By Erika Nilsson-Humphrey
Erika Nilsson-Humphrey
Sustainability has never been more relevant than now within the fashion industry, especially since the pivotal release of Andrew Morgan's documentary The True Cost, that really highlighted how the world of fashion has become more about cheaper priced 'fast-fashion' than quality pieces that have longevity.
In the past few years some retailers have championed sustainable fashion, for example H&M who released their 'Conscious' collection and launched a recycling program within their high street stores. However, many are still way behind the times when it comes to making responsible business choices. It was only in 2013 when the Rana Plaza factory complex collapsed in Dhaka, Bangladesh killing over a thousand people and injuring thousands more - the worst ever industrial disaster in the fashion and textile industry! Factories like these that churn out inexpensive clothing at a minute cost price are so detrimental to the industry because they devalue it and only serve to highlight the darker side of fashion. The fact is, as one of the largest contributers to the global economy, the fashion industry has a real responsibility to help protect the environment.
When I first divised the concept for Dappad, I knew that one part of the brand would be promoting sustainability, giving something back and helping to inspire change within the industry that I loved. I have always bought high quality clothing myself lasting season after season and been conscious about consumer choices that I make and I wanted to bring this part to Dappad as well. This is why we try to support and work with brands that take responsibility of their production process. This way the pieces that we recommend to our customers are high quality as well as high style, they will be trans-seasonal and they will of course last longer that one or two wears. Essentially, Dappad offers men a bespoke shopping experience and is specifically directed at men who are time poor but who still want to present themselves well, offering a dfferent and more modern way to shop.
After creating and developing the brand I still felt that we could do more, and this is how we became involved with Suited & Booted, the London-based charity that provides vulnerable men looking for employment with interview clothing and training. The work they do is so important and by partnering with them we can educate our customers about recycling fashion and we can also minimize our contribution to the massive amounts of waste that the fashion industry creates.
Moving forwards I plan to expand our contributon to the promotion of sustanbility with the fashion world, and I urge other retailers and brands to do the same.