#SustainableAfter, Episode 1

How to maintain Fashion’s sustainability momentum despite its survival mode? Three concrete suggestions by the industry insiders

In this episode we spoke with:
• Dr Carmen Hijosa, the creator of Pinatex, Founder and Chief Creative and Innovation Officer at Ananas Anam Ltd.
• Giulio Cesareo, CEO & Founder of Directa Plus
• Tony Tonnaer, Founder and King of Inspiration at Kings of Indigo

It took decades for sustainable fashion to get from its humble “granola” beginnings to the coolness of Emma Watson on the cover of Vogue UK last summer, checking the “green credentials” of each item she wore, using a hip sustainable fashion app.

The momentum had been building for quite a while and finally in 2019 everything seemed to have clicked. There was leadership and there was a plan. Brands seemed willing. Consumers appeared more conscious. The media were bursting with sustainability articles, while some progressive governments started applying pressure for the things to change. It felt as if 2020 was going to be the leap year for fashion sustainability.

Enter Coronavirus.

Right now, the economic outlook for the fashion industry is not a happy one. Yet, today more than ever, it is important not to lose focus from the sustainability commitment the sector declared less than a year ago. Although arguably the times have never been tougher, the Covid19 crisis could actually be a unique opportunity to reassess major issues and start making fundamental changes that are long overdue.

In theory yes, one would say. But, people’s jobs are at stake. The future is uncertain.

To move away from theory, I spoke with three remarkable industry insiders and focused on concrete actions.

Each of them is a pioneer in their own line of business, helping move the industry forward, showing what is possible by blending sustainability with innovation.

The result was a lively discussion packed with precious insights. But, don’t take my word for it.

Here’s a bit of what they said.

“This is a time when we could make a few changes. Factories are closed. Shops are closed. All stores are full with Spring Summer goods. […] It would be great if the governments regulated more the sales periods, especially this summer. It’s important that [shops] don’t go into huge discounts. At the end we know that, if there is no margin, the supplier gets paid less. They are the weakest link in our system and we need to protect them.” Tony Tonnaer, Founder and King of Inspiration at Kings of Indigo

“We expect that the protective-wear will move on faster than any other [fashion segment], in line with what the customer needs and wants. If I am to go next week on the tube in Milan and someone sneezes next to me, I don’t want to go back home and wash my jacket. We have to be ready with properties of our materials to support the textile industry in the right way.” Giulio Cesareo, CEO & Founder of Directa Plus

“I think the new normal will bring new collaborations. We really have to get stronger together within the industry, also as a thinking process. We need to share strategies, data… We need to share humaneness – and this is really important. How can we together really care better for people and the Earth?” Dr Carmen Hijosa, the creator of Pinatex, Founder and Chief Creative and Innovation Officer at Ananas Anam Ltd.

Listen to the full conversation here.