| Sustainable brands are coming together to raise awareness about their cause. In the last year, more fashion brands have started to take sustainability more seriously, and the Mission Brand Alliance formed as a way to raise awareness to consumers about the importance of shopping consciously. By the end of November, MBA had a “joint group” of nearly 30 sustainability-focused brands, which include United by Blue, Toad & Co, and Patagonia’s Worn Wear, and sent out a “group holiday catalog” to 250K customers taken from their mailing lists. The idea of the alliance is that “a customer doesn’t have to individually seek out sustainable brands in niche categories,” but rather can find them in one place. To join, brands have to meet certain requirements around emissions and “sustainability within the supply chain.” Despite the “competitive nature” of some of the alliance’s brands, the co-founders believe that the benefit of collaborating “outweighs any risk of cannibalization.” (Glossy) |
