As part of a four-part series, CFDA examined unique approaches to road-mapping sustainable priorities, strategies and action with Lauren Croke, consultant and a mentor for the CFDA + Lexus Fashion* Initiative and the author of the Sustainable Strategies Toolkit.

Case 2: A CFDA member streetwear brand shifting the perception of sustainability through collaboration

The designers of this streetwear label prioritize authenticity, bringing a new look to the landscape of sustainable fashion. Their evocative brand voice challenges the perception of sustainability as simple and neutral designs with the aim of sparking an inclusive and collaborative movement in fashion.

“This brand sees that they have a responsibility, a voice and a platform to support human rights and environmental issues important to them,” wrote mentor and consultant Lauren Croke.

As just one piece of the larger fashion system, these designers are focusing their sustainability work on identifying their barriers in addition to the unique contributions they bring to the collective effort. They’re looking to co-create the future of fashion by learning from brands already paving the way and sharing their knowledge to help others join the conversation. These savvy designers are creating a framework for collaborations that will enable this collective learning in a pre-competitive design space.

“Articulating your strengths [and] passions as well as limitations helps to focus and sharpen your brand values and purpose and extend them through your sustainability vision,” advised Croke.

The vision for this specific streetwear brand: sustainability as a movement and using business for good. These designers are pointing to collaboration as imperative to achieving their goal. With a strong foundation of sustainable values and an authentic voice, this brand is utilizing introspection as a means of growth. Instead of fearing their limitations and barriers, they are opening them up as key leverage points for increased innovation through collaboration and co-creation.

The Company’s Plans:

• Use innovative experiences and products to shift the connotation of sustainability as dated and out of fashion
• Create a framework and design brief for collaboration and information sharing with brands from all points of the sustainability spectrum
• Make sustainability a movement

Conclusion:

As a foundation for your sustainability vision, you must focus your brand values and articulate them authentically. Discovering your strengths and passions as well as acknowledging your weaknesses and challenges will highlight places for collaboration and pre-competitive sharing of information. With time spent sharpening your purpose and manifesto for the future, profound and meaningful change will come with ease and intention.