As the noise grows louder about the impact of fast-fashion waste on the environment, the news that Australian denim label Method of Denim had unveiled an digital solution to the problem is a promising sign for the sustainable fashion industry.
In a move that will see the brand tackle the widespread issue of overproduction, Method of Denim customers will now have the ability to radically customise their garments as part of a personalised shopping experience.
The digital initiative was announced alongside their new season collection and women’s range, and allows customers to create their own personalised jeans and jackets by applying various wash and style enhancements such as icons and lettering.
The label’s move towards a more sustainable fashion model has been driven by the growing consumer trend of personalisation and the urgent need for a slower production process.
The label’s founder, Lloyd Boolkin, believes smaller fashion startups are quickly becoming fashion disruptors in an industry previously dominated by superbrands.
“You no longer require a 100-strong digital team to be a disruptor in the apparel sector and be able to create a more sustainably managed process. The desire to be original yet sustainable has been gathering steam on the fringes of fashion and now a slower, higher-quality alternative to mass retail is accelerating”, Boolkin said.
By embracing this trend, the brand aims to eliminate waste and reduce unworn garments due to poor fit by encouraging consumers to adopt the slow fashion ethos of thinking before they buy.
Boolkin believes today’s denim customer is after convenience and a better experience around fit. “They also want value and that is not about price point but about values and worth, which informs our more conscious approach to their purchasing”, he said.
To inspire new customers to create their own unique garments, the brand posts website and social takeovers by collaborators every two weeks. These collaborators come from the music, film, design, photography, fashion and model industries and share a love for slow denim.
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