1 minute read
EVAMOSO
The project
The initial idea was to create a new legging using an innovative fabric that would enable it to be 100% circular. However, after conducting market research, obtaining quotes on innovative fabrics, attending fairs, and engaging with industry experts, Evamoso founder Jennifer Thiel realised that there wasn’t a single solution that felt right – the choice was either fully recyclable or fully biodegradable. During the Small but Perfect mentoring SBP Jennifer learnt that in order to be a sustainable business, she had to prioritise staying in business and she shifted the focus towards financial sustainability rather than solely material innovation. She refocused the brand around self-care and environmental consciousness to offer more alternative sportswear to women by getting them to choose to wear leggings made from recycled landfill waste and more natural fabrics that are kinder on the body and the environment.
Where
Lab E20 during Fashion Revolution Week
Target audience
Press journalists and attendees interested in sustainability and circularity in the fashion industry.
Format
Showcase event with a stand to display the project and presentations as part of a round table/panel discussion titled “Not another buzzword – putting circularity into practice.”
How did it go?
Over 80 people, including press journalists, attended the event. Guests visited Evamoso’s stand, asked questions about their projects, and engaged in discussions.
The presentations, although deviating from the original plan, turned into a fruitful discussion and Q&A session with the moderator and the audience. The event provided an opportunity to share the challenges faced in sourcing fabrics and the manufacturing process.
Learnings
Not being afraid to showcase the brand to more people and engage in discussions can lead to networking opportunities and increased engagement. Highlighting the difference between the idea of circularity and the reality of fabric choices can educate the audience and raise awareness about the challenges in achieving true circularity. Adapting to unexpected changes in the format of presentations can still result in valuable interactions and discussions with the audience. Overall, the showcase event had a positive impact on Evamoso’s brand awareness and engagement, with a 50% increase in engagement and a 20% increase in social media followers following the event.