Closing the loop

CLOSING THEoneLOOP stitch at a time

KNIT VISION FOR A MORE RESPONSIBLE PRODUCT

SMALL CHANGE BIG DIFFERENCE EXCLUSIVE CONCEPTS AND INNOVATIONS FOR KNITWEAR OCTOBER 2018 1

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REALITY - STATE OF THE APPAREL INDUSTRY 4-7 CONSUMER DEMAND 8-9 TEAM RESOURCES 10-11 YARN INNOVATION LESS WATER MELANGE 12-13 YARN INNOVATION LESS WATER WASH EFFECT 14-15 LINEAR TO CIRCULAR MODELS 16-17 THE BIG IDEA 18-25 PACKAGING PROBLEMS AND PROPOSALS 26-37 DON'T BE A STRANGER - SOCIAL 38-39 3

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reality check

The global fashion industry is the second most polluting industry in the world

“

“

The apparel and textile industry accounts for 10% of global carbon emissions.

26 billion lbs. of textiles are trashed each year and only 15% of these are recovered for recycling.

The textile industry is one of the top 3 water wasting industries, and the second biggest polluter of freshwater resources on the planet.

Apparel consumption is expected to increase 64% by 2030.

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apparel waste accumulated

12.8 million tons of textile waste in landfill annually.

80lb of textile waste per person annually.

Globally 80% of new clothing produced ends up in landfill annually.

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demographic timeline

1946-1964

1977-1983

1996-2010

BABY BOOMERS

XENNIALS

GEN Z

• Silver tops, Silver shoppers

• Not recognised as its own

• IGENs, Digital natives, Activist

• Strong work ethic, Self-

demographic

assured, Thrifty, Active

generation

• A hybrid of Gen X and

• 8-second filters, Population tsunami,

Millennials

Most sensory stimulated generation

• Has characteristics of both

AGES

BB

X

54+

53-42

XM

M

41-35

GEN X

MILLENNIALS

• Post-Boomers, MTV

• Generation Y, Echo

34-23

• Entreprenual, Cynical, Tech

A

7-0

• The creative class

• Optimists, Nostalgic,

astute, Family first mentality,

Discount conscious, Crave

Self-sufficient.

unique experiences

1965-1976

22-8

GEN ALPHA

boomers

Generation

Z

• Intellegent, Aware, Social media present

1984-1995

* Ages as of 2018. Exact dates may vary. Based off of the majority of the data.

2011-2024

rise in sustainable culture GEN Z Activist Generation High concern for Climate change:

MILLENNIALS Conscious Fashion Pioneers

•

90% concerned about air pollution

•

88% concerned about water pollution

•

86% concerned about global warming

Believe Government action is insufficient: •

80% beleive current leaders have n done enough to protect the environment

Rana Plaza effect Go green revolution

World’s 1st green activists

Founded clean labeling movement

1st Generation to ask ‘what will we leave behind’

Horticulture and green fingered generation

XENNIALS

Pioneered the Environmenal movement:

1st Generation to seek Transparency

84% prefer to make investments towards sustainability

• EPA Founding 1970

Major fashion moment: 90s Sweat shop outrage

73% are willing to pay more for sustainable brands

1st generation to seek products made sustainably and ethically

• Earth Day 1970 • Clean Air Act 1970

GEN X Passive Investors

82% familiar with the term ‘sustainability’

Limited action

51% are willing to pay more for sustainable and ethical products.

79% prefer to make investements towards sustainability.

BB

54+

X

53-42

34% want to see more exo-friendly fabrics used in clothes

XM

41-35

•

60% want t have an impact on the world through careers

•

59% are currently studying sustainability.

GEN A

BABY BOOMERS

Strive for sustainable careers:

Embedded sustainable product consumption: •

72% are willing to pay more

•

62% won’t buy from brands that fail to meet societal standards

•

64% think businesses are not doing enough

44% of younger Millennials would like to see more ecofriendly fabrics used in clothes.

•

87% of US shoppers will purchase products because a company advocated for an issue they are passionate about

39% want to have an impact on the world through career

•

85% choose ecofriendly over others despite costs

M

34-23

Z

22-8

A 9

7-0 |

brilliant team resources KATIE JANE BAILEY

•

Cradle 2 Cradle philosophy and certification (Material health, Reutilization, Renewable energy, Water stewardship, Social fairness, Design and disassembly) •

Ellen Macarthur foundation- Circular Economy certification • Sustainable Design Thinking (sus 004)- FIT •

Product Lifecycle (sus 007)- FIT

• Sustainable Marketing (sus 003) -FIT

LAURA CONNELL

LEE ANN BALL

knitting is zer waste

our resources • Apex Mesh Map Virtual Technology • Reduce Sample Waste • Reduce Lead Times • Design-Design co-creation

our certifications

our commitment

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YARN INNOVATION:

Exclusive to

WHAT IT IS:

Eco-Melange yarns are colored using a patent pending fiber blending method.

WHAT IT DOES:

• The process blends dope dyed fibers to create beautiful melange effect yarns with no need to fiber dye.

• Uses zero water in the coloration process

FIBERS

Eco-melange blends raw natural fiber with dope-dyed rPET and/or regenerated cellulose to create fabrics with a variety of properties.

BENEFITS:

• Compared to traditional techniques there is zero water using within the dyeing process.

• Beautiful melange and heather effect yarns are created through the patentpending blending systems

These designs were made using Apex Mesh Map Virtual Technology

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YARN INNOVATION:

Exclusive to

WHAT IT IS:

GiDelave yarns are colored using a direct color application method that is called color diffusion.

WHAT IT DOES:

GiDelave process eliminates the need for a dye bath in the coloring of cellulosic fibers.

FIBERS:

GiDelave color diffusion process is available on any cellulosic fiber, including Cotton, Lenzing fibers, Linen, Hemp and Bamboo viscose.

BENEFITS:

• GiDelave uses 98% less water than fiber reactive dyeing • Eliminates the need to wash down products increasing sustainable methods and reducing cost.

These designs were made using Apex Mesh Map Virtual Technology

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from linear to circular

upcycle /ˈʌpsʌɪk(ə)l/ verb reuse (discarded objects or material) in such a way as to create a product of higher quality or value than the original. “the opportunity to upcycle trash, or turn it into new product, was vast”

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the big idea Introducing RE-GENEration, a pioneering initiative to bring a circular model to mass retail in the United States.

RE-GENE RE-GENE

ERATIoN ERATIoN Cost neutral and environmentally positive

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POST consumer fall 2019 launch Previously loved garments upcycled into yarn, knitted zero waste into sweaters

PRE consumer spring 2020 launch Remnants from production collected from factories and upcyled into yarn that is, knitted zero waste into sweaters

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process

Spun to yarn Pre consumer

TRADITIO

Knitted (Zero waste) Post consumer

TRADITIO

Coll

See the whole process here

Grounded into Fibre Landfill

ONAL MODEL

Sorted + seperated Landfill

ONAL MODEL

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in store experience

RE-GENERATIoN RE-GENERATIoN

WWW.ReGene.US

marketing RE THINK communication Re Generation isn't a marketing tool it's a movement that re thinks and makes us think.

Utilize omnichannel to create authentic experiences with transparency Micro site / sub site WWW.REgene.US content heavy candy bar of information •

Fashion fact checker

•

Product process

•

Ideas / how do

Re- sell- in local consignment stores, 3rd party resell eg thred up Re- share- swop sessions or donations to credible causes Re- purpose- get creative And ultimately Re-cycle- weardonateandrecycle.org Captures user data and behavioral patterns

SOCIAL - DIGITAL Re-Gene movement growth hacking Compelling content- Re-port back , partner with Vice media reporting from production programs Influencer endorsement Loyalty give back get back Spreading a message peer to peer that's positive, inclusive and always empowering

INSTORE Experiences: Workshops, panels and creative collabs with Zero waste Daniel and Fab scraps.

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Polybags are a necessary par As seen in Patagonia's case s completely, 30% of garments causing the highest e

rt of the apparel supply chain. study, by eliminating polypags were damaged or unsellableenvironmental impact.

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impact of polybag

environmental impact from polybag production

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sustainable alternative

we

we

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advantages of compo bag

* *price not guaranteed, based off nonspecific quote

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packaging problems and solutions

www.ReGene.us

www.ReGene.us

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packaging problems and solutions

www.ReGene.us

American Eagle hanger

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This is just the beginning

KJ

TY

kjbailey@brilliantemail.com

tybhojwani@brilliantemail.com

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