How New Sustainable Fashion Brands Are Captivating Shoppers

Navigating the fashion world has become increasingly intricate, particularly for smaller and emerging designers. With ongoing economic fluctuations, the rise of digital tools like AI, an evolution in shopping experiences, and continual changes in consumer behavior, one fundamental theme has emerged: a stronger emphasis on conscious, sustainable, and circular practices. However, merely labeling a brand as “sustainable” does not ensure its triumph. For brands and designers to genuinely connect with consumers and turn curiosity into purchases, they need to delve deeper than surface-level marketing.
To gain insights into current sustainability messaging, we chatted with three alumni from the Redress Award Design (RDA): Isabel Annaiss Yucra Mancilla from Activism, Eric Wong from Absurd Laboratory, and Pat Guzik. They shared how they incorporate their brand values, missions, and practices into establishing viable businesses in a challenging market.

The “Say-Do” Gap: From Concept to Everyday Practice

Research on consumer behavior reveals a notable “say-do” gap among shoppers globally concerning sustainable fashion. While 75% of consumers identify as conscious buyers, they only make purchases aligned with these values about 33% of the time. This highlights a significant disconnect between intentions and actions.
For sustainable fashion designers, this gap translates to a familiar challenge: consumers who are intrigued by the story but hesitate to make a purchase.

Pat Guzik, whose brand emphasizes transparent production in Poland, recalls her experience in the 2016 Redress Design Award. “Back then, only a few in my country understood ‘sustainable fashion.’ Today, questions about the origins of my clothing are fundamental,” she states. While awareness has surged, skepticism has also intensified due to prevalent greenwashing and the misuse of the ‘sustainable’ label.
Eric Wong from Absurd Laboratory shares that since 2011, he has seen consumer interest evolve. His clientele now consists primarily of Gen Z customers, who not only want to connect with the brand story but also seek transparency and accountability. However, this heightened awareness doesn’t automatically lead to increased purchases.

As Annaiss Yucra Mancilla, the founder of Artivisit, notes, making sustainability appealing rather than a moral obligation is crucial. “We focus on emotional connections: demonstrating how each piece supports artisans and preserves traditions,” she explains. To successfully address this challenge and combat greenwashing fears, Wong, Guzik, and Mancilla have adopted unique strategies that reflect the key approaches discussed in the webinar ‘Does Sustainability Actually Sell.’ Even as smaller brands, they’ve managed to implement these strategies with resourceful innovation and genuine authenticity.

Shifting from “We” to “Me”: Personalizing the Message

Guzik found that her most impactful approach is her commitment to transparent production. “Educating customers about the production process creates a special bond. Knowing their bag was made by someone specific adds a human element,” she notes. This personal touch transforms faceless factory workers into relatable individuals, fostering genuine connections.
Mancilla enhances her designs with storytelling, calling her creations “cultural artifacts” representing hours of artisan labor. “Each piece tells a story that the customer continues when they wear it,” she explains, emphasizing the unique and enduring value of slow production.

For these designers, storytelling is crucial to bridging consumer interest and action, extending beyond traditional marketing. “I weave stories into my brand, creating a labyrinth of symbols through designs,” Guzik shares, detailing the creative journey behind each collection. Wong showcases his brand’s narrative using “heritage tags” that outline the origin and environmental impact of his pieces, while also engaging customers with interactive content on social media.

Transparent Education Without Overwhelming Consumers

All three designers highlight the significance of transparency in their storytelling, but emphasize the need for accessible education. By using clear language, they can combat greenwashing and build lasting consumer relationships. Wong, for instance, hosts workshops to educate customers on upcycling their clothing, fostering hands-on connections to sustainability.
Guzik provides clear information on product tags and a detailed website, prioritizing easy-to-understand sustainability initiatives. Mancilla demonstrates her production methods through visual storytelling, emphasizing cultural identity while showcasing innovative techniques.

Building Community Connections Over Corporate Interests

With limited marketing budgets, Wong, Guzik, and Mancilla leverage community building to boost brand presence. Wong encourages user-generated content, allowing customers to share their styled pieces on social media, providing social proof without hefty advertising costs.
For Guzik, community represents both a strategic tool and a support network. “Building a community that shares our values fosters loyalty and encourages conscious purchasing,” she states. The RDA alumni network is a testament to this support system, creating opportunities for sharing experiences and insights.

Addressing the Price Point Dilemma

Another significant barrier these designers face in turning interest into sales is pricing. Wong’s remade pieces are often 200-300% more expensive than typical fast-fashion garments. Guzik, focusing on local producers, does not offer seasonal discounts, and Mancilla’s designs require extensive artisan labor and innovative materials, resulting in higher costs. How do they justify these prices?
Mancilla emphasizes that each piece is not merely clothing; it’s a cultural artifact. “The value lies in longevity, uniqueness, and ethical creation—it’s an investment,” she asserts. Wong highlights cost savings by showcasing the durability of his pieces, while Guzik embraces quality and longevity in her creations.

To enhance accessibility, these designers also offer entry-level pricing. Wong’s strategy includes lower-cost accessories and limited-edition releases, while Guzik’s one-size-fits-all designs cater to shared usage, encouraging sustainability through multi-person accessibility.

Embracing the Sustainable Niche Amid Challenges

All three designers realize they do not compete directly with fast fashion entities. “We’re not aiming to compete with Zara; we’re offering an alternative for conscious consumers,” states Guzik. They focus on creating meaningful relationships with customers rather than chasing mass production.
This philosophy resonates within the current luxury scrutiny, as Mancilla notes that consumers are questioning pricing transparency. “Our brands combine luxury with authentic sustainability,” she affirms, highlighting what traditional luxury often overlooks.

Despite creative strategies, these designers face real structural hurdles. Guzik, who self-finances, struggles with maintaining cash flow as she grows her brand. Wong contends with sourcing consistent high-quality materials, while Mancilla grapples with balancing craftsmanship with scalability.
Still, they remain dedicated to building sustainable brands. Being part of the RDA community reinforces their belief that, while the path may be arduous, it is worthwhile. “I am confident we can create a significant impact,” Guzik remarks, with Mancilla echoing the sentiment that they are part of a collective effort to redefine fashion’s role.

For emerging sustainable designers, true success lies in authentic communication and shared values. Wong, Guzik, and Mancilla illustrate that bridging the “say-do” gap requires creativity, persistence, and an unwavering commitment to honesty. Their strategies, ranging from personal narratives to accessible education, community engagement, and fair pricing, set a precedent for other brands aspiring to embrace innovative practices. In a crowded marketplace, their approaches underscore that real change comes from demonstrating values rather than merely stating them.