Key considerations when launching a sustainable fashion brand

As we’ve seen, there are many examples of fashion labels with sustainability at their core that have become household names.

Obviously, there are no guarantees when it comes to whether a business will flourish or flounder, but here are some tips to boost your chances of succeeding:

1. Define your intentions, as well as the nature of your product, and budget accordingly

Ethical clothing tends to be produced in smaller batches, which can also add to production costs. There’s also the competition of cheaper prices from fast-fashion brands.

If you’re thinking about starting a business based on re-selling items you’ve bought, you’ll not only have to commit time to scouring charity shops and boot sales, but you’ll also need some know-how about what you buy and how much you can resell it for.

Charity shops are becoming increasingly savvy about labels and their worth and it’s unlikely that you’ll be able to pick up a Chanel handbag for a fiver. Even so, there are significant mark-ups to be made when you re-sell, even if what you’ve paid in store doesn’t necessarily correspond to what you might think of as charity shop prices.

2. If setting up an online store, search for the platform with the lowest seller fees

The pandemic, with its physical store closures and reliance upon online retail, has also boosted the sustainability trend: marketplaces such as Etsy, purporting to support small-scale artisans and makers, reported that the total value of goods purchased on the platform in 2021 was over $10 billion.

However, it’s worth noting that platforms like Etsty, which people turn to for recycled, upcycled, vintage or handcrafted items,  involve fees that can impact the seller’s profits – especially once the time spent photographing and writing a description of the item/s is considered. For more information, read our guide to the ecommerce marketplaces for seller fees.

3. Market your brand using social media platforms, collaborations, competitions and – depending on budget – PR.

Social media is invaluable when building any brand. But while you can sell items on Instagram, you shouldn’t just be using Instagram to showcase your finished product. Show your brand story, not your product line, to help the customer buy into the story as well as the item.

Documenting the process of upcycling or recycling for followers helps to bring the garment to life for them. You might even be able to get pre-orders while still in the designing stage.

4. Make your credentials as much a part of your brand’s appeal and marketability as your products

These days, customers don’t just want to see that you’re incorporating sustainable practices into your business. They want you to go the extra mile, whether that’s donating a proportion of your business profits to a relevant charity, or pledging to be 100% carbon neutral by 2028.

Be sure to apply for any and all relevant credentials, too – whether Bluesign, BCorp, Fair Wear – and avoid greenwashing (deceptive use of marketing to position your business as more sustainable than it is).

Research what matters to your customers, so you can position your company and its strategies in the most appealing way. For example, research may reveal that carbon-neutrality is a key concern for your audience. You can then refine certain pillars of your messaging strategy.