On my way back from Bangladesh, I decided to spend a week in London to visit my undergraduate roommate. The best part is that we are really close friends with two very different professions. She has her Doctorate in the Sciences, and I have my Masters in International Development. We have many things in common, but naturally have different perspectives in life through our experiences and interests. This sparked an interesting conversation we had that I wanted to share with you.
I was talking with her about my trip to Bangladesh, and what I had in store for Evolvemint’s future when I return to the States. And that’s when she had an interesting question for me.
“I know where to buy organic food, and fair trade coffee, but how do I know who sells fashion that supports sustainability or that is eco-friendly? How do you make the average shopper know where the sustainable labels are? Because I would have no idea.”
My thoughts: I have more knowledge of certain places that sell eco fashion in the United States, but that is only because I am actively searching for them. Etsy and Fab are well known for funky, handmade goods. Vert and Vogue in Durham, NC is well known for their dedication to selling eco conscious fashion. Sustainable fashion portals such as Redress Raleigh in the United States and the Ethical Fashion Forum in the UK are making people more aware of the labels that are available to shoppers. But she was right!
What I told her: In the grand scheme of clothing stores, not many are selling sustainable brands, and sustainable fashion is not yet widely advertised. However, the fact that we are having this conversation is a major step forward. There are eco brands budding up everywhere and eco fashion shows are getting more attention on a global scale. But this is just the beginning.
What we need to think about: Finding solutions to unanswered questions by collaborating and talking to our audience.
1. How can we (as fashion labels or advocates) help the average consumer be more aware of eco friendly brands?
2. How can we (as fashion labels or advocates) continue to collaborate to meet the needs of our customers?
3. Continue to ask our average shopper questions to make sure we are on the right track. Here are some questions to ask (in no particular order):
- Are you interested in buying products that are eco friendly? Why or why not?
- Are you curious to find our more information about sustainable fashion?
- Do you know where the sustainable labels are located in your area?
- If you noticed a store advertising that it sold sustainable brands, would you be curious enough to walk in?
I'd love to hear your thoughts - We can only make this industry stronger by asking/answering these tough issues.