Guest - Better World Fashion


Topics of the interview

00:00 Presentation

00:13 What is the purpose of Better World Fashion?

03:18 How it is that energy efficient and what’s the impact of reusing these materials?

05:20 Which was the vision and mission that made the Better World Fashion start its business?

10:28 When have you decided to become a b corp and why you are a b corp company?

11:44 You can share something with the b companies that want to become b corp?

15:32 How being a purpose driving company really affects the way you take decisions in the company?

17:56 How do you communicate this story?

21:08 How can you make them understand the real value behind this product?

23:56 How do you think the fashion industry should change in the future?

27:30 A good practice you want to share and the bad practice you have learned to avoid?

About Better World Fashion

If you want to see a real change in the fashion industry and in the way customers consume fashion, you don’t have to change their behavior, but their mindset. We’ve discussed about it with Lars Olesen, Partner & Chairman at Better World Fashion, a sustainability pioneer in the fashion industry. They use a sustainable business model, where jackets are either sold with a buyback guarantee or rented to the consumer. This ensures that the resources are recycled and does not leave the closed leather cycle.

Better World Fashion: Have you ever thought about the value of the clothes you wear?

In an insightful interview with Lars Olesen, Partner and Chairman of the Board of Better World Fashion, we delve into the company’s unique approach to sustainable fashion. Established in 2015, Better World Fashion stands out in the fashion industry, not only for its commitment to environmental sustainability but also for its innovative business model and approach to product creation.

The Genesis of Better World Fashion

Better World Fashion was founded with the goal of demonstrating that it’s possible to conduct business in the fashion industry without harming the environment. The founders, coming from diverse backgrounds outside the fashion industry, including renewable energy, sought to challenge the status quo of the second most polluting industry in the world by adopting a circular business model.

Circular and Sustainable Business Model

The company’s primary focus is on producing new products from waste, specifically using post-consumer leather. This leather is sourced from NGOs in Denmark and Germany, which collect it for second-hand shops. Better World Fashion buys surplus leather, which is then washed using an eco-friendly process involving sawdust and hot air, avoiding water and chemicals. This process results in unique, 98% reused leather products like jackets, computer bags, and aprons.

Upcycling and Environmental Impact

Better World Fashion’s approach is a clear example of upcycling. They not only reuse leather but also use recycled PET bottles for the lining of their products. This process transforms materials that would otherwise end up in landfills or incinerators into high-quality fashion items.

Leasing Model and Buyback Guarantee

The company offers a leasing model for leather jackets, allowing customers to lease a jacket for a minimum of four months. They also provide an unlimited buyback guarantee, ensuring that materials are returned and reused, thus maintaining a circular lifecycle for their products.

Storytelling and Product Uniqueness

Each product from Better World Fashion has a unique story, which is a significant part of its value proposition. The company had experimented with an app that allowed customers to add to the story of their products, enhancing the value and uniqueness of each item.

B Corp Certification and Its Significance

Better World Fashion became a B Corp in 2017, reflecting its commitment to positive environmental and social impact. This certification has helped in building credibility and aligning with other companies with similar values.

Challenges in Retail and Marketing

The company faced challenges in traditional retail environments, as their products require a different approach to selling, one that involves storytelling and engagement with the product’s unique history.

Vision for the Fashion Industry

Lars Olesen envisions a fashion industry that stops exploiting resources and people and moves away from creating artificial needs. He sees the potential for disruptors in the industry to lead this change, possibly leading to a significant transformation in how the fashion industry operates.

Best Practices and Avoiding Business as Usual

Better World Fashion emphasizes the importance of a systemic perspective, considering the entire lifecycle of a product from creation to end-of-life. They advocate for taking full responsibility for products and avoiding the ‘business as usual’ approach, which is often detrimental to sustainability efforts.

In conclusion, Better World Fashion’s approach to sustainable fashion through upcycling, unique storytelling, and a circular business model offers a compelling example of how the fashion industry can evolve towards greater environmental responsibility and sustainability.

What is B Corp B Fashion?

B Corp B Fashion aims to put together in one place all fashion b-corps and fashion brands want to become it. We want to promote regenerative and sustainable fashion, sharing the best practices from consolidated realities, newcomers, and curious people from the fashion world who want to know the B Corp world and its business way.

Are you a Fashion Brand? Join our community!​

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