Sustainability is on all our minds, a lot of politicians’ lips and a lot of businesses’ marketing strategies. But what if being green was a central tenet of a brand, rather than a piece meal afterthought?
Thanks to social media, brand transparency has never been greater and small businesses are able to engage with their customers better than ever before.
A new ecosystem of brands has emerged, run by entrepreneurs who are rooted in the communities their products are aimed at. They combine design led by urban lifestyle, with the sustainability they know is important to their customers.
BLENDING BOLDNESS WITH PRACTICALITY
Ali Namdari founded his company, Labo Mono, following feelings of frustration that there wasn’t a practical jacket that suited his London lifestyle; a weather resistant garment that he could wear to meet a client, get the tube, and cycle to work - which was also bright and stylish.
“All the practical and technical jackets were designed for the mountains, the great outdoors were really activity specific and all really looked dull and grey,” Namdari explains.
“I decided to do something. What if there was a jacket that would look quite fashionable and be quite bold but would have all those technical features that was designed for the city?”
