Even though we have a long history of pursuing sustainability issues in the textile business, it is only now that the social and environmental issues are really starting to have an impact on consumer behavior. As a company and brand, we are more relevant now than ever. It is crucial that we draw power from this zeitgeist and continue to be innovative and drive the development within sustainable clothing in order to make change.
Consumer shifts linked to technology, social causes and trust issues are shaping the market. Tomorrow’s consumers not only demand quick access to new exciting designs that provide opportunities to express their unique personalities, but at the same time require that underlying production processes and consumption patterns do not occur at the expense of ecological and social balance.
We welcome this modern and aware consumer behavior. At KnowledgeCotton Apparel we design and develop for tomorrow – for a new world where the conditions, opportunities and requirements have changed. We are perfectly clear about where we stand in this as a company. How we cooperate with and keep our supply chain partners and producers accountable for each step. Our brand and our products are an attractive alternative among other sustainable solutions such as rental, resale and refurbishment.
We are aware that only the brands that can satisfactorily meet the new expectations will be relevant tomorrow. And we are determined to be one of the game changers. Innovation, responsibility and transparency are our keys to success – a sustainable future for both our company and the world we live in.
“Younger consumers are seriously concerned with social and environmental causes, which many regard as being the defining issues of our time. They increasingly back their beliefs with their shopping habits, favouring brands that are aligned with their values and avoiding those that don’t.”
“A new global ethos is emerging, and billions of people are using consumption as a means to express their deeply-held beliefs.”
The State of Fashion 2019, McKinsey & Company