Manifesto Lite
November 8, 2023
Listen to my voiceover here.
I’ve had the extraordinary opportunity to spend my career working towards a more sustainable apparel industry- but I’m feeling increasingly impatient. Having a child definitely pushed me into a new space where I’m acutely aware of how the world may be after I die. The world feels unexpected and volatile. I get frustrated when people talk about climate change as ‘saving the planet’ because the planet will be just fine, we should be talking about saving ourselves.
Given that context, I’d like to be clear about my beliefs and what’s important to me.
I don’t believe we have more time for small incremental changes. I believe we need to leap frog as quickly as possible into new solutions, and I want to partner with new and existing companies who are dead serious about making a difference with their business.
I think at this point we all know the fashion industry is not changing fast enough. We each have so little control over so little - but I can choose to show up and do what I love and have integrity about it. Extending the life of used, quality goods- thrift stores - recommerce- vintage - repair- remanufacturing- sorting -recycling - ustainable materials- innovation - trying something new - that’s what I know how to do and where I want to make an impact with my partners (many of you reading this).
If you’re thinking that’s easy for me to say because I don’t work in a big company, I did for many years, but no, I don’t any more. Six months ago I put my whole livelihood on the line and started my own business to help brands and solutions providers navigate the circular economy. I have lived off my savings for months with the optimism that this business makes sense and I will make money. I am risking a lot, and I don’t have a bi weekly paycheck. (I miss those, but I won’t complain to you, I only complain to my friends.) Each of us has our superpowers, the things we do because they matter to us and we are good at them. I encourage all of us to tap into these and make an impact in our spheres of talent and influence.
Some worry and some hope
Recent worries
The Canadian wildfires this summer really shook me. It was scary and important to have the effects of the wildfires show up at my front door- it helped me see and feel how connected we all are.
The number of unhappy individuals I speak to who want to help their company become more sustainable but aren’t allowed to because they don’t work in the sustainability team. People are begging to be let in the door to help make a difference.
Renewcell’s recent struggle in the recycled fiber marketplace - everyone thinks someone else is going to fix our problem or be the first mover, but we all have to jump in to help.
Consumer adoption of cheaper and cheaper ultra-fast-fashion products continues to grow.
Rumors that companies have inflated their carbon emissions so they can more easily accomplish their future carbon reduction goals.
Hopeful signs
Patagonia’s jacket made out of ocean plastic and PFAS free (while I don’t 100% love the ocean plastic element, as long as there are state-size trash piles in the ocean I’m all for it).
Gen Z’s strong values including the recent study showing they would take a paycut to do more meaningful work.
Companies like Pangaia, BEEN London, Mara Hoffman and EILEEN FISHER, Inc selling sustainable products made from innovative materials.
The current and forecasted growth of the resale market.
The United Repair Centre opening in the UK (in partnership with Patagonia), shining a light on extending the life of high quality goods while also employing individuals who struggle to find employment (and shoutout to SOJO as well!).
The launch of The Footwear Collective, a pre-competitive initiative for scaling circular solutions within the footwear industry.
Material innovators creating new materials out of old materials and waste (like TomTex making materials from shellfish waste).
All of YOU who read my newsletter and encourage me in my efforts. This is incredibly hopeful and helpful to me.
So I’m here to work with those who want to leap forward and those who are starting out on the future facing track - those who are making beauty out of waste, who are turning trash into value, who are tapping into extending the life of their products. That’s what I want to do. That’s who I want to work with. I want to partner with companies attempting to realize their lofty aspirations. We are infinitely creative, we can figure out how to shift our business models towards regeneration and circularity.
If you work for a big public company and you think “We make a hundred million garments a year….. How could we change ?” I would first ask, do you want to? If you do, start small, do a test or pilot with the intention of learning quickly and growing it. CEOs, get on board NOW- you can almost single handedly change the trajectory of your company; embrace how much power you have and use it for good. (Insert Star Wars image here.) You will be amazed how fast your employees sign up to help with sustainability and new business models.
I want to help create a new normal and I’m here for the roller coaster- I know it won’t be easy. I want to partner, learn, fail and succeed in this community.
Here are the types of change we need to see
Government + Legislation
Legislation holding manufacturers accountable to responsible practices (like proposed bill CA 707 and the EPR legislation passed in Europe)
Government funding for infrastructure similar to funding we’ve seen for renewable energy
Money + Financing
Invest in infrastructure for reuse and recycling to make a new value-creating supply chain
We need deep pockets committed to supporting sustainability and circularity innovations
Individual Consumers
Buy used as much as possible
Buy high quality (reduce purchases of low-quality stuff that you don’t really need)
Support good companies with your money
Vote for politicians and bills that support the environment and worker well-being
Existing Brands and Retailers (Sorry, your list is the longest, which also means you have lots of points of entry.)
Address overproduction by optimizing planning: Amy Rauen says, “Strategically plan to avoid excess inventory at the end of a season. This doesn't mean sacrificing profits; rather, it entails realistic forecasting. A high sell-through rate, exceeding 90 percent, is a hallmark of sustainability.”
Reduce waste streams with the goal of zero waste.
Make a plan to replace all virgin and polluting materials with regenerative, recycled and recyclable materials (see some inspo here from Reformation)
Be curious about new business models and assume they will be a significant part of your business in 5 years. See the opportunity to expand your business to new types of interactions and transactions with your customers.
CEO buy in + support of any of the above or below is extremely effective.
Team + employee permission to pursue regenerative materials, sustainability + circularity.
Pursue B Corp and Benefit Corporation status (they are different and both good).
I don’t care if your product costs $5 or $500, just make something of value that your customer can use many many times. It should not fall apart after a little while. Make something they can love wearing or using. Products cost human labor and natural resources, did you use those two commodities in ways that make you feel proud and accomplished?
New Brands, Retailers and Supply Chain Vendors
Start from zero waste and regeneration- focus your business on reuse and recycling - there is incredible opportunity here and we are seeing an explosion of these types of businesses
If you want to start your own brand, please do not use virgin materials (unless they are grown regeneratively)
That’s where I am, honestly. I’m not sure what sharing this will do, but I really wanted to say it out loud to you all. I’d love to know what you think of this, and as always I’m happy to chat, just reach out.
If you would like help leap frogging or pointing your business towards the future, I’d be delighted to help!
I will do a special edition next newsletter on Coalitions, Collaborations + Learning full of good resources for you!
Cynthia
cynthia@moltevolte.com
www.moltevolte.com
PS. Haven’t read this yet but just found a Harvard Business Review article on Resale. I’m sure it’s full of information!
