreshing change. They threw the predictable playbook out the window and delivered something hauntingly cool. (Pun intended ??) In this campaign, Woolmark released a cinematic film where discarded clothes come to life, running through a city like an apocalyptic scene straight out of a zombie movie. ?????? It’s not your typical sustainability ad that bombards you with statistics or guilt trips about reducing waste. Instead, this film grabs you from the start, with disembodied clothes flooding the streets, stopping traffic, and sending people scrambling for cover. After watching the campaign, I had so many questions: ?? Was consumer psychology a key consideration when developing this campaign? ?? Considering Woolmark doesn’t sell consumer-facing products, how does Woolmark measure the success of a creative campaign like this? ?? What key performance indicators do they focus on? ?? Why did they see value in investing in a resource-intensive campaign like this, especially given that consumer behavior rarely shifts overnight? I reached out to the Woolmark team and chatted with John Roberts, CEO of Australian Wool Innovation and Managing Director of The Woolmark Company, to learn more about the creative process behind the campaign and how they approach sustainability, consumer behavior, and long-term impact. Here’s what he said, plus more about the psychology behind the campaign! ???????? https://lnkd.in/g9nyWR5m

A few weeks ago, I talked about how boring and repetitive sustainable fashion messaging has become. Too many companies get stuck recycling the same predictable narrative, completely missing the chance to engage consumers in a way that feels fresh and unique to their brand. That’s why The Woolmark Company’s latest campaign,?'Wear Wool, Not Waste,'?was such a refreshing change. They threw the predictable playbook out the window and delivered something hauntingly cool. (Pun intended ??) In this campaign, Woolmark released a cinematic film where discarded clothes come to life, running through a city like an apocalyptic scene straight out of a zombie movie. ?????? It’s not your typical sustainability ad that bombards you with statistics or guilt trips about reducing waste. Instead, this film grabs you from the start, with disembodied clothes flooding the streets, stopping traffic, and sending people scrambling for cover. After watching the campaign, I had so many questions: ?? Was consumer psychology a key consideration when developing this campaign? ?? Considering Woolmark doesn’t sell consumer-facing products, how does Woolmark measure the success of a creative campaign like this? ?? What key performance indicators do they focus on? ?? Why did they see value in investing in a resource-intensive campaign like this, especially given that consumer behavior rarely shifts overnight? I reached out to the Woolmark team and chatted with John Roberts, CEO of Australian Wool Innovation and Managing Director of The Woolmark Company, to learn more about the creative process behind the campaign and how they approach sustainability, consumer behavior, and long-term impact. Here’s what he said, plus more about the psychology behind the campaign! ???????? https://lnkd.in/g9nyWR5m ????

A new report by youth culture agency Archrival and Tumblr came out last week, highlighting the growing gap between what marketers?*think*?resonates with Gen Z and what actually does. While marketers believe their campaigns are hitting the mark, only?42% of Gen Z?agrees.?Seventy percent?of Gen Z says it’s hard to find brands that truly speak to them, and?68%?can’t remember the last time a brand’s marketing left a memorable impression. Brands are spending millions trying to position themselves as culturally relevant, but many are perceived by Gen Z as out of touch, late to trends, or worse—just plain "cringe." Yikes! ?? But there’s a silver lining for brands willing to adapt—and an incredible opportunity for sustainable fashion. We’re witnessing a pivotal moment where sustainable brands are uniquely positioned to capture not just niche markets but also mainstream consumers who are increasingly disillusioned with traditional brands and are craving what sustainable fashion inherently offers. Over on my Substack, I dive deeper into how sustainable brands can better connect with today’s culture-shifting consumers. I also explore how Coach's latest Coachtopia campaign missed the mark, and what brands can learn from their approach to circularity and Gen Z engagement. If you're interested in how brands can bridge the gap between consumer expectations and marketing strategies—and want to explore practical, actionable insights for sustainable fashion—come join the conversation! Each week, I share in-depth analysis, case studies, interviews, and the latest trends at the intersection of fashion, psychology, consumer behavior, and sustainability to challenge norms, shift consumer habits, and bring sustainability into the mainstream. Get this and more delivered straight to your inbox every week! ???? https://lnkd.in/gUYu6XM2

Part one of my Substack series,?The Fashion Exec's Guide to Influencing Sustainable Consumer Behavior,?is OUT NOW—and it's a 27-minute read! I totally nerded out on this one ?? ?? It’s a deep, deep?DEEP?dive into how psychology shapes consumer behavior—covering both internal drivers and external influences—and takeaway's for guiding consumers toward sustainability. I’ve packed it with case studies and examples from brands like Vestiaire Collective, Stella McCartney, and more. In part one, we break down how cognitive biases, like status quo bias, confirmation bias, availability heuristic, temporal discounting, and spatial discounting, impact consumer choices—often without them even realizing it. ?? We also explore how intrinsic and extrinsic motivations drive sustainable decisions, and the role that peer pressure, social proof, and cultural norms play in shaping consumer behavior. Understanding your consumer is essential for any business strategy, but when the goal is to shift behavior toward sustainability, it’s?critical?to dive deep into their motivations, habits, and decision-making processes. ?? IMO, one of the biggest challenges in sustainable fashion is the industry's shallow understanding of what truly drives consumers. In part one, we start unpacking these factors so that we can ultimately create products, services, and systems that make sustainable solutions more appealing and competitive with mainstream options. Come join the conversation! ????: https://lnkd.in/exhD4EVK

The success of the Responsible Textile Recovery Act (SB707) will significantly depend on consumer participation. While the law mandates that producers take responsibility for their products' entire lifecycle—from creation to recycling and reuse—the effectiveness of these initiatives hinges on active consumer engagement to achieve environmental benefits. Collaboration between producers and consumers is key to the law's success. Understanding consumers is fundamental to any strategy; however, when aiming to change consumer behavior and promote sustainability in fashion, it's even more critical to understand every aspect of consumers' motivations, habits, and decision-making processes—both internal factors and external influences. ?? For sustainability professionals, leveraging consumer psychology is essential to create products and services that resonate with customers, compete with mainstream fashion, and challenge ingrained consumer habits. ?? Unfortunately, the industry often has a shallow understanding of consumers' motivations. There's a common assumption that consumers who care about sustainability will naturally choose eco-friendly options—a misconception that leads to products misaligned with deeper desires. IMO, many efforts fall short because the issue goes beyond consumers simply caring about sustainability. This is *especially* true in fashion/beauty which carry deep, emotional, and nuanced meanings for people. ????To be clear, addressing consumer behavior doesn’t absolve brands and governments of responsibility. It's not about shifting blame but recognizing that collective consumer action is essential. According to a report by Project Drawdown, individual actions could account for 25-30% of necessary emissions reductions. While systemic changes and government policies are crucial, individual consumer behavior influences market demand and CAN accelerate sustainable solutions. Brands and policymakers must lead by creating sustainable products and implementing supportive legislation, but without consumer engagement, these efforts may not achieve their full potential. The sustainable fashion community is well aware of the attitude-behavior gap—the difference between consumers’ expressed support for sustainability and their actual purchasing habits. Yet the industry continues to create systems that don't fully consider consumer motivations. ?? Though factors like price and accessibility are cited as reasons for this gap, the core issue lies in understanding what truly drives consumers and offering solutions that meet their needs while competing with mainstream fashion. Join the conversation on my Substack, where I'm launching a series called?A Practical Guide to Using Psychology for Consumer Engagement in Sustainable Fashion. In part one (coming out tomorrow), we'll explore the internal and external factors contributing to the attitude-behavior gap and solutions to overcome them. ?? ????: https://lnkd.in/g6CtjdDp

We’ve all heard it before—“you get what you pay for.” It’s a phrase deeply ingrained in how we think about the things we buy. But what if that’s not entirely true? Primark is stepping up to challenge this belief with its new?Durability Framework. In collaboration with WRAP, Hubbub, and the School of Design - University of Leeds at the University of Leeds, Primark’s framework aims to prove that low-cost clothing can be just as durable as higher-priced items. Their research revealed that ￡5 T-shirts performed just as well, if not better, than those priced up to ￡150—debunking the myth that higher prices guarantee better quality. SHEIN?also entered the durability chat through a recent Harris Poll survey, finding that 66% of respondents wear their SHEIN clothing as much, if not more, than items from similar brands. 64% reported wearing their SHEIN clothes as much or more than higher-priced brands. ???? However, even as brands like Primark and SHEIN advocate for durability, the reality is that fast fashion thrives on?overconsumption. These brands push micro-trends—pieces so specific to a moment that they likely won’t be worn across multiple seasons. No matter how durable, the fast-paced nature of fast fashion encourages a?disposable?mindset. So, is there really a sustainable path forward where durability and trend-driven fashion can coexist? ?? Let’s discuss over on Substack! ???? https://lnkd.in/gQDaAA4h