Fearless ethical fashion: Zady
As the inevitable arrival of fashion week descends upon London it is with increasing amazement that we look at fashion brands lack of commitment to a better way of producing clothing.
Fashion week may only happen twice a year but the fashion industry machine that it drives has translated its cyclical nature into an annual array of 52 seasons with new looks arriving in store most weeks, and with over 80 billion pieces of clothing being produced each year, something’s gotta give.
We wanted to speak to a brand that are doing things differently. Fashion house Zady know that it’s not only the final product that counts but the way that people and planet are treated in the process, in their words “Process matters. Quality matters. Honesty matters.”
And YOU’RE DAMN RIGHT IT’S A CALL TO ACTION.
What inspired you to create a fashion brand that champions ethical and environmental values?
As a Millennial, I grew with the fast fashion boom. I found myself going to yoga, trying out meditation, trying to be mindful about the choices I was making generally, and realized that the choices that I was making about my clothing (which seemed to be about more and more) didn’t fit with the rest of how I was living my life.
How do you ensure that the brand is taking into account the environmental and ethical issues?
We ensure that we are taking the environment and ethical issues into account by handling these issues at the most senior level of our company, that way these values are built into the culture of Zady. There is no standard out there in the apparel industry that reviews holistically from farm to final production the ethical and environmental consequences that occur at each stage. So it’s on us to figure that out. I personally do a lot of this groundwork, I think it’s the most important work I do.
What do you think is the best way to encourage people to be curious consumers?
What is interesting in reading just about any fashion magazine, blog or just chatting with friends, is that everyone is experiencing the same thing. New is becoming old. We are all collectively tiring of spending money on clothing with questionable origins that are just going to fall apart. So it’s less about encouraging people and more about creating a company and products with integrity that can stand apart, that are made well and made to last.
What are your top tips for how people can make a difference in their day to day lives?
Think about your clothing buying in terms of cost per wear. Thinking about your purchases this way will allow you to buy nicer clothing than you might think you can afford, and hold onto it for longer.
Do you think that there is a cultural difference in the understanding of climate change?
I think that so far the link between our fast fashion ways and our environment has not yet been made with the consumer. As just one example, we are all very cautious about how much gas we use in our cars because we know that gas causes climate change, but most of us are not aware that the synthetic material that goes into our clothing also comes from that very same gas.
How do you consume?
In terms of cost per wear. I also find pieces that fit me well and then have them in multiple colors.
What is the greatest tip you have ever had from the past that can help us in the future?
Listen to advice from those you admire and then make decisions on your own.
Where would you like Zady to be in 5 years?
I would like Zady to be a resource for all those people interested in living and dressing more consciously.
