If I were the Director of Sustainability at Free People, I would focus on transparency, circularity and education to lower the environmental impact of the brand.
Fashion is a system, with every process along the supply chain impacting the next. Unfortunately, most of the industry is currently employing a linear system, this is leading to the depletion of non-renewable resources, that are then polluting our earth in landfill and floating in our oceans.
As Director of Sustainability, ensuring the brand is thinking circular in creating a system from design to end of garment life that reduces, reuses and recycles. From fibre production, to factories, transport and retail stores, systems will be employed that work in cohesion to reduce impact on the planet. Using fibres such as recycled PET bottles, that can continually be re-made into new products.
Through the creation of a Climate Action Plan, factories and brand buildings will be adapted to use power from solar panels, with rain water tanks, green roofs and grey water systems. This is an exciting area of change, as technology is rapidly improving with new systems continually being developed, as renewable energy is the way of the future. Collaborating with organizations, to create off-set system plans, such as reforestation will be a main focus for the brand, as even the most sustainable brands still create a footprint.
Transparency to build consumer trust by analysing each step in the supply chain, implementing standards for eco consciousness, such as water conservation, greywater reuse and transport. Then making this information public through brand audits, website and reports.
Education is incredibly important in changing and advancing the future of fashion sustainably. For both consumers and brands, education can provide awareness in the power of purchasing, impacts of fast fashion and how we can work together to lower the impact of the second most polluting industry. Consumer education through workshops, events and effective advertising to show that you can still be on trend without hurting the planet.
The future of fashion is very exciting, as brands such as Reformation, Patagonia and Everlane trail blaze the way in providing on trend, sustainable fashion. Learning from these brands and implementing strategies to improve the future of fashion for the benefit of our planet.
KRKA National Park, Croatia
Wow- this is exiting Kirraly- I can just imagine Free People properties with their green roofs and rain water tanks! I am hopeful reading your vision and thrilled at the possibility of our industry's future! Well done!
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