BUY LESS. BUY SMARTER. CARE MORE. A Guide To A Sustainable Closet by NO HARM
Buy Less. Consumerism is increasing at an alarming rate. At a time where twohour shipping is available from Amazon and seemingly new Apple products are debuted every few months, it’s easy to get lost in a constant stream of buying. Buy Smarter. As a consumer, it’s your responsibility to make smart shopping decisions. You don’t buy food that has ingredients that can cause cancer in them. Make the same informed decisions about your clothes that you would make about your food. Care More. Ghandi said that we need to be the change we wish to see in the world. So make more educated shopping decisions, support companies that share your idea of a better world, and go adopt a small animal from a shelter. When you care about the world, you’ll see how much the world cares about you in return.
XO,
CONTENTS 06 10 12 18 44
ABOUT NO HARM THE FACTS SUSTAINABILITY & MATERIALS THE COLLECTION THE NO HARM DIFFERENCE
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ABOUT US
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SHANDY FREY C.E.O. / Creative Director
MARIA BRADY C.F.O. / Sustainability Director
ANGELA KASTRUNES P.R. / Marketing
ASHLEE SCOTT Art & Design Director
ABOUT OUR COMPANY
MISSION “Creating clothing that does no harm to all living things.”
VISION
We believe in a place where
“Delivering sustainable and
people are paid fair wages for
socially responsible garments for
the beautiful work they create.
our consumers’ everyday life. Our
We believe that the beauty of
clothes are durable, transitional
the natural world is in danger
and conscientious to the
and the only way to preserve it
environment and the community
is through carefully watching our
that produce it.”
own actions and how they affect the environment. We believe
VALUES
that no harm should come to any Environment Creativity Advancement Teamwork Communication Community
living creature. And because we believe all these things so strongly, we want to create products and garments the way they should be made: with sustainability and responsibility in mind.
Honesty Integrity Neatness Personal Growth
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OUR SOCIAL RESPONSIBILITY
“The Good Man is the friend of all living things.”
-Ghandi
We want to start changing the world around us and make it a better place. There are so many charities, organizations and grassroots programs out there that want to do good things - but might not have the resources to do them. That’s why we want to donate 1% of our annual revenue to each of the following three organizations. In addition to that, we want to help further by sponsoring and hosting different events for our community.
ANIMALS WARL
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The Washington Animal Rescue League is one of the oldest (almost 100 years old!) and well known animal shelters in the nation. They care for animals within the city, but have been known to reach out to places as far away as Russia and Kuwait. WARL also has an on-site veternary clinic that helps care for the homeless animals that find themselves at the shelter. In addition to donating 1% of our revenue to WARL, we host a week long Pop-Up Adoption Shop during the month of October for Pet Adoption Month.
OUR SOCIAL RESPONSIBILITY
ENVIRONMENT Alliance for the Chesapeake Bay
For the past 40 years, Alliance for the Chesapeake Bay has been working at the grassroots level to preserve, restore and educate communities about preserving the Chesapeake Bay area. This conservation fund not only focuses on ensuring the river is a habitable and sustainable wildlife environment, but the surrounding forests as well. At the end of every month, No Harm partners with Alliance for the Chesapeake Bay to host workshops educating citizens on how to create rain gardens and bayscapes to ensure more proactive environments.
PEOPLE BOYS TOWN
Boys Town has been a safe place for at-risk children since 1917. There are multiple Boys Town locations across the nation. They offer a variety of services to the community, like health clinics and parenting classes. To give back to our community, No Harm will host an annual Christmas charity drive for Boys Town. Toy donation drop-offs will be located at out brick-and-mortar locations. 9
THE FACTS
DID YOU KNOW?.... The average cost of an individual working in a “sweat shop” is 88 That’s about $10.50
a day.
cents per hour?
Millions of tons of unused fabric at Chinese mills go to waste each year when dyed the wrong color. These mills produce clothes from popular fast fashion retailors which can be found in every mall and shopping center across the country. North Americans throw away more than 68
pounds of clothing and textiles per person per
year. These pieces of clothing could be donated to local charities, sold back to thrift shops, or even repurposed to make new apparel. Cotton requires one-third of a pound of pesticides to make one t-shirt. Think about how many t-shirts you own, and figure out how many pounds of pesticides were used. Shocking right? But the most shocking fact of all is employment in the U.S. apparel manufacturing industry has declined
80% (from about 900,000 to 150,000 jobs) over the past two decades. That’s an average 11 of 750,000 jobs lost my Americans.
by more than
SUSTAINABILITY & MATERIALS
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You’re probably thinking to yourself, “What can I do to stop this? How can I help?” The creators of No Harm have written this book to inform individuals of what is happening in the apparel industry, a behind the scenes look into our manufacturing process, and what can be done to create a more sustainable closet.
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OUR MATERIALS ORGANIC COTTON Grown without the use of synthetic fertilizers and pesticides, organic cotton is a more pure and natural alternative that better benefits the environment and community.
ECO PRINT: Low Impact on Environment
MOISTURE ABSORBANT: Natural Wicking Properties
FEEL OF FABRIC: Lightweight and Smooth
ANTI-ALLERGENIC: No Use of Chemicals and Pesticides
EASY CARE: Easy to Clean and Maintain
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OUR MATERIALS S.CAFE (COFFEE GROUNDS) Transforming coffee ground waste into fabric, S.Cafe’s innovative technology creates a material with numerous benefits while reducing the amount of coffee waste entering landfills.
ODOR CONTROL: Absorbs Odors Throughout the Day
FAST DRYING: Moves Moisture Away from the Skin
UV PROTECTION: Reflects Harmful Rays
ICE COOL TOUCH: Cools the Temperature of the Skin
INSULATING: Dry and Warm Protection
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OUR MATERIALS SEACELL (SEAWEED FABRIC) Combining the ocean’s seaweed with cellulose from eucalyptus trees, SeaCell is a renewable fiber with a multitude of health benefits for the skin and body.
STRENGTH: High Strength and Size Stability
MOISTURE ABSORBANT: Natural Wicking Properties
GOOD FOR SKIN: Provides Healthy Benefits to the Skin
ANTIBIOTIC: Resists Mildew and Fights Eczema
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OUR MATERIALS REPREVE (RECYCLED PLASTIC BOTTLES) Off-setting the need for crude oil, Repreve uses 100% recycled plastic bottles providing a more sustainable alernative to other synthetic fabrics.
FLAME RETARDANT: Protects Against Fire
MOISTURE WICKING: Absorbs Moisture
STRETCH: Provides Comfort and Performance
UV PROTECTION: Reflects Harmful Rays
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1 COLLECTION 10 LOOKS 1 YEAR
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OUR CUSTOMER
Busy, On-the-Go Lifestyle
Cares About the Community & Environment Prefers Comfort and Style
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Ambitious, Spontaneous, and Sociable
THE NO HARM GIRL Stays Connected Through Social Media
OUR INSPIRATION
Likes to Travel & Spend Time with Friends
Drawing inspiration from our own lives, we sought to create clothing that was practical, comfortable, and stylish. Since the No Harm girl is constantly on the go, from working in the office to going out with friends and everything in between, we wanted our clothes to adapt to that lifestyle. Our pieces can be transformed and rearranged to fit any occasion or event. Our clothes emphasize ease and comfort with loose silhouettes and soft fabrics. We also focused our aesthetic on a more minimal approach, creating a collection of neutral basics that can be styled and accessorized uniquely to the wearer.
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THE LOOKS
DATE NIGHT This LBD is the best option for your LFD-little fun date.
SERENITY TRENCH
PROSPERITY DRESS
DETAIL: Lightweight and water
DETAIL: Double neckline dress
resistant trench coat with belted
featuring a high scoopneck and
waist
adjustable v-neck
PRICE: $190
PRICE: $145
MATERIALS: Repreve Fabric
MATERIALS: Repreve Fabric
COLOR: Beige, Black
COLOR: Black, Light Gray
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TRAVELING
THE LOOKS
Traveling in style doesn’t mean you have to compromise your comfort while wearing this stylish tunic, parka, and reversible leggings.
TRANQUILITY PARKA
CLARITY TUNIC
INFINITY JUMPSUIT
DETAIL: Insulated military style
DETAIL: Loose-fitting long sleeve
DETAIL: Sleeveless v-neck jumpsuit
parka with button pockets and
tunic
with detachable mid-section to use
detachable hood
PRICE: $70
as either pants or top seperately
PRICE: $150
MATERIALS: Seacell Fabric
PRICE: $100
MATERIALS: S.Cafe Fabric
COLOR: Light Gray, Black, Blue
MATERIALS: Organic Cotton
COLOR: Green, Blue
COLOR: Black, Green
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THE LOOKS
IN CL ASS
Early morning class after you pulled an all-nighter? Our tube dress and cardigan are perfect from the sheets to the streets.
AFFINITY CARIDGAN
AMITY DRESS / SKIRT
DETAIL: Oversized knit cardigan
DETAIL: Loose column silhouette
with a slouchy silhouette, long
that can be adjusted into either a
length, and side pockets
dress or skirt
PRICE: $90
PRICE: $110
MATERIALS: S.Cafe Fabric
MATERIALS: SeaCell Fabric
COLOR: Beige, Black, Charcoal Gray
COLOR: Charcoal, Burgundy, Black
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SHOPPING
THE LOOKS
Window shop on M St. or Newberry St. in a blanket scarf and leggings.
SERENITY TRENCH
CLARITY TUNIC
HARMONY LEGGINGS
DETAIL: Lightweight and water
DETAIL: Loose-fitting long sleeve
DETAIL: Reversible leggings with
resistant trench coat with belted
tunic
elastic waistband
waist
PRICE: $70
PRICE: $50
PRICE: $190
MATERIALS: Seacell Fabric
MATERIALS: Organic Cotton
MATERIALS: Repreve Fabric
COLOR: Light Gray, Black, Blue
COLOR: Charcoal / Burgundy
COLOR: Beige, Black
Green / Black
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THE LOOKS
AT HOME Take some time to relax by curling up on the couch in your go-to leggings and sweater.
MELODY SWEATER
HARMONY LEGGINGS
DETAIL: Oversized turtleneck sweater
DETAIL: Reversible leggings with
with roll down neck and ribbing
elastic waistband
details
PRICE: $50
PRICE: $80
MATERIALS: Organic Cotton
MATERIALS: Organic Cotton
COLOR: Charcoal / Burgundy
COLOR: White, Light Gray, Burgundy
Green / Black
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THE LOOKS
NIGHT OUT Jump into this jumpsuit for a relaxed night at the movies.
INFINITY JUMPSUIT DETAIL: Sleeveless v-neck jumpsuit with detachable mid-section to use as either pants or top seperately PRICE: $100 MATERIALS: Organic Cotton COLOR: Black, Green
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COFFEE BREAK
THE LOOKS
Drink it, wear it. This parka is made from coffee-ground fabric, and is a staple piece to every fashionista’s closet.
TRANQUILITY PARKA
MELODY SWEATER
AMITY DRESS / SKIRT
DETAIL: Insulated military style
DETAIL: Oversized turtleneck sweater
DETAIL: Loose column silhouette
parka with button pockets and
with roll down neck and ribbing
that can be adjusted into either a
detachable hood
details
dress or skirt
PRICE: $150
PRICE:$80
PRICE: $110
MATERIALS: S.Cafe Fabric
MATERIALS: Organic Cotton
MATERIALS: SeaCell Fabric
COLOR: Green, Blue
COLOR: White, Light Gray, Burgundy
COLOR: Charcoal, Burgundy, Black
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THE LOOKS
OUT FOR A WALK
Spend the day walking your favorite pooch while wearing a tunic and blanket scarf around town.
CLARITY TUNIC
HARMONY LEGGINGS
DETAIL: Loose-fitting long sleeve
DETAIL: Reversible leggings with
tunic
elastic waistband
PRICE: $70
PRICE: $50
MATERIALS: Seacell Fabric
MATERIALS: Organic Cotton
COLOR: Light Gray, Black, Blue
COLOR: Charcoal / Burgundy
Green / Black
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THE LOOKS
YOGA CL ASS
Become one with these comfortable pieces that transition from yoga class to work.
UNITY TUNIC
HARMONY LEGGINGS
DETAIL: Short-sleeve scoop neck
DETAIL: Reversible leggings with
tunic with hi-lo hem
elastic waistband
PRICE: $40
PRICE: $50
MATERIALS: Organic Cotton
MATERIALS: Organic Cotton
COLOR: Blue, Beige, Black, White
COLOR: Charcoal / Burgundy
Green / Black
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THE LOOKS
IN THE OFFICE
Even though your duties may include multiple coffee runs and office tasks, your comfortable clothes can still be stylish.
PROSPERITY DRESS DETAIL: Double neckline dress featuring a high scoopneck and adjustable v-neck PRICE: $145 MATERIALS: Repreve Fabric COLOR: Black, Light Gray
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THE NO HARM DIFFERENCE
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CARING FOR YOUR CLOTHES
BETTER WASHING TIPS 1. Wash your clothes in cold water using cold-water detergents
whenever possible.
2. Consider air-drying clothes. 3. Invest in a drying rack or clothes line. 4. If you have a front-loading washer or high-efficiency top-loader, use detergent labeled for high-efficiency (HE) machines.
5. Don’t over-dry your clothes. If your machine has a moisture sensor, use it.
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CARING FOR YOUR CLOTHES
• Purchase “green” detergents to avoid harmful chemical waste to the environment. • Wear it more than once. • Don't iron if you don't have to. • Recycle your packaging. • Look for symbols on the care labels.
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DISPOSING YOUR CLOTHES
THE HARMLESS PROGRAM As part of our dedication to protect the environment, our brand decided to create the HARMLESS Program as our contribution. The HARMLESS program is in place to ensure that no textile waste goes back to the environment in the wrong form. With our HARMLESS program you are able to bring your No Harm pieces for the following: -Recycle (for store credit) -Repairs (at no cost) -Changes (new color, length, sleeves, necklines and much more) The reason behind this program is the excessive textile waste that is being dumped in landfills every year. As a matter of fact, the average American throws away 70 pounds of clothing in a year, that’s the equivalent of 191 T-Shirts, and each T-shirt’s carbon footprint is approximately 20 times its own weight! Our motivation is to encourage you to understand the consequences of disposing unwanted clothing in the garbage and at the same time help you save money by allowing you to bring your pieces to be recycled, repaired or refreshed. This program aligns with our brand’s mission of only needing 10 versatile pieces that you can transform and mix and match according to the season and occasion. Do you think it’s worth changing how to shop?
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OTHER WAYS TO DISPOSE DISPOSING YOUR CLOTHES
• Recycle: Make sure that the efforts and resources invested are not in vain. So if you are not able to bring back your unwanted pieces to our store for recycling, make sure that you use other recycling sources such as US Again Smartbox, whose mission is to not only ensure the proper recycling and disposing of textiles but also ensure that the clothes that are still wearable are redirected to those countries where they are most needed. To find a US Again smartbox near you, visit www.usagain.com/what-we-collect • Donate: Nearly half of adults put at least some clothing in the bin, usually because they think it couldn’t be used again for any purpose, or it has too much personal attachment to get rid of in another way. They would do this less if they knew that the textiles themselves, in any state, were valuable to charities and recyclers. Charities such as Goodwill, The Salvation Army and others can gain an income from clothing/textile resale, either as pre-owned clothing in the US, or by selling it to textile merchants for export. • Resale: Sometimes we are reluctant to not get compensated for the clothes that we are giving away; in that case, we have a few companies that buy your unwanted clothing for a considerable amount of the price you paid. This way you can get rid of your pieces without feeling cheated. These companies are: Twice, Thredup, Poshmark, Tradesy and Threadflip. • Clothes Swap: If you want to get rid of your old pieces and get a newer or different one in exchange, there are websites that specialize on clothes swap such as www.clothingswap.com and www.swapstyle.com • Re-Purpose: At No Harm, we love giving old fabrics and scraps a new life by using it for decorations, pillows and so on. This allows us to take advantage of everything and ensure that nothing goes to waste. As a brand, we want to encourage you to think this way and realize that if you can’t or don’t want to wear something anymore, you can always turn it into something different, such as a pillowcase, a pretty wall décor/tapestry or 49 even a tote bag- so get creative!
THE DIFFERENCE TUBE DRESS (REFORMATION) Price: $99 Material: 57% Viscose, 32% Rayon Score: 1.5
OURS
VS THEIRS AMITY TUBE DRESS /SKIRT (NO HARM) Price: $110 Material: SeaCell Fabric Score: 4
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Score valued on 1-5 with 5 being the most sustainable material
THE DIFFERENCE CARDIGAN (SKIN) Price: $425 Material: 100% Wool Score: 1.5
OURS
VS THEIRS AFFINITY CARDIGAN (NO HARM) Price: $90 Material: S.Cafe Fabric Score: 4
Score valued on 1-5 with 5 being the most sustainable material
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THE DIFFERENCE DRESS (REFORMATION) Price: $178 Material: 88% Tencel, 12% Spandex Score: 2
OURS
VS THEIRS PROSPERITY DRESS (NO HARM) Price: $145 Material: Repreve Fabric Score: 3
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Score valued on 1-5 with 5 being the most sustainable material
THE DIFFERENCE PARKA (SKIN) Price: $240 Material: 100% Cotton Score: 2
OURS
VS THEIRS TRANQUILITY PARKA (NO HARM) Price: $150 Material: S.Cafe Fabric Score: 4
Score valued on 1-5 with 5 being the most sustainable material
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THE DIFFERENCE LONG SLEEVE TUNIC (SKIN) Price: $120 Material: 100% Organic Cotton Score: 2.5
OURS
VS THEIRS CLARITY TUNIC (NO HARM) Price: $75 Material: SeaCell Fabric Score: 4
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Score valued on 1-5 with 5 being the most sustainable material
THE DIFFERENCE TURTLENECK (REFORMATION) Price: $98 Material: Repurposed Fabric Score: 4
OURS
VS THEIRS MELODY SWEATER (NO HARM) Price: $80 Material: 100% Organic Cotton Score: 2.5
Score valued on 1-5 with 5 being the most sustainable material
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THE DIFFERENCE TRENCH (REFORMATION) Price: $648 Material: 100% Tencel Score: 3
OURS
VS THEIRS SERENITY TRENCH (NO HARM) Price: $190 Material: Repreve Fabric Score: 3
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Score valued on 1-5 with 5 being the most sustainable material
THE DIFFERENCE LEGGINGS (SKIN) Price: $135 Material: 100% Cotton Score: 2
OURS
VS THEIRS HARMONY LEGGINGS (NO HARM) Price: $55 Material: 100% Organic Cotton Score: 2.5
Score valued on 1-5 with 5 being the most sustainable material
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THE DIFFERENCE SHORT SLEEVE TUNIC (LOOMSTATE) Price: $42 Material: 100% Organic Cotton Score: 2.5
OURS
VS THEIRS UNITY TUNIC (NO HARM) Price: $40 Material: 100% Organic Cotton Score: 2.5
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Score valued on 1-5 with 5 being the most sustainable material
THE DIFFERENCE JUMPSUIT (REFORMATION) Price: $168 Material: 100% Tencel Score: 3
OURS
VS THEIRS INFINITY JUMPSUIT (NO HARM) Price: $100 Material: 100% Organic Cotton Score: 2.5
Score valued on 1-5 with 5 being the most sustainable material
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AT OTHER STORES...
TOTAL: $2,163
AT NO HARM...
TOTAL: $1,035 AMOUNT SAVED: $1,128 (109%)
THE DIFFERENCE
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IN CONCLUSION
We hope this book was a helpful resource of how to create a sustainable closet. Though some clothes may be cute and cheap, it is always important to research where your garments are produced. No Harm strives to provide customers with environmentally friendly pieces, while keeping an aesthetically pleasing design. Since all of our pieces are made with innovative materials, you will not only be saving the environment, but saving money as well. If you have any additional questions on our facilities, materials, or garments, please email us at info@noharm.com .
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WHERE TO SHOP WHERE TO SHOP Interested in No Harm clothes? Come visit us at our store locations in Washington, D.C., or Boston, M.A. or check us out online at noharmclothing.com
Looking for more sustainable clothing? Check out these other brands:
SVILU svilu.com KOWTOW kowtowclothing.com AMOUR VERT amourvert.com LOOMSTATE loomstate.org SKIN skinworldwideshop.com REFORMATION thereformation.com
APPENDIX 66 82 106 112 117 120
MARKET + INDUSTRY OUR CLOTHES BRANDING + MARKETING COSTING RESOURCES VIDEO
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SCOPE & SIZE
WOMEN’S CLOTHING INDUSTRY (U.S.) The women’s clothing industry is forecasted to reach $140 billion by the year 2018, or by 2.1%. This growth is due largely in part to the growth of millennials, who are becoming more stable in their lives and are able to spend more money.
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SCOPE & SIZE
WOMEN’S CLOTHING SALES BY STORE TYPE (U.S.)
Other: includes off price retailers, factory outlets, directto-consumer operations, exclusively internet retailers, small volume apparel outlets and boutiques.
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SCOPE & SIZE
APPAREL INDUSTRY
APPAREL INDUSTRY GEOGRAPHIC SEGMENTATION 68
UNIQUE CHARACTERISTICS
• Women’s apparel sales fluctuate with the stability of the economy. In times of
economic recession, women are less likely to add to their wardrobes. • Despite the parallels between apparel sales and economic stability, fashion trends still drive sales. When new trends are introduced, consumers are likely to purchase new items that appeal to them even though disposable income might be low. • As millennials are getting older and becoming more secure in their lives and careers, their buying power is increasing. • Our transitional pieces are meant to be worn year round – from spring to fall. Because of this, our basics will only need the occasional accessory for updating your look.
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OVERVIEW OF SOURCING Since 1994, the United States has lost over one million jobs in textile and apparel manufacturing to outsourcing, accounting for 65% of the industry. Overseas manufacturing continues to be a topic of concern with the majority of production facilities having unsafe working conditions and/or unfair wages. Issues revolving around child labor, overworked employees, dangerous facilities, and other unethical practices continue to be major concerns within the apparel industry. In today’s market, consumers are becoming more aware and educated on the issues in the apparel industry. Growing trends for companies to become more transparent have caused more focus to be placed in areas of social responsibility and sustainability throughout the supply chain.
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THE INDUSTRY
WHOLESALE VS. RETAIL Wholesale prices in the fashion industry are typically twice the cost of the item, so that the wholesaler still makes a profit while charging smaller costs. Retail prices are therefore about 2.5 to 3 times the wholesale price, depending on how much overhead (i.e. payroll, operating expenses, rent, etc.) the retailer has to cover and predetermined profit margins.
EXPECTATIONS FOR THE FUTURE The apparel industry has seen massive change within the past few decades, as continual advances have been made in both production and technology. Looking back a few years ago, the apparel consumer expected more options, more variety, and more for less. They sought to overfill their closets with cheap clothing and then dispose of it once it was over worn or out of style. In today’s market, however, the apparel consumer is starting to follow in a different direction. With climate changes, resource shortages, and population increases, more people today are seeking clothing that is better for the environment and the people in it. This changing perspective will continue to shape the future of the retail industry and impact the way clothes are made and used.
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KEY L ABELS
ENVIRONMENTALLY FRIENDLY BRANDS • H&M- Conscious Collection • ASOS Green Room • Stella McCartney • SVILU • Kowtow • Amour Vert
LOUNGEWEAR BRANDS • Elizabeth and James • Urban Zen • Aerie • Barefoot Dreams
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DIRECT COMPETITORS
Founded in 2004, they specialize in fine casual goods, which are made from 100% certified organic cotton. Their main goal as a company is to create a garment that benefits the full supply chain, meaning they reach beyond using organic materials and sustainability. Loomstate partners work directly with small landholder farmers and garment factory workers. Price ranges from $25-$100
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DIRECT COMPETITORS
Founded in 2003 by Susan Beischel, the company is a global lifestyle brand which encompasses lingerie, accessories and clothing. Skin is widely recognized for the use of soft natural fabrics, organic cotton materials and sophisticated, versatile silhouettes. Drawing inspiration from the natural world, the collection appeals to the senses with comfortable luxe fabrics and refined lines. Skin truly addresses the body by incorporating items that can be worn to sleep, to lunch and to go from day to night. Price ranges from $90-180
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DIRECT COMPETITORS
Created in 2009 by Yael Aflalo and located in downtown Los Angeles, Reformation manufactures most of their products in their own sustainable sewing factory. By cutting out the middleman and selling online and in their own boutiques, they eliminate traditional retail markups. They source sustainable fabrics and vintage garments, and incorporate sustainable practices throughout their supply chain to make beautiful styles at a fraction of the environmental impact generated by most fashion brands. From the heat-reflecting roof and use of renewable energy, to the recycled hangers in stores and 100% recycled packaging for every order shipped, sustainability is core to their business at every level. It is their goal to raise awareness around the impact fashion has on the environment and at the same time offer sustainable solutions and choices. Price ranges from $100-$300
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FUTURE OF LOUNGEWEAR
This fall, many labels have received licensing agreements to expand their clothing lines to the loungewear sector. Brands include Tommy Hilfiger, Bath and Body Works, and even Chicos. With the trend of black/white showing up in almost all of the collections of designers for S/S 16 RTW, our vision for sticking to a neutral color palette will be sellable. As for loungewear in general, No Harm is on the right track. Forecasts in loungewear include muted color palettes, textured fabrics, piped edges, and oversized-plush silhouettes.
(WGSN Loungewear Forecast Design Capsule ss17) 76
CUSTOMER DEMOGRAPHICS
PRIZM: Young Digerati (Wealthy Younger Family Mix) • Concentrated in D.C. Area and New York City, NY • 1.28% of U.S. Households (1,555,400) • Median HH Income: $95,580 • Characterized by fashionable neighborhoods, fitness clubs, trendy condos, boutiques, and bars • Affluent and highly educated • Ethnically Mixed • Urban, wealthy • 25-44 years old • Family Mix • Tend to have a graduate degree and work in management levels • Shop at Bloomingdales, drive an Audi A3, likes to travel
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CUSTOMER DEMOGRAPHICS
Beacon Hill, Massachusetts • Zip Code: 02116 • Population: 21,818 • Median Age: 35.1 • Median Income: $83,900 • Consumer Spending: $836 Million
Georgetown, Maryland • Zip Code: 20007 • Population: 28,796 • Median Age: 33.5 • Median Income: $114,700 • Consumer Spending: $1,083 Million • 2/3 Student Population (Georgetown University)
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CUSTOMER PSYCHOGRAPHICS MILLENNIALS • • • •
80 million Millennials in America 1/4 of entire global population $200 billion annual buying power Highly educated, career-driven, politically progressive, strong brand loyalty, emphasis on quality products • Tech-savvy, social media, online shopping
VALS: EXPERIENCERS • First in and out of trend adoption • Up to date on latest fashion • Love physical activity, are sociabe and spontaneous, and emphasize friendships • Against mainstream
SHOPPING BEHAVIORS • Well-researched • Consider price and convenience • Patronage motivesbase preferences on service and experience • Emotional motivesbased on prestige and status
PURCHASE INFLUENCERS • Influenced by family, friends, and peers • Celebrity and icon influence • Strong social media presence and usage • 33% rely on blogs before making a purchase decision
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CUSTOMER PROFILE 1
MEET REBECCA Age: 21 Lives In: Georgetown, Maryland Occupation: Student at Georgetown University Hobbies: Hanging out with friends, yoga, taking her dog to the park, trying every coffee shop in town Her Style: Since Rebecca is a student, she is looking for key pieces that will transition from her morning classes to going out with friends. As a student she is on a budget, and is looking for clothing that is durable and will not go out of style.
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CUSTOMER PROFILE 2
MEET MARY Age: 26 Lives In: Beacon Hill, Massachusetts Occupation: Public Relations Associate Yearly Income: $75,000 Hobbies: Walking to work, window shopping, traveling on weekends to visit friends/family, fashion blogging Her Style: As a Public Relations Associate, Mary works long hours. She is looking for clothing that will keep her comfortable throughout her entire work day. She is also looking for pieces that will transition from season to season.
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OUR INSPIRATION
Drawing inspiration from our own lives, we sought to create clothing that was practical, comfortable, and stylish. Since the No Harm girl is constantly on the go, from working in the office to going out with friends and everything in between, we wanted our clothes to adapt to that lifestyle. Our pieces can be transformed and rearranged to fit any occasion or event. Our clothes emphasize ease and comfort with loose silhouettes and soft fabrics. We also focused our aesthetic on a more minimal approach, creating a collection of neutral basics that can be styled and accessorized uniquely to the wearer.
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MOOD BOARD
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1.
NAME: Harmony Leggings
4.
NAME: Infinity Jumpsuit
TYPE: Reversible Leggings
TYPE: Jumpsuit
COLOR: Charcoal/Burgundy
COLOR: Black, Green
MATERIAL: Organic Cotton
Green/Black
MATERIAL: Organic Cotton
WHOLE SALE PRICE: $51.62
WHOLE SALE PRICE: $32.30
RETAIL PRICE: $100
RETAIL PRICE: $55
2.
3.
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NAME: Unity Tunic
5.
NAME: Clarity Tunic
TYPE: Short Sleeve Tunic
TYPE: Long Sleeve Tunic
COLOR: Blue, Beige, Black, White
COLOR: Light Gray, Black, Blue
MATERIAL: Organic Cotton
MATERIAL: SeaCell Fabric
WHOLE SALE PRICE: $23.56
WHOLE SALE PRICE: $44.84
RETAIL PRICE: $40
RETAIL PRICE: $75
NAME: Melody Sweater
6.
NAME: Affinity Cardigan
TYPE: Turtleneck Sweater
TYPE: Oversized Cardigan
COLOR: White, Light Gray,
COLOR: Beige, Black, Charcoal
Burgundy
Gray
MATERIAL: Organic Cotton
MATERIAL: S.Cafe Fabric
WHOLE SALE PRICE: $38.06
WHOLE SALE PRICE: $34.86
RETAIL PRICE: $80
RETAIL PRICE: $90
PRODUCT ITEMS / DESCRIPTION / PRICE POINTS 7.
8.
NAME: Serenity Trench
9.
NAME: Tranquility Parka
TYPE: Trench Coat
TYPE: Parka with Detachable Hood
COLOR: Beige, Black
COLOR: Green, Blue
MATERIAL: Repreve Fabric
MATERIAL: S.Cafe Fabric
WHOLE SALE PRICE: $78.90
WHOLE SALE PRICE: $80.26
RETAIL PRICE: $190
RETAIL PRICE: $150
NAME: Amity Dress/Skirt
10.
NAME: Prosperity Dress
TYPE: Tube Skirt/Dress
TYPE: Double Neckline Dress
COLOR: Charcoal, Burgundy, Black
COLOR: Black, Light Gray
MATERIAL: SeaCell Fabric
MATERIAL: Repreve Fabric
WHOLE SALE PRICE: $51.12
WHOLE SALE PRICE: $37.42
RETAIL PRICE: $110
RETAIL PRICE: $145
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OUR MATERIALS
ORGANIC COTTON As a shocking reality, 9.4 million pounds of pesticides and synthetic fertilizers are used annually in the U.S. alone. This breaks down to using roughly 1/3 pound of synthetic fertilizers to grow one pound of raw cotton in the U.S., and it takes just under one pound of raw cotton to make one t-shirt. The numerous benefits of organic cotton begin with the purity of the fibers and dyes, which produce an excellent choice for people with any kind of skin allergy or other health problems, or simply for those who just want to live sustainably, without hurting the environment nor the people who live in it.
PROPERTIES -Eco Print: Natural cottons are grown using methods and materials that have a low impact on the environment. Organic production systems replenish and maintain soil fertility, reduce the use of toxic and persistent pesticides and fertilizers, and build biologically diverse agriculture, making natural cottons an eco friendly fabric. -Moisture Absorbent: Natural cottons are useful in textile production due to its natural wicking properties, absorption of dye color and its ability to stabilize other eco fibers. -Feel of Fabric: Clothing made from organic cottons have the feel of linen without the weight. Since natural cottons are not chemically stripped of its natural wax, most weaves have a characteristic smoothness and weight which makes the fabric particularly flattering in its drape and in the mellow way it reflects and absorbs light. -Anti Allergenic : Chemicals in cotton fibers we either wear or sleep on may cause many allergies due to the use of pesticides. But since organic cotton does not have all the chemicals, this does not become a problem. -Easy Care: Natural cotton is easy to care for. 86
OUR MATERIALS
HARMONY LEGGINGS
INFINITY JUMPSUIT
Our Harmony Leggings are created with organic cotton into a stretchy and breathable fabric optimal for comfort. It is also moisture absorbant.
Constructed out of organic cotton, our Infinity Jumpsuit has a slight stretch and soft to the touch. It is also easy to care for.
UNITY TUNIC
MELODY SWEATER
Our Unity Tunic, made with organic cotton, is lightweight and soft. Since synthetic chemicals are not used, the fabric also prevents skin irritation.
Our Melody Sweater is made out of organic cotton into a soft ribbed fabric that is comfortable and breathable. 87
OUR MATERIALS
S.CAFE (COFFEE GROUNDS) S.Café is able to offer something far beyond our wildest imagination. S.Café is a very recent fabric innovation made from coffee ground waste after brewing. S.Café® technology is made from a low-temperature, high-pressure and energy saving process, that combines coffee grounds onto the yarn surface, changing the characteristics of the filament. The key process in order to get such properties is the roasting of the coffee. When roasted, the coffee bean swells, which means that the space inside the bean expands. During brewing, hot water removes materials that are clogging up the spaces, allowing the S.Café process to maximize the functional performance capacity of the coffee ground.
PROPERTIES -Odor Control: S. Café® coffee grounds absorb odors your body produces throughout the day. Since the coffee grounds are embedded inside the yarn, don’t worry about washing your garments. This feature lasts much longer than anyone would expect. -Fast Drying: S.Café® continually moves moisture away from the skin to the outer surface of the fabric for a faster drying process. Moisture transfers from your skin to the outer layer of the fabric, spreading across the surface area to lower the duration of the drying process. Once again, this function being permanent will never wash or wear out. -UV Protection: S. Café® coffee grounds come with numerous microscopic pores, which create a long-lasting natural and chemical free shield for yarn or fiber, reflect UV rays and provide a comfortable outdoor experience. -Ice Cool Touch: S.Café ICE-CAFÉ™ is another sustainable yarn able to cool down the temperature of our skin about 1 to 2 degrees C. compared to common fabrics. -Insulating Abilities: By using S.Café® fabric clothing can effectively improve drying efficiency by 50% compared to other common used fabrics and provides warmth. 88
OUR MATERIALS
AFFINITY CARDIGAN
TRANQUILITY PARKA
Our Affinity Cardigan is made from S.Cafe fabric in the form of a thick gauge knit. It is soft and insulated, providing warmth and comfort. It also has strength and abrasion resistance.
Our Tranquility Parka is constructed out of S.Cafe material into a heavier-weight fabrication that provides insulation as well as UV protection. Additionally, it absorbs odors and is fast drying.
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OUR MATERIALS
SEACELL (SEAWEED) SeaCell is a renewable, cellulosic fiber that has its origins in the world’s ocean waters. When blended with other cellulosic fibers, it can be used to manufacture woven and knitted fabrics. The seaweed is usually combined with the cellulose from the eucalyptus tree during the lyocell production process. The eucalyptus serves as the ‘functioning substrate’ for the seaweed. When the cloth is finished, the alginate is dissolved. This eucalyptus fiber and seaweed blended fiber, when turned into a fabric, is said to contain numerous benefits for human skin. Since ancient times, Chinese medicine has used seaweed to protect the skin because of its anti-inflammatory qualities. Fabrics made from seaweed fiber are said to harness the benefits of deep-sea minerals and trace elements.
PROPERTIES -Strength: SeaCell® fibers possess higher strength and size stability. Even with washing operation numbers greater than ten times, it can maintain efficacy. -Moisture Wicking: Sucks sweat 50% faster than cotton. Cellulose characteristic creates a more natural soft feeling. It has good breathability and moisture-absorbing properties that keep the skin dry. -Good for the Skin: Minerals and vitamins in the SeaCell® fiber can slowly release at wet environments, giving a health care effect to the skin. Seaweed fiber can protect your skin against external environmental threats and dangers. It can be adapted to be used for underwear, sportswear, bed sheets, decorations, and other fabrics that contact skin. -Antibiotic: Due to silver ions in the fiber, SeaCell® holds a forever-antibiotic characteristic. This antibiotic feature helps resist mildew and avoid eczema, and is the first of all cellulose fiber on the market. 90
OUR MATERIALS
AMITY DRESS/SKIRT
CLARITY TUNIC
Our Amity Dress/Skirt is made of SeaCell material structured into a jersey. It is stretchy and lightweight with a natural drape quality to it, making it comfortable and breathable to wear.
Our Clarity Tunic is also made of SeaCell material with a lightweight structure and slight stretch giving it a natural, loose shape that is soft and breathable, keeping the skin dry and cool.
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OUR MATERIALS
REPREVE (RECYCLED PLASTIC BOTTLES) Repreve is made from recycled plastic materials, but more predominantly, plastic bottles. Repreve is a 100% recycled fabric that helps offset the need to use crude oil, which helps conserve our natural resources. For every one pound of Repreve fabric, the equivalent of a half a gallon of gasoline is conserved, making it a more sustainable alternative to other synthetic fabrics. Another great aspect of this fabric is that, because it is made from recycled materials, it can be recycled indefinitely. Repreve’s U Trust Verification system helps us as a brand to ensure that the fibers made are transparent, traceable and certifiably sustainable. Each bolt of fabric has a signature called Fiberprint, which allows the brands that use them to certify them as sustainable and also ensuring that the fabrics uphold the brand’s reputation. Repreve has also received the Oeko-Tex Standard 100 certification, a well-known international ecolabel. Oeko-Tex offers “Confidence in Textiles,” providing testing and qualification that ensures that the yarns are free of harmful levels of more than 100 restricted chemicals. The Oeko-Tex Standard 100 is the world’s leading label for textiles screened for harmful substances.
PROPERTIES -Flame Retardant: Repreve with flame retardant (FR) technology utilizes proven FR chemistry— phosphorus. The phosphorus is inherent within the fiber so it’s durably sustainable. -Moisture Wicking: Permanent moisture management performance leaves the wearer cool, dry and comfortable. -Comfort and Performance Stretch: A family of recycled fibers with varying levels of stretch designed for comfort and performance. -UV Protection: Provides permanent sun protection against harmful UVA (aging) and UVB (burning) rays. 92
OUR MATERIALS
SERENITY TRENCH
PROSPERITY DRESS
Our Serenity Trench is made of a heavierweight, waterproof fabrication of Repreve. This material is durable and protective against weather elements, specifically for wet conditions as it repels moisture from the surface.
Our Prosperity Dress is made of Repreve fabrication similar to a twill structure. This fabric has a medium weight, resisting tears and wrinkles. Additionally, this fabric creates a loose structure without being too fitted to the body.
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OUR SOURCING AMERICAN MADE
At No Harm our focus lies on not harming the people, animals and especially the environment. As part of our efforts to protect the environment and reduce the carbon footprint of our supply chain we have decided not only to focus on domestic manufacturing but also on domestic sourcing. Most of the fabrics and components for our garments are sourced from mills and companies in the here in the U.S except for our S.Cafe (coffee ground fabric), which is sourced from Taiwan. In order to counteract the impact of sourcing S.Cafe fabric from Taiwan, we will donate a percentage of the profits generated by garments made from S.Cafe to different causes that protect the environment such as the Society of Wilderness (SOW), The Wugu Wetlands Conservation Project, The World Wide Fund for Nature and the Adopt a Farmland Project.
BENEFITS • No High Minimums: Many overseas factories require high minimum purchases, as high as a few thousand items per purchase. This makes start-up costs incredibly high and can limit cash flow. Domestic factories don’t typically require such high minimum purchases, which makes starting with a small inventory possible. • Transparent Manufacturing: With factories being in the country and therefore easier to travel to than overseas factories, this allows the production process to be more transparent. Companies can create real face-to-face relationships with manufacturers and work closely together, blurring the lines between manufacturer and retailer. • Lower Shipping Costs: This also promotes environmentalism and lowers the company’s carbon footprint. 94
OUR PARTNERS
S.CAFE Made by S.Cafe Fabrics in Taiwan
REPREVE SEACELL Made by Unifi, Inc. in Greensboro, North Carolina
Made by Nanonic US, in Sarasota, Florida ORGANIC COTTON Made by Spiritex in Asheville, North Carolina
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ENVIRONMENTAL IMPACT
The United States Environmental Protection Agency reports current clothing and textile recycling has a greater impact on reducing greenhouse gases than the recycling of yard waste, glass, and plastic. According to the EPA, 2 million tons of textiles are currently recycled annually. This is the equivalent of removing 1 million cars from America’s highways. This is more than 5-times the impact of recycled yard trimmings (170 thousand cars removed); is more than 4-times the impact of glass recycling (210 thousand cars removed); more than plastic recycling (640 thousand cars removed); and is nearly equal to the impact of aluminum recycling (1.3 million cars removed).
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ENVIRONMENTAL IMPACT MATERIALS SUSTAINABILITY INDEX Nike has created a way to calculate how environmentally friendly a material is. On a scale from 1 to 50, materials are measured and given a score; the higher the score, the more environmentally friendly a material is. According to the Materials Sustainability Index, common apparel materials are measured in the following four different areas: • Chemistry: This tests the toxicity of the material in production on humans. Chemistry tests includes Carcinogenicity, Acute Toxicity, Chronic Toxicity and Reproductive/Endocrine Disruption. • Energy/Green House Gas (GHG) Intensity: This tests how far a material has to travel and takes into consideration transportation energy usage as well as primary processing energy usage. • Water/Land Use Intensity: This tests how much water/land consumption a material consumes, including the irrigation used for agricultural crops and how much raw material is produced per hectare of land. • Physical Waste: This test can be broken down further into five categories: hazardous waste, municipal solid waste, industrial waste, recyclable/compostable waste and mineral waste. Based on Nike’s MSI, the following scores have been given to some of the materials that No Harm uses in manufacturing our clothes. Note that not all our materials are listed in Nike’s MSI.
Organic Cotton – Base Material Score: 28.2
Repreve Fabric – Base Material Score: 28.7
• Chemistry: 5.6 (out of 9)
• Chemistry: 3.0
• Energy/GHG: 5.3 (out of 11)
• Energy/GHG: 6.5
• Water/Land Use: 3.7 (out of 13)
• Water/Land Use: 5.8
• Physical Waste: 13.6 (out of 17)
• Physical Waste: 13.4 97
ENVIRONMENTAL IMPACT
Reformation Jumpsuit Price: $98 Material: 100% Tencel Nike MSI: 30.2 Skin Leggings Price: $135 Material: 100% Cotton Nike MSI: 20.4
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Reformation Turtleneck Sweater Price: $120 Material: Repurposed Fabric Nike MSI: N/A Skin Cardigan Price: $425 Material: 100% Wool Nike MSI: 18.8
Skin Parka Price: $250 Material: 100% Cotton Nike MSI: 20.4
Reformation Dress Price: $178 Material: 88% Tencel, 12% Spandex Nike MSI: Tencel: 30.2 Spandex: 13.9
Reformation Trench Coat Price: $648 Material: 100% Tencel Nike MSI: 30.2
Loomstate Short Sleeve Tunic Price: $42 Material: 100% Organic Cotton Nike MSI: 28.2
Skin Long Sleeve Tunic Price: $120 Material: 100% Organic Cotton Nike MSI: 28.2
Reformation Tube Dress Price: $99 Material: 57% Viscose, 32% Rayon Nike MSI: Viscose: 17.3 Rayon: 17.3
CLOTHING CARE CALCUL ATOR GEORGETOWN, MARYLAND
BY AREA
BOSTON, MASSACHUSETTS
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CLOTHING CARE CALCUL ATOR ORGANIC COTTON
100
BY FABRIC
S.CAFE
CLOTHING CARE CALCUL ATOR
BY FABRIC
SEACELL
REPREVE
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CLOTHING DISPOSAL THE FACTS • The U.S. apparel industry today is a $12 billion business and the average American family spends $1,700 on clothes annually, according to the Bureau of Labor Statistics. • Americans buy about 68 pieces of clothing a year. • The average Americans throws away about 68 pounds of clothing a year—that’s about 191 T-shirts! (According to the EPA) • The carbon footprint of one T-shirt is estimated to be approximately 15 kg. This means that a T-shirt’s carbon footprint is approximately 20 times its own weight (Council for Textile Recycling )
What happens to clothing once it’s recycled?
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CLOTHING DISPOSAL
OUR PROGRAM As part of our dedication to protect the environment, our brand decided to create the HARMLESS Program as our contribution. The HARMLESS program is in place to ensure that no textile waste goes back to the environment in the wrong form. With our HARMLESS program you are able to bring your No Harm pieces for the following: -Recycle (for store credit) -Repairs (at no cost) -Changes (new color, length, sleeves, necklines and much more) The reason behind this program is the excessive textile waste that is being dumped in landfills every year. As a matter of fact, the average American throws away 70 pounds of clothing in a year, that’s the equivalent of 191 T-Shirts, and each T-shirt’s carbon footprint is approximately 20 times its own weight! Our motivation is to encourage you to understand the consequences of disposing unwanted clothing in the garbage and at the same time help you save money by allowing you to bring your pieces to be recycled, repaired or refreshed. This program aligns with our brand’s mission of only needing 10 versatile pieces that you can transform and mix and match according to the season and occasion. 103
CLOTHING DISPOSAL If you are unable to participate in our HARMLESS Program, there are other options that you can do in order to properly dispose of your unwanted pieces without harming the environment:
• Recycle: Make sure that the efforts and resources invested are not in vain. So if you are not able to bring back your unwanted pieces to our store for recycling , make sure that you use other recycling sources such as US Again Smartbox, whose mission is to not only ensure the proper recycling and disposing of textiles, but also ensure that the clothes that are still wearable are redirected to those countries where they are most needed. To find a US Again smartbox near you, visit www.usagain.com/ what-we-collect • Donate: Nearly half of adults put at least some clothing in the bin, usually because they think it couldn’t be used again for any purpose, or it has too much personal attachment to get rid of in another way. They would do this less if they knew that the textiles themselves, in any state, were valuable to charities and recyclers. Charities such as Goodwill, The Salvation Army and others can gain an income from clothing/textile resale, either as pre-owned clothing in the US, or by selling it to textile merchants for export. • Resale: Sometimes we are reluctant to not get compensated for the clothes that we are giving away; in that case, we have a few companies that buy your unwanted clothing for a considerable amount of the price you paid. This way you can get rid of your pieces without feeling cheated. These companies are: Twice, Thredup, Poshmark, Tradesy and Threadflip. • Clothes Swap: If you want to get rid of your old pieces and get a newer or different one in exchange, there are websites that specialize on clothes swap such as www.clothingswap.com and www.swapstyle. com • Re-Purpose: At No Harm, we love giving old fabrics and scraps a new life by using it for decorations, pillows and so on. This allows us to take advantage of everything and ensure that nothing goes to waste. As a brand, we want to encourage you to think this way and realize that if you can’t or don’t want to wear something anymore, you can always turn it into something different, such as a pillowcase, a pretty wall décor/tapestry or even a tote bag- so get creative!
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SAVINGS & BENEFITS
You might be wondering what some of the benefits of being environmentally friendly and sustainable are. The honest truth is: when you put good in, you get good out. So the better you are to the environment - the better the environment is going to be to you. First and foremost: it saves you money. In this day and age, this is common knowledge. Washing your clothes less saves energy - which saves money. Reusing clothes that you already have and buying less, or repairing the clothes that you already have to extend their life, saves money. Things that are good for the environment are good for your wallet as well. Preserving the world around us is not just important for future generations. These active steps to recycle more and use less are necessary to ensure that the world is safe right now, not just for the future. A better, healthier environment is a better place for you to live.
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BRANDING / PACKAGING
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PRINTED GARMENT LABEL
GARMENT CARE LABEL
We incorporate screen printed labels within our garments to retain a soft touch and lessen irritation to the skin. Our labels our screen printed with solventfree, water based inks.
Our garment care labels are made from organic cotton knit labels that are soft to the touch and won’t fade after wash.
BRANDING / PACKAGING
GARMENT HANGTAG
GARMENT HANGTAG FRONT & BACK
Our garment hangtags are made from recycled cardstock paper, nickle-free eyelets, and 100% hemp twine.
The front of our hangtags features our logo and name. The back gives a quick snapshot of our values- no harm to the environment, the animals, or the community. 107
BRANDING / PACKAGING
SHOPPING BAG Our shopping bag is made from recycled cotton canvas with double-stitched seams for durability. For dyeing, we use the AirDye process which transfers color minus the use of water. This process saves up to 95% of the water used in traditional dyeing methods. Our bags can be reused and enjoyed and are easy to fold and store. 108
BRANDING / PACKAGING
PACKAGING & THANK YOU CARD Our packaging utilizes 100% recycled materials that are fully biodegradable. We also use recycled labels and renewable plantbased tape. Our in-package thank you card is also recycled material. For larger orders, we use recycled boxes along with corrugated bubble wrap made from 100% recycled cardboard. 109
OUR STORES
We currently have retail locations in Washington, D.C., and Boston, M.A. Additionally, we feature pop up shops throughout the country including locations in New York City, Portland, San Francisco, and Dallas.
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WEBSITE & SOCIAL MEDIA
Not near one of our stores? No problem. Shop directly on our site and check out what’s happening at No Harm on our social media platforms.
noharmclothing.com
#noharm 111
COST OVERVIEW
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COSTSHEET
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CONCLUSION
The world that you support is the world that you invest your money into. So if you want a world that has better working conditions for all people and better environmental standards for the earth we live on, it’s time to start investing in companies that do these things. No Harm is a company that strives to create a better living environment through transparent manufacturing processes, environmentally stable materials and proactive social responsibility.
SPECIAL THANKS TO KATIE FREZZA: Photographer ALEXANDRA POWELL: Model SIMON STEVENS: Videographer DAVID FREY: Sound Design LEO MAGRIN: Sound Design
Created for FASM 400: Contemporary Issues / Professor Canepa / SCAD / Fall 2015 116
WORKS CITED th
A-Z Glossary of Sustainable Fibers. 1 million women. Sept. 18 2014. http://www.1millionwomen.com.au/blog/a-z-glossary-of-sustainable-fibres/. Web. Oct. 25th 2015. A Conversation with Christina Dean. The True Cost. http://truecostmovie.com/christina-deaninterview/. Web. Oct. 25th 2015. About Skin. Skin. http://skinworldwideshop.com/pages/designer-1. Web. Oct.25th 2014 Alter, Lloyd. NYTimes on Lululemon’s “Seaweed” Clothing: Lousy Chemistry, Lousy Journalism. Treehugger. Nov. 15th 2007. http://www.treehugger.com/corporateresponsibility/nytimes-on-lululemons-seaweed-clothing-lousy-chemistry-lousyjournalism.html. Web. Oct. 25th 2015. Bucci, Jessica. SeaCell: Fabric from the Ocean. Startup Fashion. Oct. 24th 2012. http://startupfashion.com/seacell-fabric-ocean. Web. Oct. 25th 2015. Claritas My Best Segments. Nielsen. https://www.claritas.com/MyBestSegments/Default.jsp?ID=20& menuOption=ziplookup&pageName=ZIP%2BCode%2BLookup&filterstate=&sortby=se gment_code&prevSegID=1027#. Web. Oct. 25th 2015. Cline, Elizabeth. The Fashionista’s Dilemma: Cheap Clothes. CNN. Sept. 12 2012. http://www.cnn.com/2012/09/11/living/high-cost-of-fashion/. Web. Oct. 25th 2015 Emotionally Durable Design. Appalatch. http://appalatch.com/blogs/musings/16934268emotionally-durable-design. Web. Oct. 25th 2015. Experiencers. Strategic Business Insights. http://www.strategicbusinessinsights.com/vals/ustypes/ experiencers.shtml. Web. Oct. 25th 2015Georgetown Key Facts. Georgetown University. https://www.georgetown.edu/about/key-facts. Web. Oct. 25th 2015. Freedonia Focus Reports. Women’s Clothing: United States. Freedonia. March 2014. http://globalbb.onesource.com/Web/Reports/ReportMainIndustry.aspx?SicCodeID=94 000409&Report=FREEDONIAFOCUSREPORTS&Process=IP&Type=GetReport&FileFor mat=PDF&ReportID=30171&FileName=FF15019.Pdf&VendorName=Freedonia. Web. Oct. 25th 2015. Flynn, Stacy. Evrnu: The Future of Apparel. Indiegogo. https://www.indiegogo.com/projects/evrnu-the-future-of-apparel--2#/. Web. Oct. 25th 2015.
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WORKS CITED Grace, Peter. 5 Ways to Make Sustainability Sexy for Millennials. Huffington Post. http://www.huffingtonpost.com/peter-grace/5-ways-to-makesustainabi_b_7575102.html. Web. Oct. 25th 2015. Georgetown University. Forbes. http://www.forbes.com/colleges/georgetown-university/. Web. Oct. 25th 2015. Honigman, Brian. How Millennials are Shopping: 20 Interesting Statistics & Figures. Medium Corporation. https://medium.com/brian-honigman/how-millennials-are-shopping-20interesting-statistics-figures-c76fb1231fbb#.ipz2ldivm. Web. Oct. 25th 2015. Kline, Maureen. Why Your Brand Should Appeal to Sustainability Friendly Millennials. Inc. http://www.inc.com/maureen-kline/why-your-brand-should-appeal-to-sustainabilityfriendly-millennials.html. Web. Oct. 25th 2015. Lee, Jan. The Latest in Sustainable Textiles. Triple Pundit. Feb. 25th 2014. http://www.triplepundit.com/special/sustainable-fashion-2014/round-sustainabletextiles/. Web. Oct. 25 2015. Living in Georgetown – Washington D.C. ://living-in-washingtondc.com/livingingeorgetownwashingtondc.php. Web. Oct. 25th 2015. Loomstate: Our Story. Loomstate. http://www.loomstate.org/mission. Web. Oct. 25th 2014. Mayer, Erin. Millennials Don’t Understand Clothing Maintenance, and that Includes Simply Doing Laundry. Bustle. http://www.bustle.com/articles/44596-millennials-dontunderstand-clothing-maintenance-and-that-includes-simply-doing-laundry. Web. Oct. 25th 2015. Nike Materials Sustainability Index. Nike. http://msi.apparelcoalition.org/#/. Web. Oct25th 2014. Oijala, Leena. Fiber Watch: Fabric from the Deep Blue Sea. Ecosalon. Sept. 5th 2012. http://ecosalon.com/fiber-watch-fabric-from-the-deep-blue-sea/. Web. Oct. 25th 2015. Reformation: Who We Are. Reformation. https://www.thereformation.com/about-us#business. Web. Oct. 25th 2014. Roopa Knitting Mills. Le Souk. http://www.lesouk.co/roopa-knitting-mills. Web. Oct. 25th 2015.
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WORKS CITED Schawbel, Dan. 10 New Findings About the Millennial Consumer. Forbes. http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-themillennial-consumer/. Web. Oct. 25th 2015. Smartcel Fibers Made by Smartfiber AG. Nanonic. http://www.nanonic.us/smartcel-generalinfo.html. Web. Oct. 25th 2015. Street, Danielle. The Impact of Throwaway Threads. The Wireless. Aug. 18th 2014. http://thewireless.co.nz/themes/impact/the-impact-of-throwaway-threads. Web. Oct. 25th 2014. Student Profile. Georgetown University. http://scs.georgetown.edu/admissions/studentsnapshot/. Web. Oct. 25th 2015. The Facts about Textile Waste. Council for Textile Recycling. http://www.weardonaterecycle.org/about/issue.html. Web. Oct. 25th 2015. The Power of Seaweed in a Fiber or the “Sea and Feel” Idea. Nanonic. http://www.nanonic.us/smartcel-Seacell.html. Web. Oct. 25th 2015. Trade Price, Cost Price, Wholesale Price: Pricing Terminology. The Design Trust. http://www.thedesigntrust.co.uk/what-price-to-use-when-talking-to-retailers/. Web. Oct. 25th 2015 What Is S.Cafe? S.Cafe. http://www.scafefabrics.com/en-global/about/particular. Web. Oct. 25th 2015. Whitehead, Shannon. 6 New Innovative Fabrics for Sustainable Fashion. Factory 45. Nov. 12th 2014. http://factory45.co/6-new-innovative-fabrics-for-sustainable-fashion. Web. Oct. 25th 2015. Women’s Clothing Industry Description. Onesource. http://globalbb.onesource.com/web/Reports/ReportMainIndustry.aspx?SicCodeID=940 00409&Process=IP&Report=INDUSTRYSUMMARY&returnurl=%2fweb%2findustry%2fin dustrylookup.aspx%3fsearch%3dwomen%27s+clothing%26searchby%3dActivity%26so urce%3dNAICS2012%26max%3d500%26cluster%3d%26sort%3d%26sortasc%3dASC% 26showact%3d1. Web. Oct. 25th 2015. WRAP Launches European Textile Recycling Project. Evrnu. Oct. 21st 2015. http://www.evrnu.com/blog/. Web. Oct. 25th 2015.
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OUR VIDEO
Want to learn more about how to wear the various pieces we have to offer at No Harm? Check out this video about how to be sustainable and stylish.
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BUY LESS. BUY SMARTER. CARE MORE. A Guide To A Sustainable Closet by NO HARM