Eileen Fisher endorses ‘Hey Fashion!’ Textile Waste Crisis Platform – World Water Day | Fashion

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Lately, Eileen Fisher is obsessed with fashion waste.

A pioneer of sustainable fashion, B Corp and outspoken campaigner of timeless fashion, the brand’s charitable arm, the Eileen Fisher Foundation, announced on Wednesday a 128-page report and research-led digital platform to implement new actions to address the waste. Called Hey Fashion!, the platform comes at a time when fashion’s garment and textile waste crisis continues to exceed new heights and the industry’s emission reduction targets appear to be a long way off.

The report includes insights from over 50 stakeholders on the challenges, opportunities and dynamics influencing fashion waste, with research led by consultancy Pentatonic. In it, the researchers identified eight areas of action for fashion companies to promote a more circular system for textiles, including: increasing waste sorting, investing in recycling, adopting the “make less, buy less” principle, work together, design for longevity and recycle, define and standardize methods, decarbonize supply chains and embed a people, planet and profit first mindset.

Fisher’s goal with Hey Fashion! is to expand global talks on expanding textile recycling infrastructure, promoting underused technologies to divert textiles from landfills, and harmonizing change to address overconsumption, aligning with the Paris Agreement’s net-zero goals by 2050.

In an interview with WWD, Eileen Fisher, eponymous founder of the brand and The Eileen Fisher Foundation, explained her desire to drive change.

“It is such a critical time right now. We know that the garment industry is not going to meet its 2030 goals; you’ll get 50 percent off if we don’t work together,” said Fisher, who attributes his passion for waste to experience, as his brand has operated a comeback. program since 2009. “We ended up with a lot of stuff we couldn’t sell. It is something that we have focused on and what we saw when we started this [program] it was how we thought about design and leaned into certain materials. I think getting others to address the situation in their own brands will drive this action… We hope to create a movement, not be bombastic about it.”

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Fisher is eager to question the entire business model of fashion, or the why of the “bigger is better” dilemma. For industry leaders, that means taking a hard look at overproduction. For consumers, it all comes down to understanding the link between timeless design and caring for their clothes. The report highlights the principles of conscious consumption, as well as lesser-known recycling tips, such as tying your shoes before donating to maximize efficiency (and mitigate loss).

Johann Boedecker, founder and CEO of Pentatonic, said the platform’s differentiator is its “snack content franchises” that meet the public and industry where they are today. And unfortunately, as he said, the reality is that compliance with new laws and adherence to good business practices remain a hallmark of staying ahead of the competition when it should be the norm. He predicts a “rude awakening” for brands that do nothing or rely on a silver bullet.

“This is not about a brand singing its own praise because it outshines the problem solvers,” he said. “In this environment, it’s sometimes hard to find one part that solves all your problems. That gives us a special power to pinpoint four or five solutions.”

The free fashion of Hey! The report and subsequent content are available on Heyfashion.org, as well as in a variety of formats, be it TikTok or their now weekly Hey Fashion! podcast, to reach the widest possible audience. Conceived as a living body of research, the digital platform will continue to roll out related content and encourage dialogue between stakeholders.

The platform is measured by engagement and ultimately feedback on how recommendations lead to “smarter decision-making,” in Boedecker’s words. As for what’s next, Hey Fashion! is in early discussions with funding partners and will support specific projects, to be announced soon.

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