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A Guide to Building a Sustainable Wardrobe

A Guide to Building a Sustainable Wardrobe

by Tanisha Johnson DiMonique Mitchell Linda La Kristin Sears Jessica Willard

Dedicated to Professor Grace Canepa

TA B L E O F C O N T E N T S Introduction Who We Are We Are Unique Sustainability Matters Product Line Cost Savings Garment Care REVELcycle Packaging Lookbook Conclusion Appendix

INTRODUCTION Revel is the brainchild of five creative minds, all of whom have an appreciation for sustainability and an intense desire to revolutionize the way we consume fashion today and in the future. As a company, we believe that sustainability directly relates to the quality of life in our community and we hope to combat the destructive nature of fast-fashion. Sustainable fashion to us is about being friendly to our environment, responsible with our resources, and creative in our wardrobe choices.

We are throwing away copious amounts of material everyday that could provide a sustainable resource for the fashion industry. The knowledge of this occurrence brought to mind upcycling, a new environmentally conscious category in fashion design that repurposes unwanted garments and textile waste and reintroduces it back into the fashion market. With roots in craft and a nostalgic mentality of the generations before us, we see upcycling as a way to make a positive environmental and social impact in our community.

We intend for you to use this book as a tool to fuel conscious consumerism and sustainability. This book shows you how to use our products to build a more cost conscious and environmentally friendly wardrobe that will sustain you all year long. We believe that quality is more important than quantity so that you, as the consumer, will see greater savings when using our hand-constructed products and styling methods.

In this book we have included several styling options that will sustain you for any occasion throughout an entire year without having to add any other garments to your wardrobe. Lessen your impact on the environment and your wallet by building your wardrobe with an old soul.

Join us in our commitment to leading the growing movement towards greater sustainability in fashion.

xx Team Revel

WHO WE ARE

Revel is a sustainable fashion brand which repurposes vintage and surplus materials into limited-edition wardrobe staples for the modern consumer.

Our environmentally focused vision is centered on eliminating waste in the fashion industry without sacrificing style.

Limited-edition collections are sourced and manufactured domestically, creating local jobs and eliminating global pollution.

12.7 million tons of clothing is dumped into American landfills annually.

WE ARE UNIQUE At Revel we strive to produce garments that are wholly made in America. We source locally to encourage domestic jobs and discourage pollution as a result of global transport. Our limited-edition collections are made from vintage and surplus materials sourced from stores here in America. We clean and launder these materials and rework them to create a modern, one-of-a-kind garment for you. With such a lean strategy, our process includes everything from conception to production in just a few weeks time. Our workshop, located in the heart of San Francisco, is comprised of a small team of designers and tailors, sourcing specialists, marketers, as well as the Revel founders who pride themselves on being business gurus and fashion fanatics.

O U R

1

Our team of designers decide what types of clothes the customer wants to wear

2

Pickers visit vintage and surplus stores to source items that match the designers’ looks

3

P R O C E S S

Laundering and quality checks take place so the fabric is ready to be used

4

We carefully hand-cut and repurpose the materials into modern, unique pieces

modern spirit + old soul

5

The completed piece is then sent directly to your home from our online store

6

When you are finished with the garment you can sell it back to be repurposed

O U R

M AT E R I A L S

We want to be as transparent as possible, which means knowing our partners and supplying our customers with product knowledge. We source the majority of our vintage and surplus materials from Fab-Mo, Half Price Surplus, Thrift Town, Mission Thrifts, and Community Thrift. We hold seasonal events in which all of our partners come together and raise awareness for sustainable fashion and community involvement. We believe the best place to spur change is at home and our employees and partners share this ideal. We believe in providing our customers with product that is fashion forward, high quality, and affordable.

With a promise to never offer a product over $200, our customers always know that they are buying from a company with their best interests in mind. From our cotton scarves to the staple leather jacket, we create great quality garments at reasonable costs.

S U S TA I N A B I L I T Y M AT T E R S On Earth, we were given an abundance of natural resources to utilize throughout our daily lives. Many of these resources renew themselves but others will soon disappear over time, due to over usage. Sustainability is the practice of lengthening the life cycle of a resource by reducing the amount of natural resources used. This ensures that resources are available for everyone, all over the world, for many years to come. Society depends upon each other to be responsible and use just enough resources to survive. Using more than necessary can greatly affect the future outcome of the world.

One small ripple in the water may not make a splash but when millions of ripples join together, waves are created. Change is possible if every person consciously decides to change his or her wasteful habits. You ultimately have the power to guarantee the survival of our natural resources on Earth. The wise Ghandi once said, “Live simply, so others may simply live”, these time honored words help us realize the impact that our individual choices have on the people around us. If you could personally have a hand in restoring the earth and lengthening yours, and you’re your peer’s time on this Earth, would you? It is up to you, and with the many resources available it doesn’t have to be hard. Every little change adds to a major revolution. The Earth is ours to protect, let’s make sure we do our job.

Unfortunately, the potential positive impacts of selecting sustainable materials are limited by fast fashion business models, the current norm among mass market brands and retailers, which lead to rapid product turnover and high waste outputs. The rate at which fashion production cycles have accelerated in recent years is nothing short of shocking. Just a few decades ago, fashion designers presented only two collections a year: spring/summer and fall/winter. Today’s mass market brands rotate their in-store collections as often as every two or three weeks, a turnover that equates to roughly 20 collections per year! Meanwhile, fashion consumption has risen steeply due to a penchant for cheap and quick fast fashion fixes. The increasing supply and demand for fast fashion has created a vicious cycle that is spiraling out of control, and designers are struggling to keep up. In 2010, renowned British and TurkishCypriot designer Hussein Chalayan bought back his brand from fashion conglomerate PPR in an attempt to relieve the pressure of constantly creating at ever-faster intervals. “Being in those houses is like running on a diamond-plated hamster wheel,” he has been quoted as saying. “You have to go faster and faster and faster, and chances are still very high [that] you

S U S TA I N A B I L I T Y M AT T E R S will fall off.” Similarly, designer Tom Ford left Gucci in 2004 and has since relaunched his eponymous brand, which now shows only two collections per year.

For some designers, a slow fashion mindset is central to their design process and brand identity. Japanese designer Akira Minagawa, with his brand mina perhonen, is a particularly interesting example of slow fashion design. Rather than fluctuate from season to season according to the latest trends, his collections gradually evolve, reusing or reworking materials and silhouettes from previous seasons. For Hermes, a commitment to slow fashion has served to reinforce its brand identity of exceptional quality and exclusivity. In response to high demand for its handbags, the French fashion house refused to abandon its traditional manufacturing techniques or drastically increase production volumes. Rather than deterring frustrated clients, Hermes’ slow fashion approach has resulted in years-long waiting lists for some of the brand’s most popular models and Hermes handbags selling at auctions for more than $200,000!

Ironically, slow fashion designers and brands may be ahead of their fast fashion competitors in responding to a shifting consumerist paradigm. For more and more consumers, the temporary high of buying into the latest of-the-minute fashion is increasingly fleeting and hollow. In an interview with EcoSalon, Elizabeth Kline, author of Overdressed: The Shockingly High Cost of Cheap Fashion, describes the disillusion that she and other consumers are beginning to feel with fast fashion. “I think the pace of fashion has become maddening to a growing number of consumers,” she says. “The whole game of fashion feels arbitrary and pointless now.”

A recent New York Times article confirms Kline’s observation. In the article, trend experts and style leaders admit that trends are no longer the all-powerful dictum they once were. Thanks largely in part to the internet, consumers now have access to an unprecedented wealth of style information and are beginning to trust their own interpretation and personal taste rather than mimicking select trends diffused via fashion advertising and shop windows.

It can only be hoped that this disillusion with fast fashion and disinterest in passing trends will translate into greater consumer demand for higher quality, unique pieces that require more realistic production times. Brands and retailers would then have no choice but to adapt their products, and business models, to changing consumer tastes, thus initiating a more virtuous supply-and-demand cycle with a less maddening rhythm for designers and consumers alike.

AVERAGE CONSUMER VS. REVEL CONSUMER

annual garmentv.usage VERAGE AVERAGE CONSUMER CONSUMER REVEL v. REVEL CONSUMER CONSUM

nual annual garment garment usageusage

avg

avg

avg

revel

revel

avg

revel

revel

pieces bought pieces bought per yearper year

cost percost yearper year

18trillion 18trillion

$535 $535

garments garments saved from saved from landfills landfills each year each year

saved by saved consumers by consumers each year each year

PRODUCT LINE

the inspiration

The Revel brand features pieces that are sustainable as well as modern and stylish. Our garments are cut in classic silhouettes and are not trend-driven as with fast fashion; therefore, our pieces will last you for years to come. In fact, the Revel product line is designed so that 10 quality pieces will last you well over a year. In true sustainable fashion, our limited-edition pieces are androgynous in nature and can easily be shared by both sexes. The idea is that boyfriend and girlfriend or husband and wife can actually share a wardrobe and reduce their environmental footprint at the same time. To gain a better understanding of the environmental impact of each of our garments, we have utilized the Nike Environmental Calculator Tool which is scientifically based and ranks each garment in terms of “Needs Improvement”, “Good”, “Better”, or “Best”. Revel’s mission towards revolutionizing sustainability doesn’t stop with the design process - we want to share our findings with you, our customer, so that together we can work towards a more sustainable future.

PRODUCT LINE

1

D A K O TA

T E E

$ 3 5

Constructed from one of the softest lightweight cottons we could find, this classic v-neck has a relaxed fit that is both chic and flattering.

Whether styled up for a night on the town, or paired down for a lazy day lounging around the house, the Dakota cut is perfect for your effortless style.

Colorways: White, Gray, Black Stripes

E N V I R O N M E N TA L > 90

40 PTS

> 55

60 PTS

87 - 89

25 PTS

48 - 54

45 PTS

84 - 86

10 PTS

42 - 47

30 PTS

0 PTS

33 - 41

10 PTS

No Garment Treatment

0 PTS

Light Softening

(-5 PTS)

80 - 83

Distress

(-10 PTS)

75 - 79

(-5 PTS)

Heavy Distress

(-15 PTS)

< 74

(-10 PTS)

Garment Treatment Score

Waste Score

BEST

I M PA C T

Made from 1 raw material

5 PTS

< 32

0 PTS

Materials Score

< 70 PTS

BETTER

50 - 69 PTS

TOTAL SCORE: 80

GOOD

30 - 49 PTS

RATING: BEST

NEEDS IMPROVEMENT

< 30 PTS

PRODUCT LINE

2

C A R S O N

$ 7 0

S H I R T

An update on the classic blouse – the Carson Button-Down Shirt was designed to be both elegant and edgy, complimenting its crisp cotton fabric. With its decidedly modern silhouette, it’s perfect to dress up after hours with leather or to throw on over a pair of your favorite boyfriend jeans for an effortless chic look.

Colorways: Navy Print, Denim, White

E N V I R O N M E N TA L > 90

40 PTS

> 55

60 PTS

87 - 89

25 PTS

48 - 54

45 PTS

84 - 86

10 PTS

42 - 47

30 PTS

0 PTS

33 - 41

10 PTS

No Garment Treatment

0 PTS

Light Softening

(-5 PTS)

80 - 83

Distress

(-10 PTS)

75 - 79

(-5 PTS)

Heavy Distress

(-15 PTS)

< 74

(-10 PTS)

Garment Treatment Score

Waste Score

BEST

I M PA C T

Made from 1 raw material

5 PTS

< 32

0 PTS

Materials Score

< 70 PTS

BETTER

50 - 69 PTS

TOTAL SCORE: 80

GOOD

30 - 49 PTS

RATING: BEST

NEEDS IMPROVEMENT

< 30 PTS

PRODUCT LINE

3

L E I

C A R D I G A N $ 5 0

Our Lei Cardigan has always been different, not sure of the perfect place to fit in. Lei was once a go-to cardigan during chilly football games.

With a new outlook on life Lei embraces change.

With a relaxed fit, this lightweight cardigan falls below the waist. A slight touch of a button or a pocket adds just enough versatility to your closet.

Colorways: Maroon, Tan, Navy

E N V I R O N M E N TA L > 90

40 PTS

> 55

60 PTS

87 - 89

25 PTS

48 - 54

45 PTS

84 - 86

10 PTS

42 - 47

30 PTS

33 - 41

10 PTS

No Garment Treatment

0 PTS

Light Softening

(-5 PTS)

80 - 83

Distress

(-10 PTS)

75 - 79

(-5 PTS)

Heavy Distress

(-15 PTS)

< 74

(-10 PTS)

Garment Treatment Score

0 PTS

Waste Score BEST

I M PA C T

Made from 1 raw material

5 PTS

< 32

0 PTS

Materials Score

< 70 PTS

BETTER

50 - 69 PTS

TOTAL SCORE: 30

GOOD

30 - 49 PTS

RATING: GOOD

NEEDS IMPROVEMENT

< 30 PTS

PRODUCT LINE

4

R I L E Y

S W E AT E R

$ 6 0

Riley was always the go-to sweater for cold nights in the city, and after years of love and care, this sweater was hand selected by Revel for its oversized and textured fabric. With new life brought back into it, the Riley sweater has become one of our favorite picks. The flattering wide-neckline adds a refined yet nonchalant attitude to any outfit. We suggest adding some cozy to your style all year round.

Colorways: Maroon, Tan, Navy

E N V I R O N M E N TA L > 90

40 PTS

> 55

60 PTS

87 - 89

25 PTS

48 - 54

45 PTS

84 - 86

10 PTS

42 - 47

30 PTS

33 - 41

10 PTS

No Garment Treatment

0 PTS

Light Softening

(-5 PTS)

80 - 83

Distress

(-10 PTS)

75 - 79

(-5 PTS)

Heavy Distress

(-15 PTS)

< 74

(-10 PTS)

Garment Treatment Score

0 PTS

Waste Score BEST

I M PA C T

Made from 1 raw material

5 PTS

< 32

0 PTS

Materials Score

< 70 PTS

BETTER

50 - 69 PTS

TOTAL SCORE: 30

GOOD

30 - 49 PTS

RATING: GOOD

NEEDS IMPROVEMENT

< 30 PTS

PRODUCT LINE

5

D E V O N

$ 9 5

PA N T

Our unique Devon “Boyfriend” style pant captures the attention of a diverse crowd. Devon is loved by everyone- young, old, male or female.

There are no constraints with this fun loving, relaxed fitting, boyfriend pant. Rolled up, or slouched down, the possibilities prove to be endless for this pair of pants.

Colorways: Khaki, Blue Denim, Gray

E N V I R O N M E N TA L No Garment Treatment

0 PTS

Light Softening

(-5 PTS)

> 90

40 PTS

> 55

60 PTS

87 - 89

25 PTS

48 - 54

45 PTS

84 - 86

10 PTS

42 - 47

30 PTS

33 - 41

10 PTS

80 - 83

0 PTS

Distress

(-10 PTS)

75 - 79

(-5 PTS)

Heavy Distress

(-15 PTS)

< 74

(-10 PTS)

Garment Treatment Score

Waste Score BEST

I M PA C T

Made from 1 raw material

5 PTS

< 32

0 PTS

Materials Score

< 70 PTS

BETTER

50 - 69 PTS

TOTAL SCORE: 65

GOOD

30 - 49 PTS

RATING: BET TER

NEEDS IMPROVEMENT

< 30 PTS

PRODUCT LINE

6

S K Y L A R

$ 7 5

J E A N

After years of wear and tear, Skylar finally made its way into our loving hands. Clean lines and tonal stitching give simple, essential style to this skinny jean. Designed to meet your specifications, mix Skylarâ&#x20AC;&#x2122;s distressed denim with interesting shapes from our selection of leather totes for added interest. Skylar features a five-pocket design, with one-button closure and a zip fly.

Colorways: Various Washes/Black Leather

E N V I R O N M E N TA L No Garment Treatment

0 PTS

Light Softening

(-5 PTS)

> 90

40 PTS

> 55

60 PTS

87 - 89

25 PTS

48 - 54

45 PTS

84 - 86

10 PTS

42 - 47

30 PTS

33 - 41

10 PTS

80 - 83

0 PTS

Distress

(-10 PTS)

75 - 79

(-5 PTS)

Heavy Distress

(-15 PTS)

< 74

(-10 PTS)

Garment Treatment Score

Waste Score BEST

I M PA C T

Made from 1 raw material

5 PTS

< 32

0 PTS

Materials Score

< 70 PTS

BETTER

50 - 69 PTS

TOTAL SCORE: 65

GOOD

30 - 49 PTS

RATING: BET TER

NEEDS IMPROVEMENT

< 30 PTS

PRODUCT LINE

7

L O G A N

S K I R T

$ 1 5 0 Everyone could always use a little more leather in his or her life. Having scoured through piles of several well-worn leather pieces that lived through the glorious days of 90s grunge, we finally got our hands on Loganâ&#x20AC;&#x2122;s versatile leather. No matter what occasion, Logan keeps your style fresh from Monday morning all the way to Friday night.

Colorways: Black Leather

E N V I R O N M E N TA L No Garment Treatment

0 PTS

Light Softening

(-5 PTS)

> 90

40 PTS

> 55

60 PTS

87 - 89

25 PTS

48 - 54

45 PTS

84 - 86

10 PTS

42 - 47

30 PTS

33 - 41

10 PTS

80 - 83

0 PTS

Distress

(-10 PTS)

75 - 79

(-5 PTS)

Heavy Distress

(-15 PTS)

< 74

(-10 PTS)

Garment Treatment Score

Waste Score BEST

I M PA C T

Made from 1 raw material

5 PTS

< 32

0 PTS

Materials Score

< 70 PTS

BETTER

50 - 69 PTS

TOTAL SCORE: 45

GOOD

30 - 49 PTS

RATING: GOOD

NEEDS IMPROVEMENT

< 30 PTS

PRODUCT LINE

8

M I C A H

J A C K E T

$ 2 0 0 The go-to staple, our Micah Leather Jacket started off as remnants of surplus furniture fabric. Micah has a tough outer skin with a soft inner core, ready to amp up your wardrobe. Its cotton ribbed cuffs and relaxed, versatile fit make it a great option for guys and girls alike. Pair it with a tee shirt and jeans on the weekend, and a girly maxi dress during the week.

Colorways: Black Leather

E N V I R O N M E N TA L No Garment Treatment

0 PTS

Light Softening

(-5 PTS)

> 90

40 PTS

> 55

60 PTS

87 - 89

25 PTS

48 - 54

45 PTS

84 - 86

10 PTS

42 - 47

30 PTS

33 - 41

10 PTS

80 - 83

0 PTS

Distress

(-10 PTS)

75 - 79

(-5 PTS)

Heavy Distress

(-15 PTS)

< 74

(-10 PTS)

Garment Treatment Score

Waste Score BEST

I M PA C T

Made from 1 raw material

5 PTS

< 32

0 PTS

Materials Score

< 70 PTS

BETTER

50 - 69 PTS

TOTAL SCORE: 45

GOOD

30 - 49 PTS

RATING: GOOD

NEEDS IMPROVEMENT

< 30 PTS

PRODUCT LINE

9

TA Y L O R

C O AT

$ 1 5 0 Our Taylor wool coat originates from Bruno the black woolen sheep. Our medium weight coat features a straight collar and six buttons.

With surplus wool, the Taylor wool coat offers the perfect mixture of warmth and style. Stay generous Bruno, your wool is a precious gift!

Colorways: Navy, Camel

E N V I R O N M E N TA L > 90

40 PTS

> 55

60 PTS

87 - 89

25 PTS

48 - 54

45 PTS

84 - 86

10 PTS

42 - 47

30 PTS

33 - 41

10 PTS

No Garment Treatment

0 PTS

Light Softening

(-5 PTS)

80 - 83

Distress

(-10 PTS)

75 - 79

(-5 PTS)

Heavy Distress

(-15 PTS)

< 74

(-10 PTS)

Garment Treatment Score

0 PTS

Waste Score BEST

I M PA C T

Made from 1 raw material

5 PTS

< 32

0 PTS

Materials Score

< 70 PTS

BETTER

50 - 69 PTS

TOTAL SCORE: 45

GOOD

30 - 49 PTS

RATING: GOOD

NEEDS IMPROVEMENT

< 30 PTS

PRODUCT LINE

10

C A M E R O N

M A X I

$ 7 5

Once weighed down by the pressures of the world, Cameron has shed the outer layers of life and now dreams to revive tired closets. Matched with a sheer overlay, this loose fitting maxi cinches at the waist and falls to the ankle. Cameron will be right there to experience all that life throws your way Colorways: Navy, Maroon, Black

E N V I R O N M E N TA L I M PA C T

BETTER

GOOD NEEDS IMPROVE-

< 70 50 - 69 30 - 49 < 30 PTS

40 PTS

87 - 89

25 PTS

84 - 86

10 PTS

No Garment Treatment

0 PTS

Light Softening

(-5 PTS)

80 - 83

0 PTS

Distress

(-10 PTS)

75 - 79

(-5 PTS)

Heavy Distress

(-15 PTS)

< 74

(-10 PTS)

Garment Treatment Score

BEST

> 90

TOTAL SCORE: 45 RATING: GOOD

Waste Score > 55

60 PTS

48 - 54

45 PTS

42 - 47

30 PTS

33 - 41

10 PTS

Made from 1 raw material

5 PTS

< 32

0 PTS

Materials Score

$1,070 is what you and your partner will save annually when purchasing Revelâ&#x20AC;&#x2122;s 10 key pieces as opposed to traditional methods of shopping.

COST SAVINGS In 2012 the average American spent about $1,750 a year on apparel and related products (or 68 garments and 7 pairs of shoes). After shaving the price of shoes that is about $1,500. Our entire line costs $965. This is a $535 savings (If taking into account that the line is androgynous and both a man and woman can wear it, it could be up to a $1,070 savings a year for a household).

Though fewer pieces will be purchased, they will last longer and go further in a wardrobe. From an environmental perspective thatâ&#x20AC;&#x2122;s 58 fewer garments a year. If everyone in America adopted this buying pattern it would reduce Americaâ&#x20AC;&#x2122;s apparel consumption by over 18 trillion garments a year (85%).

GARMENT CARE

During the design and construction process of each one of our garments, time and an obsessive amount of detail were used to bring a new life back into our old materials.

Being that many of our pieces were designed using repurposed and vintage materials, extra care was put into ensuring that no unnecessary harm was done to the delicate fibers. With this in mind, we feel that we should also take the time to impress upon you the ways in which you can care for your garments to extend the life of each piece.

To keep your garments fresh and clean longer we have found that hanging your garments to air dry after each use prevents the need to wash and dry your clothes more often than necessary. The best method by far for handling and caring for our time-honored garments is to go back to the days of old by hand washing and line drying your pieces. If you find that these longstanding traditions are not doing the trick, then we suggest doing full loads in the washing machine on the delicate cycle with cold water only. We also suggest avoiding the use of harmful chemicals such as the dreaded bleach. Stick to using pure and natural soaps to prevent the deterioration of our natural fibers. Revel believes that you can have a social and environmental impact simply by taking the time to treat your garments the right way straight from the very first use to the very last.

REVEL cycle By no means are our garments meant to last you a lifetime, nor should they. Our philosophy for our business is about upcyling materials and breathing new life into old pieces. This is where REVELcycle comes in.

REVELcycle is essentially our buy-back program, which encourages you to sell us your garments once they have reached the end of their lifecycle. We will then strip down your piece and recycle it back into our design process. In return we will also give you credit back for your piece so that you can purchase more of our products and continue the cycle without contributing to the landfills. Itâ&#x20AC;&#x2122;s a win-win in our book.

HOW DOES IT WORK? Step 1: Use your envelope and packing slip that came with your purchase and ship your unwanted garments to us along with a little story or a favorite memory from when you wore the garment.

Step 2: Once we receive your clothes our team will evaluate the value of that item, and the credit will be added to your account.

W H O PAY S F O R S H I P P I N G ?

We do!

W H AT H A P P E N S T O Y O U R C L O T H E S ?

The unwanted clothes will be sent to our designers and seamstresses who will incorporate them into their latest creations. The portions of the garment that are not used will be recycled, keeping them out of the landfills!

PA C K A G I N G NASHVILLE WRAPS Nashville Wraps速 is a wholesale business-to-business distributor of decorative packaging products and retail packaging supplies. They specialize in recycled gift packaging and custom printed packaging. They have a wide selection of in stock bags, boxes, gift-wraps and ribbon coupled with fast and friendly service.

70% of Nashville Wraps products are made in the USA from eco-friendly recycled materials and are branded under the highly-respected Green Way - Packaging with Purpose速 brand. Most products are available in bulk carton quantities, small packs and assortments.

The Nashville Wraps速 philosophy is simple: Have what you sell, do what you say and treat others like you want to be treated. Their goal is to partner with customers to help make their business and merchandise look great with

This garment has lived a long, beautiful life. It has an old soul but a modern spirit, and is now in your hands. Honor, cherish, and wear it, forever.

PA C K A G I N G distinctive and smart packaging. Revel is a proud customer of Nashville Wraps®, purchasing all of our packaging materials from Green Way - Packaging with Purpose®. Their values, goals, and made in America stance, all keep in line with the high standards we hold here at Revel.

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REVELcycle After one year, if you feel like your product has come to the end of its life with you, you can send it back to us in the REVELcycle prepaid package included in your order.

1660 Haight St San Francisco, CA 94102

We will either recreate or recycle the material so you don’t have to.

REVEL 1660 Haight St San Francisco, CA 94102

The same upcycled leather from our jacket and skirt is used to create this functional backpack.

Pair our Logan skirt and Carson buttondown for an effortlessly chic ensemble.

Our Taylor Coat is one of our specialty pieces cut to perfection.

Girls can swap their skinnies for a more relaxed boyfriend style pant.

CONCLUSION Here at Revel we firmly believe in the philosophy that in order to have an impact on society you must first change your own habits. This is why we felt the urge to create this book as an educational tool about sustainable fashion.

Educating the consumer is an imperative component to helping you make better choices that have a less harmful impact on our community.

At the core of our business, Revel encourages you to take a closer look at what you consume, how much you consume, and what you do with these items. We hope this tool has helped you understand your purchases and your role as a conscious consumer. Our belief in the soul of each garment provides you with the means to outfit your everyday wardrobe with stylish staple pieces that you can wear again and again. Each piece was designed with sustainability in mind and meant to encourage better spending habits and more friendly means of caring for your items.

Ultimately we feel that our commitment to the slowfashion movement will have a great impact on the way you live your life. By being environmentally conscious and appreciating the resources that are discarded each day, we feel that we can revolutionize consumerism in todayâ&#x20AC;&#x2122;s world one-step at a time.

Appendix

CODE OF ETHICS Cherish Our World: We intend to go above and beyond to protect our world and deliver

excellent quality pieces. It is our utmost privilege to personally reduce apparel waste by reusing and repurposing already existing garments. We believe this is the passion that drives our business.

Appreciate: Every employee is rightfully compensated based on the minimum wage

requirements. The compensation will be allotted in a timely manner following the designated pay schedule. As an employee of Revel, we want to show our appreciation of your hard work, and will never hold pay as a disciplinary tactic.

Your time is respected: No employee will be wrongly forced to work under any form of

forced labor conditions. No employee will have to work outside of the designated hours. No employee is to work past 40 hours without being compensated for overtime pay. When you put extra in, you get extra out.

We Are Unique, and So Are You: There will be no discrimination based on gender,

race, religion, age, disability, sexual orientation, pregnancy, marital status, nationality, social or ethnic origin or any other status protected by country law. Revel has zero tolerance for any form of harassment: verbal, physical, or visual. Every associate is entitled to be treated with decency and respect. Bring forth your most positive attitude and enhance the workplace with your diversity.

Common Good for All: Revel employees must share the same passion for helping the

world and those in our own community as our company does.

We Want Your 100%: The use or possession of any illegal drugs, substance, or alcohol

inhibits our creative minds and is strictly prohibited in the workplace. Let us get to know the real you.

Protection is # 1: We strongly believe in the security of the information we collect about

our associates and our customers. We collect, use, disclose and otherwise manage our customer and associate information in unison with applicable law and our privacy policy.

MISSION & VISION Reinventing sustainable fashion through uniquely spirited pieces. We seek to reduce our global footprint by sourcing locally and restoring the product life cycle

revelutionized sustainability

VALUES HONESTY ACCOUNTABILITY CREATIVITY ENTHUSIASM EFFICIENCY INTEGRITY

HAPPINESS GROWTH COMMUNITY INTELLIGENCE HONOR UNIQUENESS

MARKET CHARACTERISTICS The global economy is largely impacted by the garment and textile industry. Encompassing clothing, textiles, footwear and luxury goods, it reached USD 3 trillion in turnover in 2011. As one of the world’s oldest industries, it is, in many cases, known for its neglectful environmental and social impacts. Bangladesh in particular has come under scrutiny in recent years since the Rana Plaza factory collapsed, killing nearly 1,200 garment workers. The industry is at a crossroads and the challenge at hand is to determine how to build sustainable supply chains where humane working conditions and environmental protection are woven into every brand’s DNA. The garment and textile industry has been a means for development in virtually all countries since it began in the Industrial Revolution in the United Kingdom 250 years ago. Apparel is also a forerunner of globalization, and it was one of the first industries to adopt a global dimension, incorporating developing countries into the supply chain. Today, the industry is undergoing profound change, both reflecting and driving the transformation of the global economy and society. Consumer demand for trend-driven merchandise has resulted in a much faster turnaround time of orders which are largely placed in supply chains around the world. However, accelerating product innovation cycles and offshoring orders highlights the inherent and intensifying sustainability challenges within the industry—shortening product life cycles and deteriorating quality standards.

The advent of fast fashion in the 1990s has led to the transformation of mass consumption and production patterns of apparel in the main apparel markets of Europe, North America and Japan. Every once in a while, arguments are voiced that consumers should shop less; however, evidence shows that consumption will not decelerate, absent a major war occurring.

In the US, the average consumer throws away 66 pounds of clothing every year, and our wardrobes hold several times the amount of clothing that our grandparents owned.

T H E D E M A N D S O F FA S T FA S H I O N The negative effects of fast fashion can be noted in the case of Irish retailer Primark. Driven by the desire to be the first to hold a new piece of affordable fashion in their hands, over 3,000 shoppers stormed the opening of a new Primark store on Oxford Street in London in April 2007 – injured staff, trampled shoppers, and stunned security guards emerged in their wake.

MARKET CHARACTERISTICS On the other hand, the success of several ethical clothing brands, such as Patagonia, is both a testament to the power of consumer demand and green credentials, as it is a reminder of what makes a niche different from the mainstream. Notwithstanding, sustainability considerations have begun to raise the stakes in the industry as well, mirroring a broader trend. After surveying 8,000 consumers in 16 markets, the public relations consulting firm Edelman found that interest in sustainability through consumerism continues to rise.61 Since 2008, 86 percent of consumers report that they believe companies should focus as much on social impact as they do on their core business responsibilities. But while many people express interest in buying sustainably, Deloitte found that only about 20 percent actually end up purchasing a sustainable product. The Deloitte study concludes that the disconnect between what people say they want in a product, and what they actually purchase, points to significant market growth potential in the LOHAS segment.62 Complicating the situation, many consumers are willing to consume more sustainably but not at a higher price.

S U P P LY C H A I N T R A N S PA R E N C Y After the long recession in the main consumer markets resulting from the 2008 financial crisis, the intensity of competition has increased: “survival of the fittest” is the name of the game. Supply chain rationalization is a way to stay competitive and it is changing the face of the industry. By “trimming the fat,” lead firms are increasingly confining their relationships to their most capable and reliable suppliers and are significantly reducing the size and scope of their supply chains. Simplicity is king.

Coinciding with supply chain rationalization and lean manufacturing, attention to sustainability and transparency in business is advancing along a broad front. Growing consumer demand for higher social and environmental standards across the board has increased the need for supply chain transparency in both the United States

MARKET CHARACTERISTICS and in Europe, affecting the textile and garment industry in the process. Beyond emerging consumer consciousness, environmental compliance requirements and social initiatives in apparel are moving center stage because of the work of advocacy groups and the role model effect of the more ambitious corporate social responsibility (CSR) programs of some companies, such as Nike or Patagonia. Important political efforts that change framework conditions are underway as well. At a local level, California Governor Arnold Schwarzenegger signed “The California Transparency in Supply Chains Act of 2010” into law on September 2010.

The legislation is intended to provide public information about the activities manufacturers engage in, and to monitor their supply chains to prevent human trafficking and slavery.

Disclosures allow businesses and consumers to make more informed decisions regarding the products they choose to purchase and the companies with whom they choose to conduct business.

Transformation efforts are also underway at the industry level. For example, the Sustainable Apparel Coalition (SAC) is an industry-wide group of over 100 leading apparel and footwear brands, retailers, suppliers, nonprofits, and NGOs working to reduce the environmental (and social) impacts of apparel and footwear products around the world. The coalition’s ambitions are high and the tools at the disposal of its members are very useful for creating transparency around product design and production decisions, especially in terms of their environmental impact.

CHANGES TO RESOURCE PRODUCTIVITY Economic progress over the past three hundred years has been driven by a linear logic: economic growth largely as a function of one-time use of additional factors of production.

This model served humanity well until the mid-twentieth century, when the finite nature of resources and the impact of human activity on the planet came to the forefront. Looking ahead, estimates indicate that from 2010 to 2025, food caloric consumption could increase by 24 percent, food spending by 57 percent, packaging by 47 percent, and end-of-life materials by 41 percent. One can only imagine what this trajectory means under the current population growth scenario of 9 billion by 2050. In response to growing resource constraints, production in a variety of industries is now gradually shifting to a circular model, from cradle to cradle instead of cradle to grave. This means that attention is increasingly focusing on the total

MARKET CHARACTERISTICS resource productivity of the factors of production through materials, product and process innovation, and the avoidance of unnecessary waste (i.e. in packaging, as well as the reuse of waste and extension of the product lifespan). In apparel, the current industry model is similarly structured so that raw materials are utilized to manufacture goods that are then sold, used, and discarded as waste. The advent of fast fashion has led to even greater use of resources through apparel value chains. Researchers argue that fast moving consumer goods industries, including fashion, will move from the current model where 80 percent of consumer goods are not recovered (and 18 percent recovered for decomposition, and 2 percent for reuse) to a model where non-recovery drops to 50 percent in the near future. In this view, the shift to a circular economy results in a USD 595-705 billion cost savings opportunity, of which 10 percent is in clothing.

C H E M I C A L I M PA C T The apparel supply chain is very resource intensive. This also applies to the use of chemical inputs. According to Greenpeace, approximately 25 percent of globally manufactured chemicals are used in the textile and garment industry. Between 100 and 1,000 grams of chemicals are used to produce 1 kilogram of fabric. Many of these chemicals have adverse effects on human beings. Exposure to chemical substances in textile products may result in considerable negative health outcomes, which range from acute poisoning to long-term consequences such as cancer. Accordingly, a next generation strategy for engineering sustainable apparel supply chains must take into consideration the impact of the use of chemicals and their contribution to worker health and safety objectives, consumers, and the environment in general.

The value creation logic of the industry after the advent of fast fashion is important to understand when seeking to upgrade environmental performance and worker health and safety. The short timeframe inherent to producing fast fashion (i.e. only about 14 days for a fast fashion retailer such as Inditex/Zara) means that there is no time to systematically test the end product. Researchers found that the residue of a variety of hazardous chemicals was present in clothing made by 20 global fashion brands. In addition, not all chemicals that are used during the manufacturing process leave traces on the end product that is shipped, despite their having a substantial impact on the environment through water discharge at the production site.

SOURCING F A B M O

F A B R I C

San Francisco, CA FabMo is an all-volunteer, donor supported organization that diverts beautiful designer materials (more than 50 tons in 2012) from their otherwise destination, the landfill, and makes them available for creative reuse by anyone interested. As a result, FabMo saved 5 tons of clothing from ending up in landfills in 2012. FabMo is open 3 days out of the month by prearranged visits. They collect a truckload of materials each week and hold a 3-day â&#x20AC;&#x153;Selection Eventâ&#x20AC;? each month at their Mountain View warehouse. Otherwise a landfill problem just becomes a storage problem. What comes in as surplus must go out with purpose for our effort to be. FabMo conducts workshops and other events to foster the creative process and pass along useful creative re-use skills.

Average Price: Donation Based (donations are fed back into the community): Based on

the price of fabric at most surplus stores we would donate and average of $2.50 per yard of fabric ($1-2 for cottons, $3-4 for leathers and wools).

Cost vs. Retail: The average initial cost of a garmnet created from FabMo material would range from $3-$10. After adding any additional trim, reworking garment, laundering and any other finishes, shipping, payroll, and all other expenses, the average cost of a garment (originating from FabMo) would cost $85.

H A L F

P R I C E

S U R P L U S

San Antonio, TX Half Price Surplius (HPS) is a family owned business which sells surplus thread, buttons, trims, and fabric. Most often the materials will come from stores or factories that have closed down recently so limited quantities are on hand. HPS is garanteed to save at least 50% of all fabric. There is also new and gently used clothing for sale on the site.

Average Price: Average of $4.00 a yard. Average of a penny per trim piece.

Cost vs. Retail: The average initial cost of a garment created from HPS materials would

SOURCING range from $5. After adding any additional trim, reworking garment, laundering and any other finishes, shipping, payroll, and all other expenses, the average cost of a garment (originating from HPS) would cost $85.

T H R I F T

T O W N

San Francisco, CA Voted best thrift in San Francisco, Thrift Town has a huge selection of clothes with new shipments everyday. Thrift Town purchases all of its merchandise from several local nonprofit organizations. The money they raise from selling them their recycled goods enables these local nonprofit organizations to provide much needed programs and services to people in the community. Thrift Town helps to divert over 40 million pounds of clothing from local landfills each year. Its VIP program and Super Shopper Card holders get exclusive deals.

Average Price: Bottoms range from $1.99-3.99; Tops range from $.99-2.99; Dresses range from $2.99-6.99; Accessories range from $.99-2.99

Cost vs. Retail: The average initial cost of a garment created from Thrift Town would be

$5. After adding any additional trim, reworking garment, laundering and any other finishes, shipping, payroll, and all other expenses, the average cost of a garment (originating from Thrift Town) would cost $100.

M I S S I O N

T H R I F T

San Francisco, CA Mission Thrift is stocked with vintage 80’s clothing and incredibly unique pieces. The store specializes in apparel and runs the gamut from little black dresses to fuzzy coats. Mission Thrift has a good selection of moderately priced vintage clothing that’s well organized by era making it easy for Revel to find just what we need. As our most expensive source, we use Mission Thrifts for our specialty pieces.

Average Price: Between gowns, jackets, shirts, pants, etc… the average price of a Mission

Thrift garment is about $16.

SOURCING Cost vs. Retail: Average cost of initial buy- $16. After production costs (reworking garment,

laundering, any other finishes) shipping, payroll, and all other expenses, the average retail of the final product (orginating from Mission Thrifts) would be around $150.

C O M M U N I T Y

T H R I F T

San Francisco, CA Community Thrift is a non-profit organization which aims to help local charities and includes over 200 non-profit organizations/parnters. All partners must be a project of, or registered with, the IRS as a 501-(c)(3). Supporters of these charities donate second hand items to Community Thrift. They specify the charity they would like the items to benefit at the time of donation. The store then sells the items and distributes the funds on a quarterly basis minus operation costs. Community Thrift is staffed with a combination of employees, volunteers and community service workers. The first and third Monday of each month is 50% off everything.

Average Price: The average cost of garments ranges greatly ($2-$20 depending on garment).

Cost vs. Retail: The average initial cost of a garment created from Community Thrift would

be $10. After adding any additional trim, reworking garment, laundering and any other finishes, shipping, payroll, and all other expenses, the average cost of a garment (originating from Thrift Town) would be $100.

OVERALL EFFECT The majority of our sources give back either a large portion or all of their profits to local charities which fits perfectly in line with our values of community and integrity. At first glance the markup on these garments seem very high, however the greatest amount of our cost comes from the production costs of the designers re-working each piece, as well as paying the employee fair wages. We want to provide great quality pieces in ethical way while also not marking up our garment at extreme rates. Our environmental effect is what we take the most pride in. Instead of producing more waste by manufacturing new goods from raw materials we are saving tons of clothes from landfils. Thereby reducing the apparel industryâ&#x20AC;&#x2122;s footprint, not expanding it.

M AT E R I A L S

100% Cotton

75% Cotton 25% Wool

75% Cotton 25% Wool

100% Cotton

100% Leather Lining 100% Rayon

75% Wool 25% Rayon Lining 100% Rayon

100% Leather Lining 100% Rayon

100% Rayon

98% Cotton 2% Elastane

98% Cotton 2% Elastane

PRICE POINTS

Garment

Production

Origins

Colorway

Source

Materials $ Labor

Cardigan

Altered/Slight Adjustments

Oversized Sweater

Maroon, tan, navy

Thrift Town

$4.00 (Cost of garment)

$

7.50 $ 11.50 $

25.00 $

50.00

77%

Sweater

Altered/Slight Adjustments

Sweater with higher neckline

Thrift Town

$4.00 (Cost of garment)

$

7.50 $ 11.50 $

30.00 $

60.00

81%

Jean

Altered/Slight Adjustments

Community $10.00 (Cost $ 11.25 $ 21.25 $ Thrift of garment)

37.50 $

75.00

72%

Maxi Dress

Altered/Slight Adjustments

Mission Thrifts

Tee Shirt

From Scratch

Maroon, tan, navy Different Distressed Skinny washes or Jeans and Scraps different from Leather Tote leather Navy, maroon, Vintage Dress black

White,gray, Half-price black stripes Surplus Navypatterned, Half-price denim, Surplus white Khaki, blue Fab-mo denim, gray

Shirt

From Scratch

Pant

From Scratch

Coat

From Scratch

Navy, camel Fab-mo

Skirt

From Scratch

Black

Fab-mo

Jacket

From Scratch

Black

Fab-mo

Overall Imapact In 2012 the average American spent about $1,750 a year on apparel and related products (or 68 garments and 7 pairs of shoes). After shaving the price of shoes that is about $1,500.

Our entire line costs $965. This is a $535 savings (If taking into account that the line is androgynous and both a man and woman can wear it, it could be up to a $1,070 savings a year for a household)

Total $

Wholesale Retail

Margin %

$16.00 (Cost $ of garment)

7.50 $ 23.50 $

37.50 $

75.00

69%

$3.00 ($3/yard)

$

4.50 $

7.50 $

17.50 $

35.00

79%

$4.50 ($3/yard)

$ 22.50 $ 27.00 $

35.00 $

70.00

61%

$ 22.50 $ 28.50 $

47.50 $

95.00

70%

$ 45.00 $ 60.00 $

75.00 $ 150.00

60%

$

75.00 $ 150.00

90%

$ 45.00 $ 60.00 $ 100.00 $ 200.00

70%

$ 18.08

73%

$6.00 ($3/yard) $15.00 ($5/yard) $7.50 ($5/yard) $15.00 ($5/yard)

7.50 $ 15.00 $

$ 26.58 $

48.00 $

96.00

Though fewer pieces will be purchased, they will last longer and go further in a wardrobe. From an environmental perspective that's 58 fewer garments a year. If everyone in America adopted this buying pattern it would reduce America's apparel consumption by over 18 trillion garments a year (85%).

FUTURE OUTLOOK One of the biggest questions on the fashion industry’s mind is how long lasting this trend toward sustainability and exactly which changes will be embraced and integrated toward mass-market. Is sustainable fashion a novelty and only successful for specialty retailers?

As the idea of sustainability is further studied in relation to the consumer and technology it becomes apparent that striving for a more ethically and environmentally sound fashion industry will be a continuing trend.

More and more consumers are becoming aware of the effects that the current fashion industry has on society and the environment. For example, by 2025, “1.8 billion people are expected to be living in countries or regions with absolute water scarcity” (Forum For the Future, 2010). The supply of raw materials like cotton in particular is likely to become increasingly controlled as water gradually becomes less available. Over the next 15 years population growth will increase insurmountably “with global population growing from 6.9 billion to reach 8.1 billion by 2025” (Forum for the Future, 2010). In order to sustain this growing population, the use of land and resources will need to become much more efficient. These issues will be prevalent with the increased use of social media possibly resulting in stricter legislation on water use and waste treatment in manufacturing. “Forecasts [also] suggest that global demands for energy . . . will grow rapidly. The International Energy Agency estimates that based on current trends, energy needs might be over 40% higher in 2030 than today” (Forum For the Future, 2010).

As the millennial generation continues to integrate themselves into the workforce and become a bigger percentage of consumers, the fashion industry and the manufacturing sector will see sustainability not as a fringe concern, but instrumental to virtually all concerns on a global scale. The exploration into sustainable fashion has come with more support from the zeitgeist and the increasing number of incidents that are made aware to the general public. There will be continued public discourse and increased outcry for change as these incidents remind the consumer that there is a need for cooperation and action on both a global and local scale.

Even with the many companies that have implemented changes to their code of conduct and taken a more active role in corporate responsibility, there is still an alarming number of concerns that have yet to be addressed by many mass-market producers. As sustainability continues to be on the minds of millions of consumers there will be a need for environmental improvement through the design process, laundry services, and the user-product interaction

FUTURE OUTLOOK of both the use and disposal of a garment. (Tham, 2011) Smaller businesses, researchers, designers, and manufacturers are the ones who are mainly championing the fight for sustainable fashion today, but there will be a rise in the number clothing. of bigger apparel industries who see sustainability as a main concern as the years go on. Already we have seen the likes of Nike and Levis who have risen to the challenge. The continued number of companies researching new ways to develop new manufacturing techniques and new ways to extend the life-line of a product will increase the discourse and inspire new alternative strategies for sustainability. There is a trend toward initiatives focusing on the reuse of existing materials and products. Such initiatives include access to textile banks as well as vintage and second-hand products.

The future of the fashion industry cannot be certain but based on several key indicators in the industry there are a few scenarios that businesses should be made aware of. The Forum For the Future developed four scenarios based on trends they saw in consumer behavior in the hopes businesses within the industry will rise to the challenge of the future and become sustainable. It is also a tool for pioneering companies to develop business models, products and services that will thrive in a sustainable future.

S C E N A R I O 1 : S L O W I S B E A U T I F U L - The world is moralistic, low-carbon, tightly regulated with sustainable lifestyles and mindsets.

- Most consumers are prepared to pay more for a smaller number if high-quality sustainable clothing items.

- Fabrics are durable, organic, and made from natural fibers.

- Clothing is hand-crafted, vintage, second-hand and integrated with technology.

- Clothes are bought from smaller retailers online or swapped with friends.

- Clothes are made in different regions around the world depending on manufacturing specialties. Many areas have big refurbished clothing industries.

FUTURE OUTLOOK - Consumers care for clothes without using harmful chemicals. Clothes last longer and are washed less at low temperatures.

- When clothes have reached the end of their lifecycle they are taken back to where they were bought to be shipped and remanufactured elsewhere.

- The industry is sustainable through labeling and digital tagging ensuring that consumers know exactly where their clothes have come from and their impact.

- Successful fashion businesses are radically transparent: the most sustainable and best value.

S C E N A R I O 2 : C O M M U N I T Y C O U T U R E - The world is struggling to cope with the impacts of climate change and resource shortages - The fabrics we wear are second-hand clothing. Fabrics are community-grown hemp and only the rich can afford new clothes made from expensive synthetics or raw materials.

- Clothes are bought at vibrant second-hand markets with tailors and stylists on hand, in retail stores with extra security, on the black market or from clothing libraries.

- Clothes are made at home or in community-run recycling centers linked to local, hyperefficient factories.

- Community laundries are used to care for clothes, which will use limited water.

- When clothes have reached the end of their lifecycle consumers sell them back for reuse.

- The industry is sustainable through second-hand clothing becoming a valuable resource and nothing is disposed of.

S C E N A R I O 3 : T E C H N O C H I C - The world is healthy, wealthy and ultra-high-tech. Materialism is out of favor and the aim is â&#x20AC;&#x2DC;lightweight livingâ&#x20AC;&#x2122;.

FUTURE OUTLOOK - Fashion is fast-paced, low-carbon and cheap.

- The fabrics are made from new high-tech, low-impact fibers, biodegradable, non-toxic spray-on clothing.

- Clothes are bought using 3D body scanners that allow people to ‘try on’ clothes in virtual mirrors and on interactive screens.

- Clothes are made by machines not people. Sharp declines in the use of labor create pockets of crippling unemployment. Basic clothing is manufactured in overseas and delivered to stores to be customized to consumer demand.

- Consumers use high-tech, personalized clothing valet services to clean clothes. New technologies in fabric coatings reduce the need for washing - When clothes reach the end of the lifecycle they are composted, disassembled, remanufactured or reused according to design.

- The industry is sustainable through financially viable low-carbon, low-impact production.

Technology delivers sustainable solutions but some can’t keep up with the fast pace.

- Successful fashion businesses are consumer-obsessed: finding creative ways to keep their customers loyal and anticipating demand to avoid waste.

S C E N A R I O 4 : PAT C H W O R K P L A N E T - The world is broken into cultural blocks with unequal economic performance. Asia is the economic and cultural powerhouse and, there is conflict over scarce resources.

- Fashion is strongly influenced by regional trends and celebs and highly personalized.

- Fabrics are made locally for local manufacture: bamboo in Asia, Wool in Australia, Flax in India. There are also smart nano-tech materials but the choice of colors is limited to save water and energy in dyeing.

- Clothes are made in regional factories – short supply chains mean clothes reach consumers quickly.

- Clothes are cared for depending on region. Some regions have developed waterless washing machines, others use coatings to limit need for washing.

FUTURE OUTLOOK - When the clothes have reached the end of their life cycle they are (often illegally) dumped.

- The industry is sustainable through a variety of locally appropriate strategies.

- Sustainability intelligence is guarded from other regions so progress is slow and the world is struggling to cope with mounting social tensions and environmental constraints.

- Successful fashion businesses are regarded as national heroes: companies with strong local heritage do best.

COMPETITORS original X tomboy Louisville, KY The Original Tomboy label is largely inspired by the founder’s Kentucky heritage and growing up a tomboy; drawing inspiration from everything including Mason jars, steamboats, and moonshine to express her southern roots. The style is a mixture of vintage charm & a modern aesthetic. Everything is based on menswear, fit for both men and women.

The collection is made in the USA, most of Original Tomboy tees are too. Of their non-collection items, about 30% are made in factories outside the U.S. Prices range from $35 - $150.

V E E R

N Y C

N e w Yo r k , N Y Veer NYC makes “women’s androgynous fashion.” They celebrates all who bring style and personality to their clothing. Their brand prides itself in representing a culture and destination for women who take risks, define their own journeys, and aren’t afraid to make fashion work for themselves. At Veer NYC you’ll find gender-neutral styles ranging from $50 - $260.

COMPETITORS androgyny San Francisco, CA Androgyny is a revolutionary clothing brand designing for the sensibilities of androgynous women, who have fit and style preferences that are rarely met by mainstream brands. They embrace the clean lines and sharp aesthetic that define traditional menswear, carefully tailoring and reengineering them to fit the female form. Androgynyâ&#x20AC;&#x2122;s hand-crafted button down shirts are made in the heart of San Francisco and are priced at $125 a pop.

W I L D FA N G Portland, OR The founders of Wildfang are modern-day female Robin Hoods, raiding menâ&#x20AC;&#x2122;s closets and dispensing the styles they love through a single destination. From wingtips and blazers to exclusive content and inspiration, Wildfang aims to bring out the best in you by serving both your tomboy fashion sense and your tomboy spirit, 24/7/365. Prices range from $28 - $168.

CUSTOMER LIFESTYLE The existing selected target market for Revel includes male and females roughly around the ages of 20-29, with the biggest representation of 70% from the 20-25 years olds. As members of generation Y, the target market as a group shares concerns about education, poverty, environment, health and diseases, and many other issues plaguing the world (Jayson). This group of individuals generally makes their decisions based on how they may affect the world around them. With this being said, it is reported that 70% of men and women are somewhat concerned about recycling the clothing they once utilized. It is important that once a product has reached the end of the life cycle that it is either repurposed or given away.

The majority of this target market (42%) shops 2-3 times a year buying 2-3 articles of clothing, with 34% purchasing 3-5 articles of clothing per shopping trip. 65.31% of the survey group follows the care instructions the garments come with while 44.90% actually wash all their clothes together regardless of color or care instructions. 44% of this group also washes a load of clothes after a few wears, while another 44% will either wash once the item is soiled or begins to pile up. The target market seems to make these basic wash decisions based on convenience rather than how it will affect others around them.

The selected target market disposes of their garments in the form of giving. Nearly 87% of the target market gives primarily through second hand stores. The practice of giving away clothes has also been implemented through close friends and family members. This target market may have a personal attachment to clothes and therefore when clothes become old they either allow the clothing to sit in their closets or allow them to be used by someone else.

This constant practice of clothing attachment proves to surpass clothingâ&#x20AC;&#x2122;s initial use as a protective layer from the elements.

CUSTOMER LIFESTYLE Age AGE Ageof ofparticipants participants

OF PARTICIPANTS

15-19 years old 15-19 years old 20-25 years old 20-25 years old 30 years and over 30 years and over

Out of the surveyed participants, 37 or 71.15% were between the ages of 20 to Out of the surveyed participants, 37 or 71.15% were between the ages of 20 to 25 years old. The second largest group with 12 participants, fell in the 30 years of 25 years old. The second largest group with 12 participants, fell in the 30 years of over category, which represented 23.08% of the whole group. Only 3 participants or over category, which represented 23.08% of the whole group. Only 3 participants or 5.77% were between the ages of 15-19 years old.

5.77% were between the ages of 15-19 years old.

Recycling Recycling

RECYCLING

Not Concerned Not Concerned Barely Concerned Barely Concerned Very Concerned Very Concerned Fairly Concerned Fairly Concerned

Approximately 69% of surveyed participants were fairly concerned about reApproximately 69% of surveyed participants were fairly concerned about recycling in general. Over 15% were very concerned about recycling while another 12% cycling in general. Over 15% were very concerned about recycling while another 12% said they were barely concerned about recycling. The remaining 4% of participants said they were barely concerned about recycling. The remaining 4% of participants said they were not concerned at all with the issue of recycling. said they were not concerned at all with the issue of recycling.

CUSTOMER LIFESTYLE SHOPPING Shopping Frequency

FREQUENCY

2-3 2-3 times times aa year year Once Once aa year year Once Once aa month month Few Few times times aa year year

The The majority majority of of the the group group shopped shopped 22 to to 33 times times aa year year representing representing about about 41%.

41%.

The The participants participants that that shopped shopped aa few few times times aa year year was was calculated calculated to to be be about about 31% 31% of of the the group. group. Consumers Consumers who who only only went went hopping hopping once once aa month month represented represented about about 25.5%.

25.5%.

Out Out of of the the surveyed surveyed participants, participants, only only 33 or or about about 6% 6% shopped shopped once once aa year. year. There There was was one one unrecorded unrecorded participant participant that that did did not not fall fall under under the the four four given given categories. categories. This This Participant Participant shopped shopped 55 to to 66 times times aa year. year.

Items purchased per shopping trip ITEMS PURCHA SED PER SHOPPING

TRIP

1-2 1-2 garments garments 3-5 3-5 garments garments 6-9 garments garments 6-9

The majority majority of of surveyed surveyed individuals individuals only only purchased purchased 11 to to 22 items items each each shopshopThe ping trip, trip, representing representing 59.62%.

59.62%. The The next next largest largest group group representing representing 36.54%, 36.54%, purpurping chased 33 to to 55 garments garments during during their their usual usual shopping shopping trips. trips. The The smallest smallest percentage percentage of of chased surveyed individuals individuals purchased purchased 66 tt 99 garments garments for for each each shopping shopping trip, trip, this this selection selection surveyed of people people accounted accounted for for 3.85% 3.85% of of the the whole whole group. group. of

CUSTOMER LIFESTYLE

Washing Schedule Washing ScheduleWASH ING SCHEDULE

When a stench appears Whenaafew stench After wears appears

pile of AfterAfter a fewawears clothes appears After pilewear of Afteraone clothes appears After one wear

Participants that washed their clothing after a few wears represented 44.23% of the group. The next largest group of 30.77% were participants that waited to wash their clothing until a pile started accumulate. participants or 44.23% 26.92% of washed Participants that washed theirtoclothing after Fourteen a few wears represented the their clothing only one wear.

The were remaining participants washed group.

The next after largest group of 30.77% participants that waited to their washclothing their if a stain or stench was present. clothing until a pile started to accumulate. Fourteen participants or 26.92% washed their clothing after only one wear. The remaining participants washed their clothing if a stain or stench was present.

Washing Method Washing Method

WASHING METHOD

Follow care instructions Followall care Wash clothes instructions together Wash all clothes together

Although four options were given, the group only fell under two categories.

66% of participants washed their clothing according the care instructions stated on the care labels.four The options remaining of participants washed their two clothing in one sinAlthough were34% given, the group only fell under categories. gle of load regardlesswashed of color,their fabric, or careaccording instructions.

66% participants clothing the care instructions stated on the care labels. The remaining 34% of participants washed their clothing in one single load regardless of color, fabric, or care instructions.

CUSTOMER LIFESTYLE

Donate to second hand

Re-purpose

Hand down to family/friends

Leave in closet

Throw away Trade with friends

In regards to disposing of old clothing, The majority of the Participants donated them to a second hand/thrift store, while about 15% re-purposed their clothing.

About 8% of participants simply throw away old clothing. Less than 20% hand down their clothing to family members or friends. The remaining participants either leave old clothing in their closet or trade garments with a friend.

M E E T B R O O K LY N 29 years of age Loves innovation and expressing individuality through style Lives in Portland, OR Sourcing Specialist at NIKE Earns $74,000 annually Enjoys sailing, hiking the trails on Mount Hood, and visiting the dog park with her greyhound

I N N O V A T O R Innovators are confident, prosperous, and cultured leaders in all aspects of their lives.

Ground-breaking ideas and technologies have high appeal with Innovators, and they are the most receptive to new-age thinking. Innovators have expendable budgets and are extremely active consumers who purchase a wide variety of products that display their sophisticated taste for the finer things in life. They hold image in high regard and are interested in revealing their individuality, multi-faceted personalities, and taste level to their peers.

MEET CLINT 26 years of age Loves nature and evironementally friendly practices Lives in Asheville, NC Runs family brewery Earns $50,000 annually Enjoys attending concerts at the Orange Peel, rock climbing, and being with family

T H I N K E R Thinkers are mature, reflective individuals who value order, knowledge, and responsibility.

Thinkers are motivated by ideals and tend to be well educated in their decision-making processes. Thinkers have a moderate respect for institutions of authority and social decorum but are open to new ideas. While their incomes may be expendable, they are conservative, practical consumers who seek durability, functionality, and value in their purchases. Thinkers are well-informed about worldly events and are alert to opportunities to broaden their knowledge.

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