Production is at the heart of every fashion and luxury company. It is also the most tedious and demanding components of the business. In an era where consumers are keen on knowing about where, how and who creates the garments they wear, a fully transparent and sustainable supply chain becomes intrinsic to the brand DNA. Production is no longer a process that takes place backdoors. In these modern and more mindful times, the process from sourcing to logistics is front and center.
To the aspiring brand founder, finding the right suppliers and producers can take years – at best. Even existing or established sustainable brands continue to search for ways to stay true to their ethos of creating positive impact. There are no clear and simple roadmaps when it comes to scouting ethical or sustainable partners. If at all, it’s an endless pursuit, typically informed by trial and error. While certifications and eco – labels provide some form of guideline, they also raise the issue of ‘greenwashing’ and real ‘on – ground’ benefits. Let’s not forget the hefty price tag that comes with getting certified.
There are just few of the hurdles that keep a dream from coming into fruition. This hostile climate for budding brands also inspired fashion industry visionary Courtney Capretto (of 10 Corso and Capretta fame) to launch a customizable, on – demand athleisure brand building service, The Athletic Mvmnt. The idea was to create a company dedicated to holding the hands of both new and seasoned brands as they navigate the development, design and production of sustainable athleisure wear.
Courtney confides, ‘I know firsthand how overhelming it can be to create an apparel brand. I’ve been asked countless questions about this process and thought what better way to share all I’ve learned than by creating an easy to use way for creatives and brands to build their own apparel lines.’ This was the take off point for creating a brand building at The Athletics Mvmnt that is efficient, technology – driven and user – friendly.
Everything happens through the company’s website – from selection of styles, application of logos to resizing or alterations. The main idea is to walk brands through the entire process from vision to design and delivery. Built Your Brand service features a curated collection of 30 styles. These existing designs that may be altered, cropped or customized according to preference. There is also option to upload own color ways and logo details to create looks that are distinct. Apart from garments, The Athletics Mvmnt also covers custom packaging, tags, labels, and design services for logos and artwork.
There is a wide selection of fabrics on offer, all of which are eco – friendly and sustainably – made. The team details, ‘By offering materials such as recycled and organic cotton, to fibers like Tencel and Modal, we give brands easy access to sustainable apparel alternatives.’ Manufacturers engaged to produce orders also share in the same commitment to sustainable fashion. Everything from Athletics Mvment is locally manufactured at a Los Angeles based, family – run facility. They employ innovations such as digital measuring and placing prior to cutting fabric to minimize waste.
After the design phase, 3D previews are made available. The team expounds, ‘The Athletics Mvmt then offers sample packs, including a baseline style reference to provide quality and construction reference, along with fabric swatches / options, and a welcome letter with instructions on next steps to complete the order’. As soon a final designs are approved, The Athletics Mvmnt then taps into its wide network or makers and suppliers to deliver quality, sustainable collection with a s 30 – day turnout.
Development expertise, a trusted roster of supply and production partners as well as decades – worth of research are other benefits offered by The Athletics Mvmnt. Typically these would require an expansive and expensive team of consultands to access. It also takes out the guesswork in tryping to establish a responsible yet profitable enterprise. Courtney ends, ‘I want clients to have peace of mind knowing they are working with reputable, trusted and likeminded partners who won’t take them for a ride and who are committed to sustainability’.