introduction

(Paullange.com, 2019) After Five functions as a sustainable loungewear line, emphasizing the dual-use of being able to wear the line on the streets in addition to the comfort of our own homes. The design of this line and of future products exemplify clean, refined cuts which allow for people to feel comfortable strutting down the street in their comfiest clothes while looking put together and stylish. Our brand prides itself on sourcing the most comfortable yet sustainable fabrics and practices a completely sustainable business model.

While the fashion industry shows a growth in its efforts towards environmental and social sustainability, it is not keeping up with the fast pace nature of the industry itself (Kent, 2019). In order to reverse or halt the dangerous effects of the fast fashion industry, sustainability in every aspect of a company is crucial in order to do so. A lot of After Five’s competitors take action towards social sustainability by providing a transparent and responsible supply chain for its workers, however none of them provide environmentally sustainable ideals. This is where our brand will fill this market gap but take it further by also donating to organizations that help clean up the earth and preserve our precious, natural resources.

After Five’s business model will be flexible and willing to experiment with new sustainable technology, in order to keep up with the ever-changing society, but in a way that helps the environment using advanced technology rather than hurting it.