Vogue, Yellow and Sustainable

It turns out that playing Yellow can be green. Chris Martin and his band Coldplay recently played a concert in Amman, Jordan which was aired globally. Coldplay see travelling around the world playing concerts and the mass consumption of products at each concert as a huge drain on global resource. Vogue Italia have also made a similar sustainability stance and won’t be featuring any photoshoots on its January 2020 issue to highlight the impact of photoshoots in print magazines.

So, what of the clothing industry and sustainability? According to a United Nations study, the fashion industry is responsible for about 10% of all greenhouse gas emissions, 20% of all wastewater, and consumes more energy than the airline and shipping industries combined. With the airline industry changing- Easyjet have recently announced that they plan to offset all the carbon from across their fleet globally. The fashion industry must change its ways. A report by British NGO Fashion Revolution revealed that one in three European consumers take sustainability into account when shopping for clothes. So, not only for the huge environmental pressure to change but consumers are acting with their wallets and demanding change too.

Some of the greenest fashion retailers include the footwear retailer All Birds which was born out of a desire to create footwear from a sustainable resource. They are certified as a B Corp, one of only ten fashion B Corps in the UK. Which means that they balance profit with people and the planet and meet the highest standards of social and environmental performance. Another retailer on the B Corp list is Patagonia– they believe that the best thing we can do for the planet is cut down on consumption and get more use out of stuff we already own. Patagonia has started its own Worn Wear brand, which is sold online and in their latest pop up shop in Boulder, Colorado. The collection offers a selection of used products the brand buys back from customers, washes, mends, and redesigns.

Not only is the resale market good for the environment in that it produces less products, according to a recent report produced by resale platform Thredup it has also grown 21 times faster than the first-hand retail market over the last 3 years. This is driven by younger more sustainability minded consumers, who are also embracing new retail concepts. By Rotation is a retail rental company, where you can rent dresses, handbags and everything you need for a full designer wardrobe, letting you carry that coveted Gucci bag you’ve had your eye on for £10 a day!

With retailers engaging with sustainability, how can landlords also do the same. Barak Obama recently spoke at the Greenbuild conference in Atlanta. Here, he spoke about best way to communicate sustainability is to make the connection between sustainability and sense of place.

Obama talked about how a framework might work in a neighbourhood: “The first thing I want to do is just go around and talk to them and find out, how do people live? What are their concerns? What do they think about their homes, what do they think about their neighbours, what works, what doesn’t? Because when you listen, it turns out that you get a sense of what people’s priorities are, what their values are, what their worries are,” he said. “Then, figure out how to shape a sustainable agenda around those concerns.”

At P-THREE this is how we think- what do people want? We always bringing it back to the people using the places and properties we create. Just like Obama says “sometimes we like to tell people what they should think is important, rather than actually asking them what’s important to you. Your first job is not to talk, but to listen.”