We are all too familiar with the term “sustainable fashion,” and with climate change being a huge concern for communities all across the world, it’s no surprise that brands are using this social issue as a marketing tactic, either to spread awareness or playing on the anxieties and consciences of consumers.
According to Harvard Business Review, many companies are completely unaware of how and with what materials their products are created within the supply chain, despite their claims of sustainable practices, also known as “greenwashing.” This lack of transparency means the fashion industry’s carbon impact is hard to pinpoint, but it is estimated to range anywhere from 4% (McKinsey and the Global Fashion Agenda) to 10% (U.N.) of overall global carbon emissions.
However, not all companies are using sustainability as a way to sell more product. Some brands, like UK-based sustainable clothing brand Lucy & Yak, were founded with responsible and ethical practices at the heart of their mission.
Connecting with customers through authenticity, passion, and purpose
When Lucy Greenwood founded Lucy & Yak in 2017, she had no idea her brand would eventually be named one of the Sunday Times top 100 fastest-growing UK companies.
Despite choosing to study fashion at university, Greenwood says her true passion always lay in traveling the world, and fashion was the perfect vehicle to do so. But after taking a university class about ethics in fashion and learning about widespread issues in the industry, like sweatshops, she was shocked by this discovery and immediately knew she wanted to make a difference.
So, Greenwood began her journey selling vintage clothing on the popular resale website Depop, and after growing to a community with about 18,000 followers, she decided to take things to the next level by launching the brand. Without even developing a logo, Lucy & Yak started by releasing 30 pairs of dungarees.
Greenwood believes her success stems from a place of authenticity and passion.
“Do you know what I think the main thing is? Being authentic. I think finding something that you love and doing it because you love it. Don’t get me wrong, I’m sure there’s a lot of people that have made themselves very rich out of pursuing the money, but I think for something to be really enjoyable… you have to be coming from a place of authenticity and embody what your brand or business is and genuinely be passionate about it.”
Building a strong community
From its humble beginnings on Depop, Lucy & Yak quickly developed a huge community online with a strong, loyal customer base. Now, the up-and-coming sustainable fashion brand has a Facebook group of over 30,000 members with no signs of slowing down.
“I think one thing that we’ve always done as a business is really listen to what our customers are telling us… it [is] amazing how many emails and messages we get from customers saying how much the brand’s changed their lives, that they didn’t feel like there was a brand out there that was for them,” Greenwood says. “Now they feel like there is and it’s clothing that has made them feel like themselves for the first time ever.”
However, as a brand continues to grow at a rapid pace, it can become more challenging to keep that strong sense of community and listen to your customers.
“Sometimes I think we’ve listened too much… and it’s been the wrong decision for the wider community, but I think that’s all right. I think what we’ve always realized is, as a business as well, is that it’s fine to get it wrong. It’s fine to make mistakes. I think that’s the thing with a strong community.”
Greenwood believes transparency and communication are the key to maintaining a strong sense of community within your customer base, despite how much the business grows and progresses overtime.
Challenges of scaling a purpose led brand
Just like a sense of community, it can be easy for a brand to lose sight of its purpose as it scales over time. With profit margins becoming more of a concern and conflicting internal interests on the rise, growing businesses often fall into the trap of sacrificing their true purpose or spreading themselves too thin.
But, Greenwood says the root of her company’s success has been its ability to focus on their one true mission: creating ethical and sustainable clothing that their customers love.
“I think one thing I actually would advise anybody starting a business is to really know what your values are from the start and define them clearly.”
Moving towards a truly more sustainable future
Greenwood and her team are constantly looking for new ways to expand the business while creating more opportunities for ethical and sustainable practices.
The introduction of the Re-Yak initiative, a buyback scheme for recycling and reselling pre-loved items, marks the brand’s next step in its sustainability journey.
Additionally, the company has plans for expansion into the US and the exploration of mobile stores, demonstrating an ambition to reach new audiences while staying true to its ethical roots.
Lucy & Yak does not limit itself to sustainability initiatives. Earlier this year, the brand launched its “Baring All” campaign to protest breast and chest censorship with £1.50 of each product in the collection sold going to Coppa Feel — a charity focused on breast cancer awareness.
While some brands are using the “sustainable” label to make more profit, Lucy & Yak continues to find new ways to make a difference in the fashion industry as well as its customer’s lives. As Lucy & Yak continue to grow, its commitment to community, sustainability, and staying true to its values promises to inspire change in the fashion industry and beyond.
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