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
lected 23 |
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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