New Zealand-American footwear brand Allbirds labels every product with the amount of carbon emissions incurred through its production, use and end-of-life. “Until that information is accurately and transparently available to everyone, we’ll be going round in circles.”Īn increasing number of brands are offering transparency. We need to know every component of every product,” he says. “We need labelling on apparel and footwear to mirror food and drink. Veja lists all of its materials, impacts and certifications. Leach points to French footwear brand Veja as an example of how brands can embrace radical transparency.
When you communicate truthfully, the result is a lot more inspiring.” “These launches often have a lot of text and very little information, or the information is meaningless without further context. As a consultant, Leach works with media - the bridge between brand rhetoric and consumers - to digest and communicate new product launches marketed as sustainable. The key to earning consumer trust is to acknowledge shortfalls, says Alec Leach, founder of responsible fashion forum Future Dust.
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