In a famous scene from The Devil Wears Prada, Meryl Streep’s ice queen fashion editor disdainfully dresses down her clueless assistant for failing to grasp the importance of the fashion establishment, ending by telling her, “you’re wearing a sweater that was selected for you by the people in this room.”

The world has changed a lot in the 15 years since The Devil Wears Prada was released, but the decisions about which trends will show up on retail shop floors are still largely centralised. …

Less shopping, more mindfulness, and a greater focus on sustainability than ever before

Photo by RomixImage on Adobe Stock

The past year has caused radical shifts across the entire spectrum of consumer habits. Even against this landscape of dramatic transformation, the ways in which we buy, wear, and think about clothing have perhaps seen some of the biggest changes.

Getting dressed in the morning becomes a different proposition when you have nowhere to go. Over the past year, comfort has become more important than ever and sales of workwear and party clothes have fallen off a cliff. …

The way we produce and consume clothing is going to change over the next 10 years. Here’s how.

Imagine it’s January 2031, you have job interview, and you don’t have anything to wear. If it’s a video interview, you can just wear a digital suit. If it’s in person though, what do you do?

You prop your iPhone up in the corner of the room and use an app to scan your body, grab your exact specs, and create a personalized digital avatar. You go online and choose the outfit you want — maybe a knit dress — and try it on virtually. You make a few tweaks (take in the waistline a bit, make the sleeves longer)…

If you’re like I used to be, you’ve never given that much thought to where your clothes come from. But it’s something we should all spend more time thinking about.

Photo by Hector J. Rivas on Unsplash

I never set out to work in the fashion industry. Then, about 18 months ago, I was recruited along with my cofounder Julia to launch a new venture at Founders Factory setting up a kind of incubator for influencer fashion brands. We’ve since pivoted to a completely different business model, but before we did that, we launched a few collections with influencers.

Producing a fashion collection took me to physical destinations I’d never given any thought to before — garment factories and hidden silk showrooms in Istanbul, unmarked warehouses in industrial parks in East London, a trade show in a…

More than you may think

There’s a sharp disconnect between the way the fashion industry talks about sustainability and the way consumers think about it. It’s not that fashion brands don’t understand that consumers care about the planet. But the gap is in understanding how consumers think about sustainability and just how savvy they’re becoming to the industry’s impact on the planet.

It seems like every day, another fashion brand launches a flashy new sustainability initiative.

How to stop banging your head against the wall trying to make it work when you’ve come up with something better

One of the best things about being an entrepreneur is the luxury of spending your working time doing meaningful things. I don’t mean that you spend all your time doing things you like, or that you never have to do anything tedious or unpleasant. What I mean is that you can’t afford to waste your time doing things that don’t materially improve the chances your business will succeed. So if you’re working on plan A and you realise there’s a plan B that’s way better, you should switch to plan B.

Last June, my cofounder Julia and I joined Founders…

I went to a sustainable fashion panel in London recently. The panelists were upbeat and passionate. They spent a lot of time talking about all the ways individual consumers can do better. They called upon industry to take action. They expressed optimism about things getting better, people waking up to the crisis, companies trying to do a better job of making their operations more sustainable. And they were wrong, wrong wrong.

First of all, things are not getting better. Consider the fashion industry specifically: 100 billion garments are produced globally each year, and of these, 20% are never sold. Carbon…

Scroll through a selection opinion pieces on the topic of influencers, and you’ll notice that quite often the word appears in quotation marks, like so:

The rise of “influencers” in a digital age

“Influencers” are not smarter than you and I

There seems to be a hint of derision, and it’s unclear why. Actually, influencers work their asses off (at least the successful ones do). Creating the copious volumes of compelling content required to build a genuinely engaged audience is nonstop, assiduous work.

The traditional currency of influence — fame — now comes with almost zero barriers to entry beyond…

A year ago, my cofounder Julia and I were gearing up to raise a seed round for our company Kidsorted. We were pumped! We’d raised a bit of money from friends and family already and we’d used it to make moves: we had product-market fit, we were building up a steady revenue stream, and our user numbers were consistently growing 15% a month. We had huge ambitions, and we were itching to close our round so we could take over the world. But (and maybe you’ve already guessed where this is headed) it wasn’t meant to be.

Kidsorted is still…

Lindsay Trombley

Co-Founder and Co-CEO @ Wovn → www.wovn.co

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