In this episode, Giff is joined by Ann Claes, co-founder of Masjien, a technology and sustainability agency working at the crossroads of fashion, innovation and systems change.

Ann shares her journey through fashion production, business development and mentorship, and why she now describes herself as a “techno optimist”. She explains how Masjien challenges the status quo by using technology in two ways: to accelerate sustainability and to help creativity flourish.

The conversation digs into what’s really slowing fashion down, from the speed and volume of consumerism to how hard it’s become to keep sustainability on the agenda. Ann unpacks why storytelling and emotion matter, how tools like digital product passports can make sustainability communication more engaging, and how to balance inspiration with transparency to avoid greenwashing.

We also dive into TURBO, Masjien’s sandbox project for “stacking” technologies into a strategic toolbox, plus what it takes to move innovation from interesting to adopted.

Key topics covered:

• Ann’s path into sustainability, tech and fashion
• Techno optimism and reframing sustainability communication
• Why storytelling and “love brands” matter more than ever
• Credibility, transparency and avoiding greenwashing
• TURBO as a sandbox for stacking technology strategically
• Change management, cross-team buy-in and collaboration

Looking for fresh ways to make your sustainability message stand out?

Download Blast’s free guide, 5 Ways to Unearth Big Ideas for Successful Sustainability Campaigns, at bright-ideas.blast.co.uk — it’s full of practical ways to develop ideas that are original, on-brand, and effective.

If you’re ready to take the next step, book a call with our team to discuss your project: https://calendly.com/blastdesignlondon/intro-video-call-clone.