Treedom - How do you help fashion brands in communicating sustainability?

♻️ What is the Greenwashing risk and why is it important to communicate correctly the company’s path towards the achievement of sustainable development?

There is increasing pressure from governments and international institutions to achieve the Paris Agreement commitment to limit global warming to well below 2°C and pushing efforts to limit it to 1.5°C.

The Fashion Industry Charter for Climate Action clearly states the vision of the industry to achieve net-zero emissions by 2050.
If before sustainable business practices were 'nice to have', today it is clear that it is a key prerequisite for operating a successful business.

Therefore the interest in communicating sustainability is rapidly growing, but still, according to data from IPSOS 2020, 76% of the population state that it is difficult to understand which companies are truly sustainable and which are not.

❓How can fashion companies communicate effectively their commitment toward sustainability and which data do they use to support the sustainability claims they make?

📌 In this panel discussion, we are going to answer these questions and much more, looking at the actual regulations and upcoming EU regulations on the topic and learning from the experience of fashion b-corps that have built their identity around the topic of transparent communication and trustful relationship with their clients.

The biggest risk of greenwashing is the erosion of trust as well as potential economic sanctions and financial issues.

During the panel we will discuss the topic from the legal, communication, and brand perspective.

Meet our speakers:

👩🏻‍🦰 Silvia Mazzanti, Product & Sustainability Manager at Save the Duck s.p.a.
👱🏻‍♀️ Alice Siracusano, CEO at LUZ Agency
👩🏻 Veronica Muratori, Associate at Withersworldwide

👩🏼‍🦱 Moderator: Martina Schiuma, Head of Sustainability at The ID Factory

Imagine if in your organization all employees feel responsible and committed to the projects they work in.

That's what happens in LUZ, a content marketing agency, and a B Corp, and in this way, the vision of employees is the vision of LUZ too, and vice versa.

📌 The purpose of LUZ is to create new B Corp companies, where employees own a part of the project in terms of equity capital, to enlarge the horizons of the business, and to satisfy everyone, both professionally and personally.

It is certainly not a classic way for doing business, but in LUZ the idea is clear: it’s the business model that changes and adapts to the purpose, not the contrary.

➡️ This approach extends to every aspect of LUZ, even to the way of making news: in fact, slow communication is preferred, rather than fast communication.

According to Alice Siracusano, CEO at LUZ, it is better not to communicate than to communicate something that is not meaningful.

This is also a value that is spread among the employees: the vision must be shared, as well as the objectives. Transparency is an everyday challenge that starts with executives and extends to everyone.

🎯Only sharing the same goal allows you to achieve it and generate a positive impact for everyone.

Moreover, Alice shared with us some best practices and also tips on things to avoid in communication, as in business in general.

To know more, we are waiting for you in our last episode of this B Corp B Fashion series.

▶️ What is B Corp B Fashion?

B Corp B Fashion aims to put together in one place all fashion b-corps and fashion brands want to become it.
We want to promote regenerative and sustainable fashion, sharing the best practices from consolidated realities, newcomers, and curious people from the fashion world who want to know the B Corp world.

Its way of doing good business!

🌱 Join our community: https://www.theidfactory.com/b-corp-b...

Project by The ID Factory: https://www.theidfactory.com/

“Why produce waste every season, when we can use what already exists and transform it into something new, which people can appreciate?”

Do you agree with Kresse Wesling, co-founder of Elvis & Kresse?

It is no coincidence that the brand's formula is based on three pillars: rescue, transform and donate.

Rescue materials that would go to landfills; transform them into something new; donate part of the proceeds to those who need it most, whether they are people or the planet.

According to Kresse, it is essential to give back, which is why today she has two full-time jobs: from 9 am to 5 pm she is a designer, from 5 pm to 9 pm she is a farmer.

It is rare to find a company that is at the two ends of the supply chain: both fashion brand and producer of raw materials.

When we asked her how it is possible to be so engaged, she said: “How can you not be?

Whatever you produce, you must know where the raw materials come from, how they are produced, how they impact the world.

Otherwise, how can you know if your product meets the needs of the target, and how do you make sure it is done in the best possible way?”

A transition for the entire fashion industry is needed: it does not take time but requires willpower.

If you are curious to learn more, we are waiting for you in our new episode.

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▶️ What is B Corp B Fashion?

B Corp B Fashion aims to put together in one place all fashion b-corps and fashion brands want to become it.
We want to promote regenerative and sustainable fashion, sharing the best practices from consolidated realities, newcomers, and curious people from the fashion world who want to know the B Corp world.

Its way of doing good business!

🌱 Join our community: https://www.theidfactory.com/b-corp-b-fashion/

Project by The ID Factory: https://www.theidfactory.com/

Seay, a newly B Corp who produces apparel and beachwear by using “waste” and recycled items, has learned a great lesson from Patagonia: “Customers before consumers.”

As the name itself says, a consumer consumes, wastes, and for a fashion company, it is no longer acceptable to look for consumers.

The new goal is to attract customers, people who trust the brand and appreciate the its commitment to make the world a better place, to do sustainability, not just tell it in words.

How do you earn trust when you are not an established brand but an innovative start-up with an ambitious mission?

Through a patented model: Seay has launched Re3, a system through which customers can bring back the garments they no longer wear.

In return, they receive three things:

- money: equal to the economic value of the product they returned;
- space in the closet and the awareness that quality is better than quantity;
- transparency: they keep monitoring the path of the garment they donated.

Seay wants to extend the concept of the circular economy and believes in the impact that a shared goal can have.

Fashion brands and B Corps listening, if you want to know more, we’re talking about it today with Alberto Bressan, Founder at Seay.
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▶️ What is B Corp B Fashion?

B Corp B Fashion aims to put together in one place all fashion b-corps and fashion brands want to become it.
We want to promote regenerative and sustainable fashion, sharing the best practices from consolidated realities, newcomers, and curious people from the fashion world who want to know the B Corp world.

Its way of doing good business!

🌱 Join our community: https://www.theidfactory.com/b-corp-b-fashion/

Project by The ID Factory: https://www.theidfactory.com/

Have you ever thought about the value of the clothes you wear?

We are not talking about the economic value, but the story they tell: think about once you wore a jacket and received good news or that backpack that was your friend on a trip.

➡️ In the fashion industry, many companies are committed to making the market more sustainable, trying in every way to change the purchasing behavior of consumers, explaining why they should give up fast fashion products.

According to Better World Fashion, however, we should work on the mindset: if a customer wants to change clothes frequently, he can stop buying anonymous, mass-produced products and choose recycled and upcycled items.

🤩 That's why Better World Fashion has launched its leasing service: you can take a jacket, and you can return it whenever you want, even if it is ruined. Once back in the team's hands, it could be transformed into a laptop bag.

At that point, it will not be just a bag but a product with a story to tell. The sentimental value wins over the economic one and makes the product you choose truly unique.

We are talking about it today with Lars Olesen, Partner & Chairman at Better World Fashion.

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▶️ What is B Corp B Fashion?

B Corp B Fashion aims to put together in one place all fashion b-corps and fashion brands want to become it.
We want to promote regenerative and sustainable fashion, sharing the best practices from consolidated realities, newcomers, and curious people from the fashion world who want to know the B Corp world.

Its way of doing good business!

🌱 Join our community: https://www.theidfactory.com/b-corp-b-fashion/

Project by The ID Factory: https://www.theidfactory.com/

Pala, a sustainable eyewear brand, has its roots in Africa and has the goal of restoring vision in the continent.

📌 They work with a charity called Vision Aid Overseas and an NGO called CARE4BASKET. Together they have trained their weavers to make woven cases for sunglasses from recycled plastic and water sachets.

With every sale, proceeds go towards grants for eye care projects in Africa.

👏🏻 Since launching, Pala Eyewear has changed the lives of thousands of sight-impaired people and enhanced their ability to earn an income by supporting them with a pair of prescription glasses.

Today we’re glad to have with us John Pritchard, Founder at Pala Eyewear.


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▶️ What is B Corp B Fashion?

B Corp B Fashion aims to put together in one place all fashion b-corps and fashion brands want to become it.
We want to promote regenerative and sustainable fashion, sharing the best practices from consolidated realities, newcomers, and curious people from the fashion world who want to know the B Corp world.

Its way of doing good business!

🌱 Join our community: https://www.theidfactory.com/b-corp-b...

Project by The ID Factory: https://www.theidfactory.com/

Reusing leftovers is much greener for the planet than creating products from scratch.
It’s crucial to make consumers understand that a recycled product has a story behind it, and it’s much more worthy than just a fashionable item.

Following this sustainable ethics, Parafina has become Certified B Corp in 2019.

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▶️ What is B Corp B Fashion?

B Corp B Fashion aims to put together in one place all fashion b-corps and fashion brands want to become it.
We want to promote regenerative and sustainable fashion, sharing the best practices from consolidated realities, newcomers, and curious people from the fashion world who want to know the B Corp world.

Its way of doing good business!

🌱 Join our community: https://www.theidfactory.com/b-corp-b-fashion/

Project by The ID Factory: https://www.theidfactory.com/

What does it mean to be the first footwear company in Italy to become a B Corp?

We are talking about it today with Riccardo Aragona, CMO at ACBC.

According to Riccardo's experience, the certification changes perspectives and expectations: the level of your quality becomes higher, sustainability extends to every person and every process, internal and external to the company.

It means working only with partners who are in line with your standards and guarantee transparency at all levels: with your customers, your suppliers worldwide and your stakeholders.

Being a B Corp is not always easy, the complexity increases, but the resulting benefits are worth it.

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▶️ What is B Corp B Fashion?

B Corp B Fashion aims to put together in one place all fashion b-corps and fashion brands want to become it.
We want to promote regenerative and sustainable fashion, sharing the best practices from consolidated realities, newcomers, and curious people from the fashion world who want to know the B Corp world.

Its way of doing good business!

🌱 Join our community: https://www.theidfactory.com/b-corp-b-fashion/

Project by The ID Factory: https://www.theidfactory.com/

Can a revolution start with a single pair of jeans?

According to Laura Vicaria, CSR Manager at MUD Jeans International, the answer is yes, and it has to be!

Every year 200,000 million pairs are sold, but not everyone knows that Jeans are one of the most polluting items in fashion, using 7,000 liters of water and nasty chemicals.

With today's interviewee, Laura, we'll talk about the revolution that MUD Jeans is trying to carry out: becoming an exemplary circular fashion company after introducing the pioneering Lease a jeans model in 2013 and consistently putting the circular economy principles into practice. 

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▶️ What is B Corp B Fashion?

B Corp B Fashion aims to put together in one place all fashion b-corps and fashion brands want to become it.
We want to promote regenerative and sustainable fashion, sharing the best practices from consolidated realities, newcomers, and curious people from the fashion world who want to know the B Corp world.

Its way of doing good business!

🌱 Join our community: https://www.theidfactory.com/b-corp-b-fashion/

Project by The ID Factory: https://www.theidfactory.com/

Outland Denim crafts premium denim jeans designed to bring the worlds of our seamstresses and our customers closer together.

It was founded as an avenue for the training, employment, and career progression for women who had experienced exploitation. Today they welcome employees from varying backgrounds of vulnerability and social injustice to elevate people into prosperity via opportunity, skills acquisition, living wages and education.

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▶️ What is B Corp B Fashion?

B Corp B Fashion aims to put together in one place all fashion b-corps and fashion brands want to become it.

We want to promote regenerative and sustainable fashion, sharing the best practices from consolidated realities, newcomers, and curious people from the fashion world who want to know the B Corp world and its business way.

🌱 Join our community: https://www.theidfactory.com/b-corp-b-fashion/