We know our customers are looking for sustainable fabric sources with specific performance attributes; so, indicating which mills carry certified fabrics with scientifically-proven levels of Sorona makes sense. The preferred mills will also gain access to promotional materials to support their communications with brands about their fabric offerings.

We created this network to streamline communication and transparency with the mills and with apparel brands. Similar to the mills, apparel brands sign up in the Sorona customer portal. Here they have access to a list of the preferred fabric mill partners along with the collection of different fabric types offered by each mill.

Brands need to tell their customers, the final consumer, what a material is composed of. The UK consumer research that I mentioned earlier resulted that 54% of consumers have no clue what ‘vegan leather’ is made of. It is important that consumers realise that so called ‘vegan alternative materials’ are largely made out of PU, PVC, plastics.

Tara Sartoria is named after Tara, the Buddhist goddess of compassion and protection. Tara was born from a lotus, the flower depicted in the Tara Sartoria logo. The goddess Tara has been known throughout the world for over 3,500 years. In comparison, Zara has existed for only 47 years.

Consumers are now having difficulties in recognising what is really sustainable from what is not really sustainable due to the high number of greenwashing cases. Brands need to act now: communication must be clear, precise, transparent, authentic, based on data and third-party tests, but at the same time attractive and inspiring, as we are part of the fashion business.

I hope I can show my employees a different way of working and, in doing so, broaden their views of the possibilities within the world of fashion. The local market here doesn’t necessarily have to work just on large inexpensive volume products—they can instead adjust their focus, and engage brands that emphasize the importance of good design and high quality materials.

Much has been said about working from home, the possibility to feel comfortable in one’s outfit but also the necessity to feel vital, ready to communicate and open to the world. We have learnt to look good on screen, to use make up and hairdos in a different way. As a result, in the concept of business wear, attention is given to a mixed fluidity that energetically questions categories and established divisions.

Fortunately, demand is going back to pre-pandemic rates, but forecasts remain unpredictable. Now the market does not focus only on function, but also social values such as sustainability and SDGs (UN Sustainable Development Goals). We have not experienced any visible change with purchasing/procurement due to the digitised world, but we are trying to approach new promotional methods to fit in it.

The last two years have been very complex and challenging, but our collection has sold very well, especially the sustainable products. We have invested in changing over half of the machine fleet for more efficient, and qualitatively better production while reducing waste. We have also invested in more recycling of water used for dyeing and greater energy savings through supplies from renewable sources.

I believe they have done what they could; nobody was prepared for it (the pandemic). It is important that the government can help support businesses, their workers, and the economy when we all start living with the virus. Since we are a big company (more than 250 workers), we are unable to receive most of the support.

Cotton is a nuanced industry with many complexities, from the way it is traded to the quality required to produce certain yarns or fabrics. It is a very scientific crop and to reduce your impact and maintain required qualities requires measurement and dedication. To grow a fibre that enhances nature and lends a hand to the environment my children and their offspring will pass on, is the best learning I have taken from this journey.

We have progressed as an industry from conversations of transparency, to a nice to have, into a necessity. The narrative is becoming very clear that honest transparent information attached to products is becoming a direction of normality for the supply chain and for brands to remain relevant to the conscious customer.