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Entrepreneurship
Dress sense
These entrepreneurs in the fashion space want your clothes to leave a positive impression – on people and the planet.
A
lthough some may dispute whether fashion
Yet, at the same time, there is a growing cohort of consum-
is the worst polluting industry in the world
ers who are choosing to buy less but better, whether through
compared with other offenders, there’s no
investing in quality, learning to care for clothes as previous
doubt that the “fast fashion” business model
generations did, or embracing the concept of the “capsule
has had serious environmental consequences.
wardrobe,” a series of easily intermixed basics. Others buy only
These consequences start before the clothes are even made.
“pre-loved” items, rescuing, donating or trading infrequently
Almost 75% of waste – through water use, clearcutting and
worn items languishing in the back of the closet.
chemical processes – occurs in garment production, according to the McKinsey Fashion on Climate report. A further 20%
And a growing number of businesses are springing up to serve
of waste is generated by product use, such as washing, which
these changing consumer preferences. They are looking for
releases tons of plastic microfibers into the oceans. Meanwhile,
new, or new-again, techniques to make the fashion industry
the Ellen MacArthur Foundation suggests that recycling is not
more sustainable.
up to the task: Less than 1% of clothes are recycled into new clothes, while a garbage truck’s worth of textiles are dumped or incinerated every second.
Responding to environmental concerns, companies are using more organic or recycled materials, reducing the amount of water and chemicals used in production processes, and im-
All this is done in the service of customers who are nonethe-
plementing pre-order schemes to cut down on redundant in-
less chronically dissatisfied with their wardrobes. Going by the
ventory and waste. Some fashion brands are reinvesting their
famous 80/20 rule, in the average closet, 20% of clothing items
profits in socially responsible initiatives.
are worn 80% of the time, hinting at a culture of nondurable, impractical buying.
Here we feature entrepreneurs who recently launched businesses promoting more sustainable and ethical ways of enjoying fashion. Although such enterprises may start small, these rising stars have big dreams and goals for the future.
42 | IESE Business School Insight | no. 158
