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

Case 3: A well-established CFDA member brand deepens its awareness of material impacts and innovations.

This sophisticated label has become known for the artisanal craftsmanship of its beautiful fabrics. The cornerstone of the brand has grown from a dedication to technique, innovation and integrity and is the priority from which they will begin their sustainability strategy.

“This brand has been interested in sustainability for a long while,” writes sustainable strategist Lauren Croke, “but they have found it challenging to sift through all its complexities and grasp it in a way where they felt grounded and informed on where exactly to focus.”

The brand’s big picture goal is to ensure their entire supply chain is sustainable for people and planet— in addition to profit. To begin this journey,  leadership  looked inward to the  brand values and identity to pin point materials and fabrics as their avenue of focus that will propel the brand through this challenge.

Faced with logistical hurdles like increased costs and high minimum order quantities, this brand sought out resources to increase its understanding of key impact areas that would assist it in developing focused strategies. With water conservation and zero waste top of mind, this brand is now able to clearly articulate its goals and priorities when working directly with mills and factories in order to develop new practices.

“By focusing on their values of innovation, technique and integrity, they will be able to create a frame for testing out innovations that can shift their core fabrics in the right direction while still maintaining the beauty, quality and authenticity of their designs,” explains Croke.

The Company’s Plans:

• Work directly with mills and factories to better understand the key impact areas of materials
• Conserve water and reduce waste with material innovations
• Shift core fabrics to sustainable alternatives (deadstock, upcycled/recycled and organic)

Conclusion:

When integrating sustainable strategies, the big picture goals are often clear while the path to get there is not. Understanding the values of your brand can help you to articulate your priorities, bringing focus to your work. As you take the first of many steps you will develop a better view of the landscape, gathering information about impacts and innovations. With your foundation formed, you can begin to make one small change at a time, allowing each step to roll into the next, leading you forward to your larger impact goals.