Digital Trailblazers: Worldwide Online-Native Brands Reshaping Conscious Shopping
If there have been big changes in the fashion industry in recent years, one surely is the rise of digitally native brands. They began to gain not only more notoriety but also scalability in terms of business.
Their savvy strategies, spiced up with a conscious approach, have not only reshaped the industry but also stirred a transformative wave of awareness. As these brands burgeon, it becomes evident that their commitment to environmental consciousness is not merely a trend but a strategic ethos that propels them forward.
The truth is, we consumers resonate with a company when we sense their actions are true in essence. And that’s what has been happening. From accessories to clothing. It is a bold departure from the conventional process of growing a brand within this market. But, as these brands harness the power of the digital landscape, they not only better connect with consumers but also question the current course.
In other words, even with all the specificities of making a direct-to-consumer fashion business scale and succeed, these brands have shown that it is possible to grow numbers without neglecting socio-environmental responsibility.
From innovative textile technologies and expansive size ranges to groundbreaking research, the brands below have decided to explore different pathways of production and selling processes. They are making history across the world by raising awareness and creating community trust.
Check them out:
Brands from left to right:
IDA, Everlane, BRUNA
Founded in 2010 by Michael Preysman and Jesse Farmer, Everlane is a pioneering direct-to-consumer online menswear retailer. Collaborating with ethical material sourcing expert Andy Zhang, the brand has set itself apart by providing customers with unprecedented transparency. Everlane takes a bold stance, allowing customers to delve into the intricacies of its supply chain, factories, employee practices, and the detailed cost breakdown of each product. In a significant move towards sustainability, the company pledged, in 2018, to eliminate the use of virgin plastic by 2021, extending this commitment to packaging and clothing made from synthetic fibers.
The launch of ReNew, a line of outerwear crafted from materials derived from three million recycled plastic bottles, exemplifies the dedication to eco-conscious practices. Everlane's commitment to transparency and sustainability remains unwavering, and it shares its ongoing efforts with consumers, making transparency a cornerstone of their ethos.
Digitally born in late 2019, this Brazilian brand has been on a steady ascent ever since. For IDA, fashion is a limitless canvas, and it presents a collection of timeless pieces, encouraging individuals to express themselves freely and authentically. According to Bento Guida, CEO at oáz and Founder of IDA, the brand “was born out of the desire to build a different fashion, which could provide more lightness, joy, and beauty, with awareness and responsibility. We created our purpose of disseminating a fashion brand with less negative socio-environmental impact. We have evolved with this every day because we were born knowing that we wouldn't have all the answers.
The brand publicly states that it’s constantly evolving and always open to new solutions. It invites consumers to join them on the journey of building a conscious and transparent brand, leaving an open channel for the community to get involved in the process.
Ever since its inception, BRUNA has embarked on a journey driven by a chance discovery on the island of Tahiti. Founded by Helena, the brand pioneers a fresh approach to elegant jewelry, prioritizing sustainability in a sector traditionally harmful to the planet and its people. Her journey began with the unearthing of rare Keshi pearls during her travels through the French Polynesian islands. Recognizing these unique pearls as by-products of pursuing perfection in pearl farming, she felt compelled to intervene.
The beauty of something destined to be discarded fueled a novel idea. Armed with a small bag of pearls and boundless inspiration, the brand emerged as the embodiment of conscious, enduring jewelry—a response to Helena's unwavering quest for sustainability and timeless beauty.
Hailing from New Zealand, Tim Brown has an innate familiarity with the properties of merino wool. Driven by an insatiable curiosity, he pondered why such a remarkable and sustainable resource wasn’t being explored in the footwear industry. And, just like that, Allbirds' journey started. After years of research and experimentation, Brown allied with Joey Zwillinger, an engineer and renewables expert. Together, they engineered a groundbreaking wool fabric tailor-made for footwear. The result? A completely novel category of shoes, drawing inspiration from the richness of natural materials, accompanied by an enduring commitment to crafting superior products in a more sustainable manner.
In an ongoing pursuit of conscious branding, they acknowledge that the path to building a fully conscious brand remains an ongoing path. Emphasizing their dedication to evoluting they acknowledge that while the exact route to pursue may not be entirely clear, they steadfastly navigate it in the most conscientious manner possible.
In sum, these digital-native brands have orchestrated a relevant transformation in the industry, challenging conventions and setting new standards for success. By harnessing the power of the online world as a dynamic and rich selling channel, they have not only helped to redefine the way fashion is marketed and consumed but have also brought about a seismic shift in the industry's traditional paradigms. One of the pivotal factors contributing to their success lies in their commitment to transparency. By laying bare their actions, choices, and the intricacies of their supply chains, these brands have not only gained consumers’ trust but also proven that scalability is attainable through a clear and conscientious approach.
As we bid farewell to the conventional and – hopefully – embrace a new era of fashion, it is evident that these digital-native brands are poised to do even more. Armed with the desire to invest in innovative technologies and sustainable practices, they stand as beacons of change in an industry that is redefining itself.
Article by Júlia Vilaça, Contributor, PhotoBook Magazine
Tearsheets by Chenglin Qu, Graphic Design Intern, PhotoBook Magazine
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