Fashion revolution in Ireland as dress rental service tackles clothes pollution

Rag Revolution

A woman from Tipperary is taking on the environmental impact of fast fashion by starting her own designer dress rental service.

Edel Lyons, 31, a former marketing executive and fashion blogger started Rag Revolution just three months ago from her bedroom in Dublin, a premium fashion rental service that allows customers to rent dresses for special occasions, paying a fraction of the price, and returning the item when the event is over, helping save money – and the planet.

According to the Ellen McArthur Foundation, clothing production has approximately doubled in the last 15 years, while the annual value of clothing discarded prematurely is more than 350 billion euro.

While the average consumer bought 60% more clothes in 2014 than in 2000, people now keep each garment for half as long, and discarded clothing made of non-biodegradable fabrics can sit in landfills for up to 200 years.

Rag Revolution
(Brian Lawless/PA)

Second only to oil, the clothing and textile industry is the largest polluter in the world, and produces nearly 20% of global waste water.

As the drive to be more environmentally conscious becomes more immediate, Lyons saw a gap in the market for Ireland’s fashion forward to be more sustainable, supporting reuse instead of consumption.

“I had a lot of events over the last three years, balls or weddings and work functions and was struggling to find something a bit different but that wasn’t really expensive, and I didn’t like the fact I was only wearing things once, it wasn’t good for me money-wise or the environment.

“I kept seeing expensive and real statement pieces that I knew if I bought, I wouldn’t wear again. We’re not like our mums’ generation, we don’t keep pieces anymore for a long time.

“With social media having such a presence in our lives, we’re less likely to re-wear outfits, people don’t want to keep wearing these statement pieces because there’s already a picture of them wearing it on Instagram or Facebook, and it sounds awful but that’s how people are now.

I did some research and I couldn’t see anything that offered style that I would wear, and saw the gap and thought; ‘I should do this’

Edel Lyons

“While all this was going on, I was becoming more and more aware of the effect ‘fast fashion’ was having on the world.

“I am very environmentally conscious and I wouldn’t buy a lot of clothes, and stick to key pieces, and that’s how I fell into this idea.

“I did some research and I couldn’t see anything that offered style that I would wear, and saw the gap and thought; ‘I should do this’.”

Rag Revolution offers dresses from designer labels such as Rixo, Reformation, Olivia Rubin and Self-Portrait, who can command up to 400 euro for a dress, and rents them out for as little as 70 euro.

Lyons’ thoughts on the future of the industry runs parallel with economic experts, who predict that the way we think about clothes is about to shift, as the industry moves to cater to sustainability and mindful shoppers.

Recent research by Deloitte revealed over 80% of millennials across Australia, Canada, China, India, the UK and the US say it is important for companies take steps to diminish their environmental impact.

Edel Lyons with dress
Ms Lyons wants to support reuse of clothes (Brian Lawless/PA)

Consumers aged 25-35 are projected to spend 135 billion euro on sustainable goods by 2021.

“I’m quite interested in the industry and they’re predicting in a few years we’re not going to be buying clothes like we are now,” Lyons added. “We’re all headed toward buying key pieces, good jeans and boots – things like that, but you’re not going to have a wardrobe full of dresses from the high street or occasion-wear.

“At this rate the industry can’t keep going as it is, even in regard to the disposal of clothes. 90% of fashion go to a landfill and aren’t recycled. It’s on a lot of people’s minds now about how and where they shop, people used to want to have loads of clothes, but that’s a thing of the past, people are looking for something more sustainable.

“I’ve always wanted to do something like this and I just took the leap, it’s not for the fainthearted but it’s really satisfying, I’d tell anyone who has an idea to just go for it.”

[“source=virginmediatelevision”]

A New Accelerator Model Tackles Fashion Industry’s Supply Chains

Factory45 and Market45 founder Shannon Lohr wants to help smaller startups in the sustainable fashion space.Factory45

After launching her own apparel brand {r}evolution apparel,  Shannon Lohr was burnt out. She had raised more than $60,000 on Kickstarter in 2011 to bring the idea to life and then taken it to stores across the country. But she needed a break.

She did just that and came back with a new approach to changing the fashion industry — consulting new up-and-coming brands. Her latest platform, Market45 complements Factory45, an online accelerator program that takes sustainable apparel brands from idea to launch. Market45 offers to house their creations and connect them with online customers.

Lohr says that it was her firsthand experience of starting a company and how difficult it can be that led her to set up Factory45. Specifically, she says knows the uphill battle that it takes to break into the fashion industry where supply chains are complex and often inaccessible to smaller brands. Factory45 was the first part of the solution: a business school for sustainable fashion startups, helping connect entrepreneurs with sustainable suppliers around the world.

But this realization took time, nearly a decade. In 2011, Lohr and a friend decided to launch sustainable fashion brand {r}evolution. Following a Kickstarter campaign that became the highest-funded fashion project in Kickstarter history at the time, the pair tripled their goal and quadrupled their first production run. After a sustainable fashion tour of the Pacific Northwest, the two were exhausted though.

At the end of 2012, Lohr sold her portion of the company to her co-founder and moved into consulting, putting to use all the skills she’d picked up during her own stint as an apparel entrepreneur. Although she had stepped away from running her own brand, Lohr realized that all the time she had spent fighting to get her foot through the door could save other designers the effort.

[“source=forbes]