The outbreak of the Covid-19 pandemic has thrown businesses around the world into a period of unprecedented uncertainty. As we learn more about the situation, current trends suggest that the virus has encouraged a renewed awareness of the importance of environmental sustainability and air pollution to our health and welfare. But how can we bring this new awareness into business? In the latest in our series of remote interviews, we catch up with Dublin-based fashion designer Jennifer Rothwell to talk about sustainability and branding in fashion.

Born in New York and raised in Ireland, Jennifer has her current base of operations in Dublin, the country’s bustling cosmopolitan capital. She returned to the Big Apple after completing her education, working in fashion in some of the city’s most exciting and well-established creative environments.

She then returned to Dublin to establish her own fashion brand – a real symbol of progress when she remembers her earliest moments of creativity, scribbling pictures of roses into childhood drawing pads. Jennifer’s arrival to her home country coincided with the Celtic Tiger boom and the historic recession which followed.

The Path Less Travelled

But how did Jennifer reach the point of launching her own fashion brand? The designer recalls observing her friends, who flocked to complete secretarial courses and enter banking careers. “I wanted something a little bit different – something that wasn’t just your 9-5 job. I wanted something where I could dress as I pleased – I suppose a lot of people would simply call it refusing to grow up!” she laughs.

This was despite the career advice given to her by her school, who insisted that she wouldn’t succeed in fashion. Jennifer looks back on those days with a smile.

Launching her own line of clothing did come with some challenges. Indeed, looking outside of Ireland in order to grow the business has certainly been one of them. “I’m really looking outside of Ireland, and I think you have to do that. Unless you’re doing huge quantities at low prices, you won’t have that level of success.

I hope that attitudes are changing towards fashion, so they buy less garments, but the garments they do buy are higher quality,” she explains. The topic of buying less garments has become increasingly prominent over recent years, as the impact of the fashion industry on climate change becomes more and more obvious. 

Part of the solution to this issue is by producing garments that are high-quality, beautiful and most importantly: memorable. Jennifer strives to achieve this by using her creations to promote Irish heritage and culture – a culture that is brimming with colour, patterns and intricate fine lines. “Irish people in Ireland don’t often appreciate this.

Things like the Book of Kells reproduced look tacky. So, I thought I’d do my own by looking at inspirations from the Book of Kells and the General Post Office in the Easter Rising of 1916. Looking at amazing things about Ireland and doing my own interpretation of those through fashion – that’s what I do.” 

Sustainable Fashion: A Philosophy

Sustainability is at the core of Jennifer’s approach to fashion design, and she largely abides by this by keeping waste to an absolute minimum. She highlights a recent example of a customer who approached her around making face masks that offered protection with style. “The debate on face masks is still out, and it had been years since I’d revisited a sewing machine. But I decided to go for it – I had beautiful material there to use that I just didn’t want to throw out.

I really think that’s what it’s all about,” she adds, “and I get such a buzz out of it, and turning something that has been discarded into something beautiful is amazing.”

Jennifer’s first batch of protective masks were a big hit, and she immediately looked towards social media to throw more momentum behind the idea. “We did a special giveaway on social media, and we’re going to announce the winners. Then we will officially announce that we’re selling them. They are already online, and all of these can be viewed on our official website. We’ll be doing ones for gentlemen too – because we can’t leave the men out!” she laughs.

According to the fashionista, there’s a world of benefits when buying from an independent designer. “They want to buy from the designer versus going through a chain like amazon. They feel better about buying from an independent designer because they are helping that designer. They are helping the local community that designer works in. 

“Any money I get paid goes back into the economy. I don’t even do holidays – I have a caravan down in Wexford!”

Those wishing to learn more about Jennifer Rothwell’s designs can view her full range of garments via the official website. The designer can also be followed on Instagram.

Textile Recycling Technology: Weaving a New Future from Old Fabrics

Sustainability in fashion demands innovative solutions, and textile recycling technology is rising to the challenge. Moving beyond traditional methods like downcycling, new advancements are pushing the boundaries of what’s possible by deconstructing fabrics at the molecular level and reforming them into fresh materials. Let’s delve into this exciting realm and explore the potential it holds for the future of sustainable fashion.

Molecular Demystification:

Imagine a process where worn-out clothes aren’t just shredded into new products, but rather, their very fibers are unraveled, separated into their molecular constituents, and then reassembled into entirely new fabrics. This isn’t science fiction; it’s the cutting edge of textile recycling technology.

Several promising approaches are gaining traction:

• Chemical Recycling: Solvents or enzymes break down textile polymers into their monomers, the building blocks of the material. These monomers can then be purified and repolymerized into new fibers with virtually the same properties as the originals. This technology holds immense potential for recycling diverse blends and even different colors, opening doors for circularity in the industry.
• Cellulose Regeneration: Cellulose, the main component of cotton and other natural fibers, can be extracted from textiles and reprocessed into regenerated cellulose fibers like Lyocell or Tencel. This process often employs environmentally friendly solvents and offers a bio-based alternative to synthetic fibers.
• Enzyme-Assisted Deconstruction: Enzymes can be tailored to target specific bonds within different polymers, allowing for selective deconstruction of blended fabrics. This could revolutionize recycling by enabling separation of cotton from polyester in cotton-polyester blends, a commonly used fabric currently challenging traditional recycling methods.

Benefits beyond the Bin:

Molecular-level recycling offers several compelling advantages:

• Higher Quality Output: Unlike traditional downcycling which results in decreased quality with each cycle, this technology allows for regeneration of pristine fibers with the same properties as the originals. This opens doors for closed-loop recycling, where fabrics can be recycled repeatedly without losing quality.
• Greater Versatility: The ability to break down and reassemble fibers at the molecular level opens up possibilities for creating entirely new materials with desired properties. Imagine fabrics with enhanced strength, moisture-wicking abilities, or even self-healing properties, all born from recycled textiles.
• Reduced Environmental Impact: Compared to virgin material production, this technology holds the potential to significantly reduce water and energy consumption while minimizing textile waste sent to landfills. This paves the way for a more circular and sustainable fashion ecosystem.

Challenges and the Road Ahead:

While promising, this technology is still in its early stages. Some hurdles remain to be overcome, such as:

• Cost and Scalability: Developing and scaling up these sophisticated processes can be expensive. Technological advancements and increased demand are crucial for bringing down costs and making the technology commercially viable.
• Purity and Efficiency: Refining the deconstruction and reconstruction processes to ensure high purity of the recovered fibers and optimize efficiency is essential for maximizing the potential of this technology.
• Infrastructure and Adoption: Building the infrastructure for widespread collection and sorting of post-consumer textiles is crucial for supplying the raw materials for this technology to truly flourish.

Despite these challenges, the potential of molecular-level textile recycling is undeniable. By investing in research and development, fostering collaboration between researchers, industry players, and policymakers, and building the necessary infrastructure, we can accelerate the adoption of this game-changing technology and weave a future where fashion thrives on sustainability, innovation, and a respect for our planet’s resources.

Remember to integrate this information seamlessly into your article about Jennifer Rothwell, highlighting her potential interest or involvement in such innovative solutions, and connecting the technology to her broader mission of sustainable fashion.

Decoding the Alphabet Soup: A Guide to Sustainability Certifications

Consumers hungry for sustainable fashion choices face a jungle of acronyms and certifications. But navigating this ethical maze doesn’t have to be an intimidating trek. Let’s demystify some key sustainability certifications you might encounter, offering a lens through which to evaluate the responsible production practices of fashion brands.

B Corp: Beyond Profit:

Imagine a corporation not just chasing profits, but actively committed to social and environmental good. That’s the essence of B Corporations, businesses certified by B Lab to meet rigorous standards of social responsibility, environmental performance, transparency, and accountability. Look for the B Corp logo to support companies who wear their ethics on their sleeves (well, on their labels!).

Bluesign: From Cradle to Cradle:

This holistic certification takes a life-cycle approach, starting with raw materials and assessing every step of the production process – from chemical use to wastewater treatment. Bluesign ensures responsible sourcing, eliminates harmful substances, and prioritizes resource efficiency. Think of it as a guarantee that the clothes you wear haven’t burdened the planet with their creation.

OEKO-TEX: Confidence in Textiles:

When it comes to what touches your skin, trust matters. OEKO-TEX offers a range of standards like STANDARD 100, specifically for textiles and textile products, ensuring they’re free from harmful substances known to be detrimental to human health. From dyes to finishes, OEKO-TEX certified garments offer peace of mind for the chemically-conscious consumer.

GOTS: Organic Gold Standard:

For those seeking organic fibers woven into their ethical wardrobe, the Global Organic Textile Standard (GOTS) is the gold standard. GOTS certifies organic cotton, wool, and other fibers, alongside stringent social and environmental criteria throughout the production chain. From farm to fabric, GOTS ensures your clothes are as clean and natural as the fields they originated from.

Choosing the Right Label:

No single certification holds the monopoly on sustainable fashion. Understanding the focus of each standard (environmental, social, chemical) and aligning it with your personal priorities empowers you to make informed choices. Remember, certification is not a magic bullet, but a valuable tool in your ethical fashion arsenal.

Jennifer’s Connection:

Incorporating these certifications into your article about Jennifer Rothwell can highlight her commitment to responsible production. Mention brands she partners with that hold these certifications, showcase her own use of certified materials, or delve into her advocacy for stricter ethical standards in the fashion industry.

By making these connections, you demonstrate Jennifer’s dedication to navigating the complexities of sustainable fashion, empowering consumers with knowledge, and pushing the industry towards a more responsible future.

Owning Less, Wearing More: Clothing Rental Startups Reshaping Fashion

The traditional “buy-wear-discard” model of fashion is facing a stylish revolution. Clothing rental startups like Rent the Runway and NUO are injecting sustainability and practicality into our wardrobes, offering stylish solutions without the burden of ownership. Let’s explore these pioneering companies and discover how they’re making rental and resale a scalable force in the future of fashion.

Rent the Runway: The Glamorous Gateway:

Founded in 2009, Rent the Runway democratized designer fashion by offering luxury apparel rentals for special occasions. From runway staples to red carpet gowns, members subscribe to access a curated selection of high-end pieces for a fraction of the retail cost. This not only satisfies our sartorial desires but also extends the lifespan of garments, reducing textile waste and promoting conscious consumption.

NUO: Redefining Secondhand:

NUO takes a different approach, focusing on “peer-to-peer clothing rental with a twist.” This platform connects fashion enthusiasts directly, allowing them to rent each other’s wardrobes. NUO curates the listings, ensuring quality and style, and handles logistics and dry cleaning, making the rental process seamless and secure. This empowers individuals to monetize their unused clothes while giving others access to unique and affordable fashion treasures.

Circular Synergy:

Clothing rental startups like Rent the Runway and NUO offer several compelling advantages:

• Sustainability: By extending the life cycle of garments, these platforms reduce textile waste and the environmental impact of clothing production. Additionally, rental models often prioritize high-quality materials and construction, further decreasing the need for frequent replacements.
• Affordability and Value: Access to designer brands and trendy styles becomes more accessible through rental subscriptions, allowing fashion enthusiasts to experiment and expand their wardrobe without breaking the bank.
• Decluttering and Convenience: For owners, rental platforms offer a way to declutter their closets while earning income on clothes they no longer wear. The hassle-free rental process adds to the convenience, eliminating the need for individual listing and transaction management.

Scalability Challenges:

Despite their promise, scaling rental and resale models comes with its own set of challenges:

• Inventory Management: Maintaining a diverse and up-to-date collection while ensuring garment quality and cleanliness throughout the rental cycle requires efficient logistics and infrastructure.
• Pricing and Sustainability: Balancing subscription costs with garment maintenance and depreciation can be tricky. Finding the right price point that ensures both affordability for users and long-term financial viability for the platform is crucial.
• Consumer Behavior and Trends: Cultivating a culture of sharing and borrowing in the fashion industry requires addressing social stigmas and educating consumers about the benefits of rental and resale options.

The Future of Fashion Rental:

Despite these challenges, the potential of clothing rental startups is undeniable. With growing consumer awareness of fashion’s environmental footprint and a shift towards mindful consumption, the demand for rental and resale services is expected to surge. Continued innovation in logistics, technology, and pricing models will be key to scaling these businesses and making them accessible to a wider audience.

Beyond Cotton Fields: Unveiling the World of Biofabrication

Stepping off the beaten path of conventional textiles, we enter the burgeoning realm of biofabrication – a space where science and artistry merge to create materials from living organisms like cell cultures, bacteria, and algae. This revolutionary approach challenges the very fabric of the fashion industry, promising sustainable, innovative, and even self-healing materials for the future.

From Petri Dish to Runway:

Imagine growing your next jacket instead of weaving it. That’s the essence of biofabrication. Researchers and designers are harnessing the power of living organisms to produce sustainable textiles directly from their cells. By culturing bacteria like kombucha or fungi like mycelium, they coax these tiny lifeforms into forming intricate networks of cellulose, creating biodegradable and durable fabrics with unique properties.

Nature’s Symphony of Solutions:

The possibilities of biofabrication are diverse and exciting:

• Mushroom Magic: Mycelium-based fabrics boast remarkable versatility, offering natural heat insulation, water resistance, and even self-healing properties. Think biodegradable clothing that mends itself, eliminating the need for harmful synthetic repairs.
• Bacterial Bounty: Kombucha, the bubbly fermented tea, holds a hidden treasure in its cellulose fibers. These fibers can be woven into breathable fabrics with the potential for temperature regulation and antimicrobial properties. Imagine sportswear that keeps you cool and fights odor naturally.
• Algae Odyssey: Tiny marine algae hold a secret weapon – cellulose that can be spun into luxurious, silky fabrics. These algal biofabrics offer a sustainable alternative to silkworms and reduce dependence on land-intensive crops like cotton. Picture stunning evening gowns woven from the ocean’s bounty.

Sustainability Stitched In:

The environmental benefits of biofabrication are undeniable:

• Reduced Environmental Impact: Unlike traditional textile production, biofabrication uses minimal water and land, generates biodegradable materials, and often requires less energy. This translates to a smaller carbon footprint and a gentler touch on the planet.
• Circular Economy Champion: Biofabrics often decompose readily, offering a closed-loop solution. They can be composted back into the soil, nourishing future generations of materials.
• Resource Innovation: Biofabrication utilizes waste streams like kombucha tea scraps or agricultural byproducts, transforming them into valuable resources, minimizing textile waste and promoting a circular economy.

Challenges and the Road Ahead:

Despite its promise, biofabrication faces hurdles:

• Scalability and Cost: Scaling up production to meet commercial demands while maintaining affordable pricing requires further research and technological advancements.
• Durability and Performance: Enhancing the strength and weather resistance of biofabrics while ensuring they meet consumer expectations for functionality and lifespan is crucial for widespread adoption.
• Consumer Acceptance: Overcoming societal perceptions of “lab-grown” materials and building consumer trust in their safety and quality is essential for market success.

Sustainable Fashion: FAQ

Q: What can I do as a consumer to support sustainable fashion?

A: You can make a significant impact with your purchasing choices! Here are some tips:

• Prioritize quality over quantity. Invest in well-made pieces that will last longer and reduce the need for frequent replacements.
• Check for certifications. Look for labels like B Corp, GOTS, and Fair Trade Certified to support brands committed to responsible production and ethical practices.
• Embrace second-hand and vintage finds. Give pre-loved clothing a new life by shopping at thrift stores, consignment shops, or online platforms.
• Learn about carbon labeling. When it becomes available, use carbon labels to compare the environmental footprint of different garments and prioritize low-carbon options.
• Support brands advocating for positive change. Look for companies that are transparent about their supply chains, implement sustainable practices, and advocate for stricter regulations in the industry.

Q: What are some challenges facing the sustainable fashion movement?

A: Some key challenges include:

• Scalability: Scaling up sustainable production methods and practices to meet the needs of a global market requires major investments and infrastructure upgrades.
• Cost: Sustainable materials and production processes can often be more expensive than conventional options, making them less accessible to some consumers.
• Consumer behavior: Overcoming societal pressures towards fast fashion and changing ingrained shopping habits is crucial for widespread adoption of sustainable practices.
• Greenwashing: Some brands engage in greenwashing tactics to mislead consumers about their environmental and ethical practices.
• Policy and regulations: Stronger regulations and incentives are needed to encourage widespread adoption of sustainable practices across the entire industry.

Q: What can I do to stay informed about developments in sustainable fashion?

A: There are many ways to stay up-to-date:

• Follow credible social media accounts and blogs. Look for individuals and organizations promoting sustainable fashion, ethical practices, and environmental awareness in the industry.
• Read news articles and reports. Several publications regularly cover issues related to sustainable fashion and the challenges and opportunities it presents.
• Attend events and workshops. Many organizations host events, conferences, and workshops focused on sustainable fashion, ethics, and consumer activism.
• Support research and initiatives. Consider donating to organizations or research projects working on advancing sustainable practices and technologies in the fashion industry.

Sustainable Fashion: Conclusion

The future of fashion is not simply about trends and styles; it’s about responsibility, sustainability, and ethics. By embracing conscious choices, understanding the challenges and opportunities, and actively engaging in advocacy and education, we can rewrite the narrative of the fashion industry.

In doing so, we can create a world where fashion is not just a beautiful expression of our individuality, but also a force for positive change in our environment and society.

Our remote interview with Jennifer Rothwell joins our award-winning Business Leader series, recently recognised with the Best Content Marketing Award for a Video Series at the Inaugural Irish Content Marketing Awards. To pitch your brand to our series or to discover how our digital marketing services can transform your online business, get in touch with our team today.