A Bold Evolution in Sustainable Apparel
This new startup is working to change the way we think about sustainable fashion.
The apparel industry is the cause of a big chunk of the annual environmental damage done to the planet. About 10% of global carbon emissions come from the apparel industry, and 20% of industrial water pollution. 11 million tons of clothing is tossed into landfill every year — in the US along. It’s a huge problem.
Making the problem even worse has been the trend toward “fast fashion” — the notion of rapidly producing high volumes of clothing using trend replication and low-quality materials in order to bring inexpensive styles to the public. Fast fashion emphasizes economics over longevity of product, volume over inclusive sizing, and supply chain velocity over sustainability.
Anastasia MacEwen, an entrepreneur in NYC, is determined to do her part to help solve this problem, top to bottom. She is launching a new fashion line called Bold The Evolution, producing quality clothes that are made of recycled materials. Clothes that are also recyclable themselves.
This notion of a “circular economy” is a crucial part of how we will (hopefully) eventually create a sustainable way to inhabit the planet. Making stuff from recycled materials is good, but if that stuff just eventually ends up in landfill then we’re only halfway there. Making stuff that gets reused, repurposed, and eventually recycled itself creates the virtuous circle we need to be working toward.
Anastasia is starting with small batches of clothing, periodically released, that customers can eventually and easily send back to be recycled. Her products will be offered in inclusive sizing, with fun designs and colors that represent the passion Generation Z has for making positive social impact. Anastasia’s goal (as you might be able to guess from the company name, Bold The Evolution) is to create an apparel line with bold style and a brand strongly associated with environmental responsibility and positive change. Her target customer is one who wants to proudly wear products that make a bold statement about values and sustainability.
Bringing a new fashion line to market is not an easy task. But by using a direct-to-consumer model and digital brand-building, I predict that Anastasia’s startup will succeed. Because the planet needs us to solve the enormous problems caused by our legacy models of fashion production and distribution.
