How are value chains evolving in the fashion industry?
Article by: FASHIONUNITED | Press Club
In previous articles we described the importance of material choice and use throughout the fashion textile chain, and how consumers are provided with actionable insights to care for clothing and extend its lifespan. New business models are required in collaboration with fashion brands to enable a circular supply chain, given their significant influence on the chain. In addition to designing for long-term, intensive use or repair and material selection, there is considerable CO2 emissions associated with transportation, water usage in production, and ongoing concerns about working conditions.
What solutions are available to facilitate more local production (in Europe)? How can we minimize material waste during the production process? How can a brand take responsibility for products sold under the Product-as-a-Service (PaaS) model? The four startups highlighted in this article are creating new chains with existing brands to address these challenges.
Transforming fashion: Mended's call to action for sustainable brands
The story of Mended begins at the point where your day starts: in front of your wardrobe. We all have that stack of clothing sitting unworn in the closet. While we claim we’ll do something with it someday, it often proves easier to discard the clothing.
Mended offers an alternative way to preserve your clothing. “We make repairs, alterations, and resale as easy as buying something new, both for brands and individuals.” The Mended platform bridges the gap between brands, individuals, and their certified network of craftsmen. The goal is to make your clothing fit better and last longer, allowing you to derive more value from your clothing beyond just one adventure, user, or season.
Mended is looking for brands that want to join in on repairing and increasing the value of a garment. Therefore, their business model is based on forming partnerships with brands that share the same vision and operate in the same way as Mended. With the launch of their new platform, they are seeking clothing brands that want to join in.
Production on demand, and direct to consumer: Atalyé
Atalyé offers a software solution combined with a physical experience that enables the purchase and production of custom-made clothing. The consumer utilizes a 3D body scanner, and Atalyé’s software converts this into a customized digital sewing pattern ready for production.
The customer onboarding experience begins at a flagship store of a brand. Customers are 3D scanned (the scan takes 20 seconds) and choose the design they want from a collection of digital and physical samples. After the purchase, customers receive a link to a personal profile where they can track the order. The Atalyé team generates a customized digital pattern, which is then sent to an eco-factory that produces the custom item within a few days. The item is then shipped directly to the customers. Customers can follow the process and know who made the item for them, when, and where. This experience provides transparency in the manufacturing process. Atalyé facilitates repeat orders with stored body data and offers a scanning experience with direct access to available items in flagship stores, enabling customers to responsibly order online.
The mission of Atalyé is to redirect the status quo of the fashion production chain towards on-demand manufacturing—producing clothing only after they are sold. “We believe that this way we can reduce waste in the fashion industry by producing only what is needed and desired. It is widely known that too much clothing is produced, much of which ends up in landfills. Fit and size are the main reasons for clothing returns. 80% of waste occurs before items actually reach the warehouses. Changing the system will have a significant impact on the planet.”
Atalyé is seeking collaboration with brands that share the same vision.
Atelier MADE HERE: What’s behind the made-to-order model?
Meet Atelier MADE HERE. “We not only aim for a circular transition but also for a just circular transition where we value the makers.” Atelier MADE HERE transforms the narrative of the textile production industry by working according to the made-to-order principle and by upcycling for their partners. This approach creates employment in the circular textile industry, giving the makers the recognition they deserve.
The made-to-order model means they only produce what is actually purchased, without generating unsold inventory. They do this in collaboration with a carefully selected group of brands in Amsterdam, such as Lovely Lane, Elle La, and Alexandra Barker. Additionally, they upcycle textiles for brands to extend their lifespan by creating unique items for brands like Kemkes, KODA Amsterdam, and Novembre.
“With our recent collaboration with Pantar, we aim to create more long-term jobs for makers in the coming years, up to 25 by the end of 2026.”
Communication is the key to accelerate the change to a healthy fashion industry: MUMSTER
MUMSTER is the world’s first agency dedicated entirely to highlighting the visions and important work of fashion pioneers with the goal of accelerating change in the fashion industry. Their mission is to empower fashion pioneers to expedite change in the fashion industry.
The agency designs, produces, and launches PR campaigns to disseminate the vision of fashion pioneers and their work through various channels such as events, radio, TV, newspapers, magazines, and ambassadors. Additionally, MUMSTER’s versatile team provides support to fashion pioneers in their overall communication and marketing activities based on individual needs.
MUMSTER is currently taking the next step to increase its impact by creating a conscious fashion community in Amsterdam. This will serve as a home for fashion pioneers to come together to collaborate, organize knowledge-sharing activities, and connect pioneers with major brands, consumers, and the government. The shared goal is to accelerate change in the fashion industry collectively. To achieve this, MUMSTER is seeking partners and a suitable location in the center of Amsterdam.
MUMSTER is continually looking for more inspiring pioneers to spotlight and amplify their impact. Whether it’s support in PR, communication, and marketing or being part of the community to connect with potential clients, partners, or other stakeholders—MUMSTER looks forward to engaging with interested individuals.
This series of three articles is part of the Circular Innovation Campaign (CIC) by Impact Hub Amsterdam, Metabolic, and Bankers Without Boundaries, made possible by the Municipality of Amsterdam, Stichting DOEN, and Goldschmeding Foundation. The goal of this initiative is to make the fashion & textile sector circular as quickly as possible and stimulate high-quality employment through innovative business models. These startups are specifically selected for their concrete contributions to innovative new models for the entire chain. In earlier parts of this three-part series, Fashion United wrote about:
Article 1: Three innovative ways to use materials Drie innovatieve manieren om overgebleven materialen te gebruiken
Article 2: How do we involve consumers in conscious consumption and responsible use of clothing? Hoe betrekken we de consumenten bij bewust consumeren en verantwoord kledinggebruik?