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~ Coffee Corner ~

offee or tea? When and how? communities that mirror not only their style but their values,
C ‘Coffee, definitely!’ too.’

Can you tell us about Outland Denim and how your Sustainability is a buzzword in e-commerce. How
online proposition contributes to your success? important is it for you?
‘We launched three years ago, as a premium denim brand. ‘Consumers take ethical fashion a lot more seriously now than
In a short amount of time, we have stepped into both the when we first started. It was more of a niche conversation,
online and offline world. We began as an avenue for training, perhaps a bit elitist, at that time. There is a lot more education
employment, and career progression for women who had and awareness now. The fact it is a buzzword just shows how
experienced exploitation. Today, we’ve welcomed over 100 far we have come as an industry. For us, it is not a marketing
employees from varying backgrounds campaign or an after-thought. It is
of vulnerability and social injustice to the whole reason we exist.’
elevate people into prosperity via skills “IT IS OUR
acquisition, living wages and education. What challenges do you face
To keep control over our social and realising your goals?
environmental impact, we run our own RESPONSIBILITY TO ‘A challenge in fast fashion and
production facilities in Cambodia, the way we have been educated as
including our Cut-and-Sew facility consumers is the idea that cheap
latter, we use state-of-the-art water and HELP CLEAN UP THE fashion is okay. However, with
and our new Wash House. For the
more awareness and education,
energy-reducing technology to put the that is changing. Online searches
finishing touches on our jeans. DENIM INDUSTRY.” for “sustainable fashion” tripled
Investing in e-commerce allows us to between 2016 and 2019. The
introduce our brand to new markets market segment is growing so
and customers and, therefore, lets us fast that all major brands are
have an even greater impact and share our initiatives.’ looking for a sustainability angle. We have spent ten years
developing a business model that addresses all three elements
Outland Denim strongly focuses on a sustainable of sustainability, and our accolades and certifications, such as
production process, on various levels. Why is this so our A+ rating in the Ethical Fashion Report, are a testament
important to you? to our leadership in this space.’
‘Sustainability is at the core of why Outland Denim exists.
I founded Outland Denim as an avenue for training, What is the biggest pitfall of sustainability for a busi-
employment, and opportunities for women who had ness?
experienced or were at risk of experiencing exploitation or ‘Approaching sustainability as a marketing tool can cause a lot
abuse after learning about the atrocities of the $150 billion of greenwashing in the industry. We ensure that our impact
human trafficking industry. Through training, employment, and and marketing teams are separate in their goals and projects
a holistic approach to supporting our staff, we have proven that but come together to work closely in ensuring our message is
a sustainable career path is critical to real social change. factual, never misleading, and is motivated by positive impact
rather than brand awareness.’
Along the way, we learnt the dirty side of denim. We feel that,
when it comes to social and environmental policy, you cannot Are consumers more loyal to brands that focus on a
have one without the other. It is our responsibility to help clean circular economy?
up the denim industry. With the model we have created over ‘Research shows that customers want to support brands that share
years of development, the fashion industry can be a solution to their values. With environmental issues being such a large concern
the social and environmental issues we face today.’ globally, brands who are investing in circularity will certainly be
praised and supported.’ ••
How important is it to be transparent about your
manufacturing process as a fashion retailer?
‘Transparency ensures that our practices are continuously
internally scrutinised and held to the highest standards. It
ensures that our ethos of #ZeroExploitation is a constant
and that the success of Outland Denim does not come to the
detriment of other people on our planet. For our customers,
transparency provides a connection to the maker that is
mostly not visible in fashion. Transparency is key in building
trust with customers who are longing to belong to brand

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