#WeDress #WeWork #WeWin
‘Build Your Brand…Create Your Legacy’. Before @workinfashion.me grew into the site it has become, when I built this website in November 2016, the homepage had just two articles on it. Functionality vs The Aesthetic and Abstract Impressions. It also contained that quote. It’s a quote – an imperative, and instruction my father and my mother would speak over me as a child. The premise being, it isn’t enough to be creative, it isn’t enough to be talented: as citizens of humanity, we have an obligation to at least try, to leave the world in a better state from where we found it. That, is the cornerstone, upon which this platform was built. As we’re a month away from our 3rd birthday, indulge me for a moment, while I retrace my footsteps.
May 2017, I found myself seated in Riikka Juva’s kitchen in Kensington as she explained that the leather bag I had enquired about at a mutual friend’s karaoke party earlier that month, was in fact made out of recycled pineapple leaves. Remember WorkinFashionPresents: Taikka bags (May2017)? Well, my journey into the realm that is sustainable textiles, was somewhat accelerated by Riikka’s energy, enthusiasm and insistence that I educate myself on regenerative, low impact textiles.
It then followed later that year, that we interviewed Dr. Carmen Hijosa, founder of Pinatex, who further provided the inspiration for challenging the existing business models, but also for championing the importance of collaboration in innovation. Then, in April 2018, I had the pleasure of exchanging a few words with an entrepreneur who was literally the heroine of my teenage years… Natalie Massenet. The announcement of the launch of her new venture capital fund Imaginary, prompted my interest in impact investment, the significance of female investors and the positive effect the investment world can have in accelerating change in the industry. The types of businesses Massenet has invested in includes Appear Here HQ and Reformation among the roster of Imaginary’s sustainable and ethical blueprint.
September 2018 I met Nika Diamond-Krendel, who in her (then) new venture Paradise Row London, demonstrated the importance of making social enterprise a fundamental part of brand identity. Her bags are priced under £500, made in London and use non toxic vegetable based dyes, in a bid to demonstrate sustainable luxury is by definition guilt free. So we’ve got innovators, designers, investors… These women together, were the muses for what has become The Collective. @WorkinFashion.me is where I gather up the stories of these entrepreneurs and visionaries for you to meet them.
So what does 2019 have in store for the @WorkinFashion.me collective?
#WorkinFashionPresents Everybody Everyone
Allow me to introduce you to Veronica Chou, founder and CEO of Everybody Everyone. Veronica’s past experience includes investing in and growing the Karl Lagerfeld brand into a global lifestyle business with multiple product expansions, including hotels. As founder and President of Iconix China from 2008-2015, she successfully launched twelve brands in the Greater China market and opened over one thousand stores. Her many business successes earned her the title of one of Asia’s “Most Powerful Business Women to Watch” by Forbes magazine. Veronica has led investments in a wide-range of Chinese and American businesses that include TheTot, Refinery29, Eloquii, Thousand Fell, Dirty Labs and Carbon Engineering. As a testament to her continued focus on improving the apparel industry, Veronica joined the Copenhagen Fashion Summit in 2017 in the role of special advisor.
Veronica Chou is not your average entrepreneur. This is not your average start up. With her new collection made out of recycled food waste and regenerative materials… naturally I had one or two questions…
YJH: Who would you say is the target audience for Everybody Everyone and where can they purchase pieces from the collection?
VC: Women who live busy lives and want their products to do more for them so that life can be a bit easier! . It’s also for those who want items that are better for the planet. Our collection is exclusively on www.everybodyeveryone.com
YJH: What were some of the challenges you faced in launching a lifestyle/fashion brand using regenerative textiles?
VC: A lot of new technology for regenerative textiles are not commercialized yet, it’s exciting that they exist, but most can’t be used yet. Also, there are certain qualities of fabrics, especially recycled naturals, that still need to be further developed.
YJH: What are your long-term plans for the brand
VC: Our long-term plans are to continue to innovate in terms of materials and smart design processes, so that consumers can shop guilt-free and continue to live in our easy, efficient pieces.
Veronica tackles one of the biggest problems in fashion head on: INCLUSIVITY. Fashion fails women when it comes to diversity in size, age, body shape and net worth. If you care about the environment but can’t afford Stella or 7ForAllMankind where do you go? EverybodyEveryone has price points that vary from $48 for a t-shirt to $268 for a puffa jacket. The name itself, speaks to address the lack of inclusivity in both design and the price points in fashion. There is a gap in the market, and Veronica has placed her brand at the very heart of it.
Eco-packaging? Yup, they’ve got that covered too. “We prioritize sustainability in our packaging, too. Everything we use is recycled, recyclable or the most sustainable option” – is the corporate guarantee. Partnering with 3Degrees, a firm that scientifically quantifies reductions for greenhouse gas emissions, Everybody Everyone also boasts of the credentials of being a ‘carbon neutral brand’. With additional efforts to drive down the environmental impact of consumption, they also offer customers the opportunity to donate to One Tree Planted at the checkout.
One final question…
YJH: If you could describe Everybody Everyone in 3 words, which adjectives would you choose?
VC: Eco-innovative. Inclusive. Everyday.
To learn more about the brand visit www.everybodyeveryone.com
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