Smart Creation

This week we’re meeting with Rune Orloff the co-founder of POOL, a subscription platform for menswear based in Berlin. 

As an answer to the overload of garments produced and bought, Rune recently created what he calls « the wardrobe freedom », or a way to swap garments without owning them. His statement is clear: we buy clothes, but we always wear the same ones. POOL is a smart sustainable system that can surely be considered as one of the solutions to change our approach to fashion. 

Based on a membership system, it is beneficial for the consumer as well for the brands. Indeed, it contributes to a circular economy, providing at the same time data for brands to produce less but better targeted products.

In this episode, he talks about his previous experiences in the fashion industry that nourished his current business. You will know everything about how he launched the service in mid covid time, and what’s his plan for the future.

CONTENT TO FIND YOUR WAY IN THE EPISODE

1:10 : Rune presents himself

2:25 : His previous jobs in fashion 

9:10 : What is the concept of  POOL ?

13:30 : How does he choose the products ?

16:00 : What’s the reaction of the clients ?

19:00 : Why does he think it is the right moment to launch this kind of business ?

21:15 : Is it the end of producing new garments ?

23:30 : What is his best rental piece ?

24:15 : How to get involved in the process as a brand ?

25:35 : How does he expect to become mainstream ?

26:40 : What are the menswear brands is he working with ?

27:20 : What is sustainable fashion according to him ?

30:35 : How to start a business in fashion nowadays ?

32:20 : How to operate sustainable change in an already existing brand ?

35:00 : What does Rune want to close the door to in our industry ?

35:10 : What does he look out to get inspired ?

35:40 : What is the last piece of clothes he bought ?

36:00 : Who would he like to listen to in this podcast ?

36:30 : When is he planning to launch POOL in Paris ?

KEY LEARNINGS

« We wanted to bring some modern tools into the wardrobe: make it less static and make it smart. »

« We see it as an extended wardrobe. It is based on the idea that you typically wear 20% of your wardrobe 80% of the time. »

« Slowing down consumption also means slowing down production. »

«The longer the item lasts, the more we can circulate them. »

WHERE TO FIND POOL :

Website : https://p-o-o-l.xyz/contact/ 

Instagram : https://www.instagram.com/pool.berlin/ 

TO SUPPORT SMART CREATION THE PODCAST

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To know more about Smart Creation and Première Vision 

https://www.premierevision.com/fr/

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You might know Petit Bateau, a leader brand on the kids apparel market. This week we’re meeting with Guillaume Darrousez, the CEO of Petit Bateau. He was previously working in the Groupe Rocher which owns the brand and came with a vision at the head of it. 

The blue boat tag is certainly something you have seen in your surroundings for one reason: Petit Bateau is known for its children’s long lasting products. But Guillaume has set even higher standards in terms of sustainable strategy. If quality goes hand in hand with sustainability, it is also coming with real improvements on the environmental and social responsibilities. Among the brand’s goals : using more organic cotton, being certified B Corp, but also having an impact on children’s education regarding nature awareness. 

In this episode, Guillaume is giving us the details of their strategy. He proves us that a sustainable change within a big company is possible, it is just a matter of will and action.

CONTENT TO FIND YOUR WAY IN THE EPISODE

0:55 : Guillaume presents himself

1:50 : About Petit Bateau 

2:50: Why did he join Petit Bateau ?

3:45 : The key figures

4:40 : What is his definition of sustainability ?

7:10 : How do they create sustainable products ?

9:25 : How do they manage to make the product still desirable ?

10:35 : What is a sustainable material ?

12:25 : How do they involve their customer in their after life product philosophy ?

13:55 : How to make money out of a circular model ?

14:50 : Why want to be certified B Corp ?

16:30 : How long do they give themself to become B Corp ?

17:30 : How do they connect children to nature ?

19:35 : Why did they rebrand the platform ?

20:55 : What is going to change for their collaborators ?

22:15 : The challenge of producing in France

24:15 : The proportion of production between France and Morocco

25:20 : His biggest challenges 

26:50 : How can we accelerate the sustainable revolution ?

30:30 : What does Guillaume want to close the door to in our industry ?

30:45 : What does he look out to get inspired ?

31:10 : What is the last piece of clothes he bought ?

31:20 : Who would he like to listen to in this podcast ?

32:15 : What makes him optimistic for the future ?

32:40 : His opinion on big companies opting for sustainable strategies 

KEY LEARNINGS

« Every time we design a product, we think about how it can be passed on from child to child. We want it to last five lives. »

« I am convinced we can do better on the education of children, it is our job to do it. »

« The quality of the product is not enough. We want to incorporate the circular element and push it to a higher level. »

« The fact that some people produce in France is not a matter of economy. It is more about the know-how, being closer to the customers, understanding the customers and protecting what we have socially speaking. »

WHERE TO FIND PETIT BATEAU :

https://www.petit-bateau.com 

Groupe Rocher : https://groupe-rocher.com 

TO SUPPORT SMART CREATION THE PODCAST

Don’t forget to share and talk about the podcast to your friends and colleagues, it’s easy and it helps the podcast a lot, and please rate it 5 stars and leave us a comment on Apple Podcast.

To know more about Smart Creation and Première Vision 

https://www.premierevision.com/fr/

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This week we’re meeting with Pasha Whitmire, he leads the material development at Patagonia.

The company that originally stands out for its climbing apparel is the leader regarding sustainability and products development. Their mission is crystal clear : « We’re in business to save our home planet ». 

Pasha Whitmire gives us an insight of what sustainability truly means to Patagonia, as it is a question of always seeking further to face new challenges. It all starts with the material, its quality and surely its ability of lasting through time. As a certified B Corp company who is concerned about social and environmental impacts, carbon emission is one of their top priorities. 

In this episode, Pasha asks fundamental questions in order to re-invent  the way of making a product : from material innovation to the after life of the product, nothing is left aside. He proves us that durability and a successful business are compatible.   

CONTENT TO FIND YOUR WAY IN THE EPISODE

1:00 : Pasha presents himself and his pathway

2:30 : What makes Patagonia stand out ?

4:35 : How did they shift their mission ?

9:20 : How to make a material carbon neutral ?

13:05 : How to make sure a product will last a lifetime ?

17:30 : How is the company being business successful and at the same time doing right for the planet ?

21:15 : What should the fashion industry do to accelerate its sustainable revolution ? 

24:35 : His advice to make a design that last forever

27:00 : The recycled nylon process

31:20 : The most challenging materials to recycle

33:15 : How do they work with manufacturers ?

37:50 : How do they make sure the social business is respected at all points of the supply chain ?

40:00 : What are the upcoming projects for Patagonia ?

41:40 : Is he hopeful for the future ?

44:00 : How does he see the future of his career ?

44:50 : What does Pasha want to close the door to in our industry ?

45:05 : How to convince people not to buy the wrong products ?

46:00 : What does he look out to get inspired ?

48:40 : The project around regenerative agriculture

52:30 : What is the last piece of clothes he bought ?

54:30 : How does he manage to work out of his office ?

55:30 : Who would he like to listen to in this podcast ?

55:35 : What message would he like to tell people of the industry ?

KEY LEARNINGS

« If you don’t have the time to do everything, then you can only have the time to do the most impactful things. »

« The biggest problem is carbon emissions, it is the number one contributor to climate change. Trying to measure that has been a big task. »

« We know that to try and make improvements especially in the apparel industry, we must focus on the fabrics, the materials and try to make improvements at every step of the supply chain. »

« The best thing you can possibly do for the environment is to buy as little as possible and have as few articles of clothing as you can. Those few pieces are the highest quality, most durable and long lasting piece of clothing that you can have. » 

WHERE TO FIND PATAGONIA :

https://eu.patagonia.com/fr/fr/home/ 

TO SUPPORT SMART CREATION THE PODCAST

Don’t forget to share and talk about the podcast to your friends and colleagues, it’s easy and it helps the podcast a lot, and please rate it 5 stars and leave us a comment on Apple Podcast.

To know more about Smart Creation and Première Vision 

https://www.premierevision.com/fr/

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This week we’re meeting with Franziska Dormann, she works as a representative of Global Organic Textile Standard for Germany, Austria and Switzerland areas. 

Known as the worldwide leading standard for organic fibers, GOTS, as you may call it, has become a reference tool for the fashion and textile industries regarding sustainability. It is a certification ensuring that natural fibers are organic and also produced in fair conditions.

What makes it interesting is that in a time where transparency seems inevitable, certification is used as a common global language for both consumers and supply chain players. 

In this episode, you will know everything about GOTS from how to become certified, how it is relevant in the market and the requirements linked to it.

Franziska is claiming for a holistic approach of current stakes in fashion where sustainability begins from the very first step of the product.

CONTENT TO FIND YOUR WAY IN THE EPISODE

1:00 : Franziska presents herself

2:00 : Her background

4:00 : The origin of GOTS

6:50 : What fibers do they get certified

8:00 : What is a bio sourced material

9:20 : To what extent it is certifying the social aspects of the business

11:00 : What is the gap between the standards of living and the wages in the countries producing fashion ?

11:55 : How can you get certified 

13:30 : What does it ensure to all players in the value chain 

17:15 : How does she explain the success of the organisation

19:20 : Is GOTS certification only for products 

21:35 : What makes GOTS certification stronger 

22:55 : How many brands are certified 

24:35 : Does she think it is a long term shift in the fashion industry 

26:20 : How can the fashion industry go even further when it comes to sustainable revolution 

27:35 : What must young designers tell to their suppliers to make them GOTS certified

30:50 : What does Franziska want to close the door to in our industry

31:25 : What does she look out to get inspired

32:25 : What is the last piece of clothes she bought

32:50 : Who she would like to listen to in this podcast

KEY LEARNINGS

« It is nice if you work with organic cotton but if you just go for a company or a sweatshop where kids are producing your tee-shirts, then it is not worth to talk about organic cotton. »

« Now you can see that different partners and stakeholders of the industry are really interested in getting certified and getting the supply chain transparent on ecological as well as on a social criteria level. »

« Sustainable fashion is something which is not a trend anymore and we are going to a new era. I really hope for that because there is no other way to cope with what is happening in the world. »

« The success of GOTS is related to the fact that there is a mind shift : the industry is very interested in getting the supply chain transparent. »

TO LEARN MORE ABOUT GOTS :

https://www.global-standard.org 

TO SUPPORT SMART CREATION THE PODCAST

Don’t forget to share and talk about the podcast to your friends and colleagues, it’s easy and it helps the podcast a lot, and please rate it 5 stars and leave us a comment on Apple Podcast.

To know more about Smart Creation and Première Vision 

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This week we’re meeting with Louis Epaulard, the CEO and co-founder of Léon Flam, a leather goods brand. Louis used to work in the organic food distribution where he met his current associate Guillaume Gibault. Together, they re-launched the brand Léon Flam with a fair vision on product sustainability. 

Leather might be controversial nowadays regarding sustainability, but in this episode, Louis explains why it can go hand in hand. He believes in long lasting products through the care of the raw material to the after sales service. As the products are made in France, they also care about social responsibility.

Discover more about Léon Flam, from the sourcing, the logistics plan to the labels in the leather goods industry.

CONTENT TO FIND YOUR WAY IN THE EPISODE

1:00 : Louis presents himself 

1:50 : What does sustainable fashion mean to him

2:40 : How does he make a product that last

4:15 : Producing locally  

5:30 : His opinion on leather and sustainability  

8:30 : The tanning process

9:50 : How do they communicate on responsibility

10:30 : The KPI’s he is looking at

11:30 : How does he make sure they don’t overproduce 

12:00 : The future of Léon Flam

13:00 : How can the industry accelerate the sustainable revolution

13:40 : What would he recommend to young entrepreneurs

15:15 : What does Louis want to close the door to in our industry

15:25 : What does he look at to get inspired

16:10 : What is the last piece of clothing he bought

16:15 : Who would he like to listen to in this podcast

KEY LEARNINGS

« The notion of repairing is very important :  we have a strong focus on the after sales service and we think that a sustainable product is also something that you can repair. »

« Leather can be sustainable as it cannot be. There are different levels of controversy. »

« Everything comes from the final customer as buying a product is a voting paper. But you still have to push for global consciousness on social and environmental issues. »

« We have to close the door on greenwashing and planning. We need to focus on action now. »

WHERE TO FIND LEON FLAM :

https://leonflam.com 

TO SUPPORT SMART CREATION THE PODCAST

Don’t forget to share and talk about the podcast to your friends and colleagues, it’s easy and it helps the podcast a lot, and please rate it 5 stars and leave us a comment on Apple Podcast.

To know more about Smart Creation and Première Vision 

https://www.premierevision.com/fr/

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This week we’re meeting with Andrée-Anne Lemieux, the Head of Sustainability at the Institut Français de la Mode and Kering’s Chair. The higher education institution has indeed partnered with the luxury group for a Research Chair on Sustainability. 

With a remarkable background in marketing and industrial engineering, Andrée-Anne is now devoted to the transformation of the fashion and luxury industries. She is considering sustainability not only as an environmental topic, but also on a wider perspective as a human responsibility shaping and redefining tomorrow’s economy.

As future generations are very concerned about the future, she explains how students are driven by the will to deeply change the fashion industry. 

From circular economy to carbon neutral and measuring social improvement, there is plenty to do. Today, she shares with us her determined mindset and her strong beliefs regarding sustainable challenges.

CONTENT TO FIND YOUR WAY IN THE EPISODE

1:00 : Andrée-Anne presents herself

4:45 : What does sustainable fashion mean to her 

6:42 : Why is it important to consider sustainability as a priority in a period of crisis 

11:55 : The KPI’s to look at to improve a sustainability politic

14:05 : How can we accelerate this change of value system 

18:05 : What about carbon neutral 

20:00 : Sustainability and communication 

22:54 : What is the future of fabrics 

25:20 : What is she teaching at the Research Chair IFM Kering 

34:40 : What are the expectations for the young generation regarding luxury and sustainability 

38:30 : What does Andrée-Anne want to close the door to in our industry 

39:05 : What does she look at to get inspired 

39:55 : What is the last piece of clothes she bought

40:00 : Who she would like to listen to in this podcast

KEY LEARNINGS

« Sustainability is also about people and their welfare. It is important to look at how do you manage people and your company even more during a pandemic crisis. »

« We have a lot of fabrics already produced so we need to see how do we integrate circularity in the model. We know that it is probably the economy the more compatible with growth. »

« I think that everybody needs to be educated on the subject of sustainability. We can learn everyday about it. »

« I truly believe that if we move forward as citizen and consumers at the same time with the private sector and the institutions, we can really change the world. »

TO LEARN MORE ABOUT IFM KERING RESEARCH CHAIR

https://www.ifmparis.fr/en/news/launch-of-the-ifm-kering-sustainability-chair 

TO SUPPORT SMART CREATION THE PODCAST

Don’t forget to share and talk about the podcast to your friends and colleagues, it’s easy and it helps the podcast a lot, and please rate it 5 stars and leave us a comment on Apple Podcast.

To know more about Smart Creation and Première Vision 

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This week we’re meeting with Tony Tonnaer, he’s the CEO and founder of Kings of Indigo. Based in Amsterdam, Tony launched his own sustainable denim brand after working several years in denim companies. When he started in 2011, sustainability was not a hot topic at the time, but as a pioneer, he challenged himself to conciliate both good quality products and innovation. By choosing only organic or recycled materials, he’s made circularity and social fairness his top priorities. 

Doing less is doing better. And that’s totally how he plans the future as he’s aiming to work more on cradle to cradle and to reduce his environmental impact. 

Today, he explains to us how he convinced consumers to buy sustainable products through communication and what’s its approach on circular fashion.

CONTENT TO FIND YOUR WAY IN THE EPISODE

0:50 : Tony presents himself

1:45 : What does sustainable fashion mean to him 

2:30 : How did he manage to work in sustainability

3:50 : What’s the difference between a sustainable product and a conventional product

8:00 : How does he communicate with the client

10:00 : What does he think about the standardization policy problem

12:00 : His relationship with Première Vision

13:00 : What’s the biggest step forward in terms of sustainability for denim 

15:10 : What have been the key success factors of Kings Of Indigo

18:45 : The vision for Kings of Indigo in terms of sustainability

20:50 : His approach on the logistic of circular fashion 

26:00 : What is his advice for the young designers ?

27:50 : What doesTony want to close the door to in our industry 

28:00 : What does he look at to get inspired

28:10 : What is the last piece of clothes he bought

28:20 : Who he would like to listen to in this podcast

KEY LEARNINGS

«  At the beginning, we wanted to make people unconsciously conscious. »

« I thought it was a great challenge to change the consumer’s mind, as well as the retailer and the factories. » 

«  If you’re being transparent to the consumer, I believe they buy the story. »

« The future of fashion is not sustainability, it’s circular approach of fashion. »

« One of the goals was also to show our industry that you can make a great affordable quality product which is cool and fits very well. All of the bigger brands and smaller brands are starting to follow this rule. »

WHERE TO FIND KINGS OF INDIGO :

https://www.kingsofindigo.com 

TO SUPPORT SMART CREATION THE PODCAST

Don’t forget to share and talk about the podcast to your friends and colleagues, it’s easy and it helps the podcast a lot, and please rate it 5 stars and leave us a comment on Apple Podcast.

To know more about Smart Creation and Première Vision 

https://www.premierevision.com/fr/

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This week we’re meeting with Benjamin Malatrait. He is the CEO and co-founder of ICTYOS Cuir Marin de France, a sustainable leather company using fish skins from the food industry. It all started at a restaurant, where Benjamin and his friends Gauthier and Emmanuel wondered what they could do from fish skins. As chemist engineers, they worked on a strong innovative technology transforming the waste of skins into what they call ‘marine leather’. By collaborating with restaurants, they believe that using local resources can make a huge difference as a circular economy company. 

Their high quality products are the result of a specific process allowing them to work with luxury and craftsmanship customers.

In this episode, Benjamin reveals the making of sustainable leather and shares his commitment for a meaningful product.

Recently Ictyos was selected to join the LVMH startup house at Station F in Paris. 

CONTENT TO FIND YOUR WAY IN THE EPISODE

0:50 : Benjamin presents himself

1:27 : How the company started 

2:50 : Was he attracted to the fashion industry 

3:55 : In what extent his product is sustainable and what does sustainable leather goods mean to him

6:10 : The process for making leather goods from waste 

8:20 : Who is he partnering with to collect the skins ?

11:35 : The leather fish skins’ properties

14:30 : What’s its favorite product

15:05 : Where can we see the products

16:45 : The KPI’s he looking at for his company

18:30 : Their biggest challenges

18:55 : How can the industry accelerate the sustainable revolution 

20:05 : What would he advise to a young designer to make the right material choices

21:55 : What does Benjamin want to close the door in our industry

22:35 : What does he look at to get inspired

23:10 : What’s the last piece of clothes he bought 

20:35 : Who would he like to listen to in this podcast

KEY LEARNINGS

« We pay attention to what we eat and now we have to pay attention to what we wear. It’s just logic. »

«  We decided to include in our job the sourcing of the material : each week we are picking skins from restaurants and pisciculture. The closer we are to our suppliers the better it is.

« I think using a local material is really important. Transparency is also a key point : you have to prove and you have to explain where your material is coming from and how it has been processed. » 

« We are just trying to add commitment and common sense in our product and that’s the DNA of ICTYOS. Each of our decisions on the process, on the material, on the partnership is always based on what’s going to be the ecological and ethical impact. »

WHERE TO FIND ICTYOS 

https://www.ictyos.com 

@ictyos : https://www.instagram.com/ictyos_official/ 

LinkedIn : https://www.linkedin.com/company/cuirs-marin-de-france/ 

Facebook : https://www.facebook.com/ICTYOS/ 

TO SUPPORT SMART CREATION THE PODCAST

Don’t forget to share and talk about the podcast to your friends and colleagues, it’s easy and it helps the podcast a lot, and please rate it 5 stars and leave us a comment on Apple Podcast.

To know more about Smart Creation and Première Vision 

https://www.premierevision.com/fr/

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This week, I’m joining Mark Hartnell, he’s the director of textiles at Seaqual Initiative, an organization that supports ocean cleaning and raises awareness of plastic marine pollution.

Gathering communities part of the blue economy like NGO’s and fishermen, Seaqual Initiative collects ocean litters and recycles the plastic found in it. Recently, they’ve developed their very first product: SEAQUAL® YARN and successfully figured out how to create yarns from plastic waste. With a very specific process, they innovated to separate the polymers giving strong outcomes comparable to a classic polyester yarn.

Mark is aiming for more circularity and sustainability in the blue economy, as well as becoming a global and local solution. 

Dive into this fascinating discussion and discover Mark’s upcoming challenges for social and environmental justice. 

CONTENT TO FIND YOUR WAY IN THE EPISODE

0:50 Mark presents himself and explains us what is Seaqual Initiative

2:20 What does sustainable fashion mean according to him ?

3:40 How can Seaqual be one of the solutions to become more sustainable ?

6:30 The process of Seaqual Yarn

9:00 About micro particles: are they a huge problem for the industry ?

13:45 The KPI’s he’s looking at

17:50 Seaqual Initiative business model

21:20 What’s the vision for Mark’s company ?

23:45 The biggest challenges 

23:30 How can the fashion and textile industries accelerate the sustainable revolution ?

26:55 What does he want to close the door to in our industry ?

27:55 What does he look out to get inspired?

29:35 Who would he like to listen to in this podcast  ?

KEY LEARNINGS

« I don’t think sustainable fashion exists. It’s something that we’re looking for, it’s a target that we’re aiming for and we should all be aiming for it. »

« Seaqual is about doing good within the blue economy. Everything to do with the ocean and the communities from the ocean: how can we help them to become more sustainable ? How can we move towards circularity ? How can we create collaborations in communities and provide solutions ? »

« We need to be a global company providing global solutions to a global market. » 

TO SUPPORT SMART CREATION THE PODCAST

Don’t forget to share and talk about the podcast to your friends and colleagues, it’s easy and it helps the podcast a lot, and please rate it 5 stars and leave us a comment on Apple Podcast.

To know more about Smart Creation and Première Vision 

https://www.premierevision.com/fr/

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This week, we’re meeting with Sandya Lang, she’s sustainability manager at Nudie Jeans, a Swedish denim brand. The company made sustainability their core priority using mainly organic cotton and recycled fibers. Sandya makes sure every step of the product sticks to their values: from choosing the rights suppliers, the factories to the retailers, she looks out for absolute transparency and traceability. 

But more than that, she explains how the long life of the product is important and how they encourage the customer to repair the jeans instead of throwing them away. That’s all about their ‘Repair Shops’, offering an exclusive customer service worldwide. 

Discover their environmental philosophy and how they challenge themselves to always do better as a fashion company. 

CONTENT TO FIND YOUR WAY IN THE EPISODE

0:58 : Sandya presents herself

2:35 : What does sustainability mean as a denim company according to her ?

3:10 : Is sustainability part of the DNA of the brand ?

4:15 : To what extent their product is more sustainable than any other ?

6:00 : Is it more difficult to source organic fiber ?

7:00 : What certification are they using ?

8:45 : How do you make sure the standards are respected ?

10:00 : How do they manage their repair shop worldwide ?

12:30 : Is repairing jeans becoming a thing in her country ?

13:15 : How repairing jeans is serving their business ?

14:40 : What makes their company stand out ?

15:30 : Do they have a recycling policy ?

16:30 : What are the best certifications to look for ?

17:40 : What’s the biggest challenge for Nudie Jeans in the upcoming years ?

18:30 : How can the fashion industry accelerate sustainable revolution ? 

20:00 : The KPI’s they are looking at

21:10 : What does Sandya want to close the door in our industry ?

21:38 : What does she look at to get inspired ?

21:50 : What is the last piece of clothes she bought ?

22:15 : Who would she like to listen to in this podcast ?

KEY LEARNINGS

« Transparent supplies chain are crucial and brand collaboration is a really important part. »

« I think repairing and using your garments longer is something that we really try to promote and we can see now that more and more companies are offering services like rental, repairing and so on. » 

« It is important for us to have this third part certification to prove that we are doing what we are doing, for example using organic cotton. But it also pushes us to maintain our sustainable attributes that we have and inspire us to stay innovative and look out for new materials as well. »

TO SUPPORT SMART CREATION, THE PODCAST 

🙏 Don’t forget to share and talk about the podcast to your friends and colleagues, it’s easy and it helps the podcast a lot, and please rate it 5 stars and leave us a comment on Apple Podcast.

👉 To know more about Smart Creation and Première Vision https://www.premierevision.com/fr/

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