Ethical fashion is in vogue now more than ever.
Not only are they better for the world, but purpose-driven labels are also very successful, with 73% of consumers saying they are more likely to buy from such brands.
The number is higher for millennials who are even more (81%) likely to buy from an ethical source.
Realising that we must do more to stop so much wastage going to landfills while using their keen eye for fashion, Elvis and Kresse is the brand attempting to lead a revolution.
The company started in 2005 by rescuing fire hoses and donating 50% of its profits to the Fire Fighters Charity and now it reclaims 10 materials – including fire hoses, parachute silks, shoe boxes and tea bags – and works with multiple partners to create beautiful luxury bags.
Kresse Wessling tells Metro.co.uk about the importance of living their purpose and not just paying lip-service to it.
‘If there is to be a future then all industries have to be sustainable, and as the second most polluting industry there is, fashion needs to drastically improve as quickly as possible. We do indeed need a fashion revolution,’ Kresse explains.
‘I had a chance meeting with the London Fire Brigade and discovered that their damaged, decommissioned hoses were going to landfill. We established Elvis and Kresse to rescue the fire-hose.
‘All our products are made from such materials, although we started with the fire hoses, we now reclaim over ten different unique materials which make up everything from our products to our packaging and our workshop.
‘Late last year we launched a five-year partnership with the Burberry Foundation to scale our solution to the global leather waste issue.’
There’s certainly an appetite for purpose-driven businesses, but also a lack of know-how when it comes to embedding it within the structure of the brand.
Research conducted by Message House shows that two-fifths of consumers believe the purpose is only used for corporate spin and marketing, which only hurts the chances of buying from those brands.
Consumers are doing more too, calling out brands for not ‘walking the talk’ and failing to back-up their intentions with action.
A company which simply publishes its ‘ethical’ policy on the website is not enough, customers want to see more of an active effort from businesses.
One way to tie companies with meaningful purpose is to make it legally binding, say 54% of the respondents.
Organisations hoping to do more might want to take note of sustainable brands such as Elvis and Kresse who’ve simply used the resources around them.