SUSTAINABILITY WITH CARLY STOJSIC

Carly Stojsic is a Toronto-based Market Editor for trend forecasting giant WGSN. Wildly successful, charming, and exceptionally down-to-earth, Carly has developed a rare ability to decipher the leading artistic, political, cultural and technological patterns influencing the ever-changing fashion landscape. This weekend the Canadian style savant was in Vancouver for the 6^th Edition of Eco Fashion Week. A handful of attendees were treated to a special seminar, where Carly shared her insider knowledge on the latest trends permeating the international fashion and design communities.

I caught up with Carly after her lecture to learn more about her thoughts on sustainable fashion and how she thinks the Eco trend will play out over the next decade.

AA:  I used to work for a brand in NYC that was locally manufactured and hoped this would translate into higher sales at both the wholesale and retail levels. I was surprised how few shoppers really cared that we were an Eco-friendly brand. What can companies do to educate customers about their Eco-friendly practices? And how can designers effectively promote their sustainable endeavours in a way that will maximize sales?

CS: A brand needs to think about how it behaves from the start, and provide a consistent message throughout every element of its operations. Specifically, its Eco conscience must become part of its ethos. From the staff and brand ambassadors to its corporate culture, internet presence and packaging, every interaction involving the brand needs to emulate this ethos. One company that does this really well is Lululemon.

AA: Over the next 5 years, what will be the biggest trends in the Eco-fashion movement in terms of production, sourcing and design?

CS: From a manufacturing standpoint, expect to still see a lot of piece-good production coming from countries like China. Where there will be a shift is in raw materials. Textiles and fibres will start to be sourced increasingly from different parts of the world, from developing countries to more locally in the US and Canada.

AA: The term Eco has so many connotations today, making it confusing for the public. Many consumers like the idea of buying sustainable fashion but are not exactly sure what to look for in a product. How can designers become more Eco-friendly in a way that their customers will easily understand? And how can their approach to Eco fashion help consumers make an educated purchasing decision?

CS: Sustainable fashion really needs to begin at the level of the consumer and work backwards from there. It’s all about thoughtful design. Why are you designing this? How does it contribute? Look at the components of your designs. For example, a piece of clothing that is covered in studs. Could you source local shells from Kitsilano to create the same effect instead of using metal studs? Or could you use a different treatment process on your denim that will causes less waste by-product? Think about the message you are trying to communicate to your audience.

AA: We are starting to see more and more companies take greater steps towards being Eco-friendly, whether retailers, manufacturers or factories. The overall shift is still small but continuously growing. Where do you see the Eco fashion movement by 2025? 

CS: Where we are really going to see a major impact is with new technology. We are going to see designers increasingly recognizing and adopting technology as their number one ally and enabler of sustainable fashion. It will influence everything from silhouettes and prints, to textiles, manufacturing processes and branding.