Emma's Journey: How Gen Z Values Shaped My Sustainable Fashion Startup
- Be Your Own Boss
- Sep 3, 2024
- 3 min read
When I started my sustainable fashion company, I knew I wanted to create more than just another fashion brand. As a member of Gen Z, I felt a responsibility to build a company that reflects our generation's values and addresses the challenges we face. Today, I want to share how three major shifts in our collective mindset have profoundly influenced my journey as a sustainable fashion entrepreneur.
1. Sustainability: More Than Just a Buzzword
For us Gen Z'ers, sustainability isn't just about using eco-friendly materials (though that's important too!). It's a holistic approach to business that considers the entire lifecycle of our products and their impact on both people and the planet.
At my company, this means:
- Sourcing organic and recycled fabrics
- Implementing a take-back program for worn-out clothes
- Ensuring fair wages and safe working conditions throughout our supply chain
- Designing timeless pieces that transcend fast fashion trends
But we won't stop there. We're constantly exploring innovative ways to reduce our carbon footprint, from using blockchain to increase supply chain transparency to partnering with local artisans to preserve traditional craftsmanship.
The most exciting part? Our customers are just as passionate about sustainability as we are. They ask tough questions about our practices and challenge us to do better. This pushes us to innovate and stay true to our mission.
2. Mental Health: A Core Part of Our Company Culture
The mental health crisis affecting our generation has made me acutely aware of the need to prioritise well-being, both for our team and our customers.
Internally, we've implemented:
- Flexible working hours and remote options
- Regular team check-ins and access to mental health resources
- A no-email policy outside of working hours to encourage work-life balance
For our customers, we're mindful of the impact fashion can have on mental health. We:
- Avoid using heavily retouched images in our marketing
- Offer a diverse range of sizes and showcase our clothes on models with different body types
- Create content that promotes self-love and body positivity
We believe that fashion should be a source of joy and self-expression, not anxiety or self-doubt. By prioritising mental health, we're not just building a brand, we're fostering a community.
3. Embracing the Digital-First Approach
As a digitally-native generation, it was natural for us to build our company with a strong online presence from day one. But the rise of digitally-native jobs has influenced our business in ways I never expected.
We've:
- Built a robust e-commerce platform that provides a seamless shopping experience
- Leveraged social media not just for marketing, but for customer service and community building
- Collaborated with digital content creators who align with our values
- We plan to create virtual fitting rooms using AR technology
Moreover, we've embraced the gig economy, working with talented freelancers around the world for everything from graphic design to data analysis. This has allowed us to stay agile and tap into a global pool of talent.
The Road Ahead
Building this company has been an exhilarating journey, full of challenges and rewards. As we continue to grow, these three pillars - sustainability, mental health, and digital innovation - will remain at the core of everything we do.
To my fellow Gen Z entrepreneurs: our generation has the power to reshape the business world. Let's create companies that not only drive profit but also make a positive impact on our world. The future of fashion - and business as a whole - is in our hands.
What are your thoughts on these shifts? How are you incorporating them into your own ventures? I'd love to hear from you in the comments below!