CREATING A SUSTAINABLE PRIVATE FASHION LABELThomas McDonald

FMM-325

Southern New Hampshire University

OBJECTIVES AND GOALS

To create a men’s casual sportswear private label with materials and fabrics that are

created by using environmentally friendly methods of creation and production.

The second goal of this line is to make the consumer aware of the efforts being made

by manufacturers and retailers to make the clothes they wear by means less

harmful to the environment and to creatures that live in it.

We will demonstrate this commitment in a year round effort starting the a spring-

summer line to introduce the environmentally friendly products that are demonstrated

in this collection.

This project will begin it’s focus on Spring Fashions

DESIGN CRITERIA

Target Market: Men aged 30-60 years of age

Income: Upper Middle Class and Higher

Lifestyle: Generally Suburban, Traditional with a Sense of Fashion

Work Style: Business Casual to Casual

Family Status: Married or in a Relationship but can be single

Target Theme: Retro Fashions and Casual Traditional

Spring/ Summer Fabrics: Linen, Organic Cotton, Hemp, Bamboo (Viscose)

OUR MANUFACTURERS

Peerless Clothing, LLC Montreal, QC, Canada

Leading Manufacturer of Men’s Clothing in North America, produces 75 percent of all moderate priced men's clothing.

Has the best track record of meeting specifications of retailers and licensees including product requirements.

Currently, is working with their manufacturers to reduce waste and pollution in all of their facilities and will include retailers sustainability policies in their

Has factories in China, Indonesia, Vietnam and Montreal, Canada as well as a processing facility in St. Albans, Vermont.

Lucky Brands Corporation, Vernon, California

Leading adult trend denim company

Currently expanding U.S. facilities as it increases production.

Uses since 2013 fabric manufactured in North Carolina and assembled in California. Reducing

VF Corporation, Greensboro, NC

12 Billion Dollar, Multiple Label, Fashion Company

Has several division with global reputations in corporate sustainability, including Timberland, Nautica, and The North Face

Has among the highest standards in the clothing industry among major manufacturers.

Is working on improving working at their facilities overseas.

Has some the highest environmental sustainability standards in the fashion industry among major manufacturers

The Hempest, Cambridge, Massachusetts

Leading Retailer in the Specialty Hemp, Organic based clothing

Employs one of the largest hemp manufacturing facilities in China

Holds some of the highest standards for organic clothing manufacture

MEN’S LINEN SPORT COAT

Design: Mini-Herringbone Weave

Fit: Classic Fit (36-44 short, 36-50 regular, 38-50 long)

Fabric Type: 100 percent linen plain weave body

Fabric: Linen - body, Organic Cotton woven - liner

Dyeing: Cellouse Natural Dyes, Yarn Dyeing

Fasteners: Carved Wooden Buttons

Care: Dry Clean Only

Sustainability: Also uses cellulose fasteners and cellouse liner. Though not a preferred dyeing

technique, Natural Dyes along with ultraviolet exposure in the dyeing give the fabric a grainy

look we will be looking for to enhance natural fiber characteristics (Fletcher, K., Grose, L.,

2012)

Retail Price: 279.99

PRODUCT SPECIFICATIONSQuantity: 4,000 pieces for 160 store planned distribution.

Size Breakdown:

1 each 36 – 40s, 44s, 36r – 40r, 48r-50r, 38l-40l, 46l-50l (13 pieces)

2 each 42s, 42r, 44r, 46r, 42l, 44l (12 pieces)

Cost per piece: $75.00 including packaging costs and optional specifications.

Company of Manufacture: Peerless Clothing LLC

Country of Manufacturer: Canada

Nation of Manufacture: Indonesia, China, Canada

Transportation: Ship Transport to Canada if manufactured outside Canada, then to St. Albans, Vermont for Packaging.

Packaging: Recyclable Cardboard container, Recyclable plastic wrap and bio-degradable bar inside boxes.

Display on provided unfinished wooden hangars with dry applique.

Time frame from order to delivery: 60 days, 30 days if produced in Canada

WOVEN TOPS – MENS BOWLING STYLE CASUAL SHIRT

Design: Tropical Print and Classic Patterns

Fit: Classic (S-XXL).

Fabric Type: Chambray (Woven)

Fabric: Linen and Organic Cotton blend for lightweight and easy care

Fasteners: Carved Wooden Buttons

Care: Machine Wash Delicates, Hand Wash or Dry clean

Sustainability: Uses no solvent yarn dyeing and silkscreen printing, Uses a one step

printing process reducing water uses and solvents (Ibahima N., Eida B., Abd El-Azizb

B., Abou Elmaatyb A., 2013, September 12).

Price: $55.00

PRODUCT SPECIFICATIONS Quantity: 8,000 pieces for 160 store planned distribution.

Size Breakdown:

1 S – 2 M – 4L – 4XL-1XXL in 4 color swatches, 48 total

Cost per piece: $15.00 including packaging costs and optional specifications.

Company of Manufacture: VF

Country of Manufacturer: USA

Nation of Manufacture: China

Transportation: Ship Transport to California. Transported to our distribution

Packaging: Recyclable Cardboard container, Recyclable plastic wrap

Display: Recycled and recyclable black shirt hangers with size bagels

Time frame from order to delivery: 60 days.

MEN’S HEMP-ORGANIC COTTON INTERLOCK SHORT SLEEVE POLO SHIRT Design: Solids

Fit: Classic and Slim Fits (S-XXL)

Fabric Type: Interlock and Rib Trim

Fabric: Interlock: 55 percent Hemp and 45 percent Organic Cotton (rain fed) blend. Rib: 100

percent Organic Cotton.

Dyeing: Piece Dyeing for the body, Yarn Dyeing for Rib fabrics uses enzymes in the dyeing

process (Fan, Q., & Shao, J., 2012).

Fasteners: Carved Wooden Buttons

Care: Machine Washable

Sustainability: Currently will use hemp currently based in China as processing fabric is less

toxic (Carpenter, S. 2011, Jun 19), Gangloff, M. (2014, Feb 16).

Retail Price: $55.00

PRODUCT SPECIFICATIONS

Quantity: 8,000 pieces for 160 store planned distribution.

Size Breakdown:

1 S – 2 M – 4L – 4XL-1XXL in 4 color swatches, 48 total

Cost per piece: $17.50 including packaging costs and optional specifications.

Company of Manufacture: The Hempest

Country of Manufacturer: USA

Nation of Manufacture: China

Transportation: Ship Transport to Boston. Transported to our distribution

Packaging: Recyclable Cardboard container, Recyclable plastic wrap

Display: Products will be folded no hangers required.

Time frame from order to delivery: 60 days.

HEMP ORGANIC COTTON BLEND T-SHIRT Design: Tropical and Retro Styles

Fit: Classic and Fitted Styles (S-XXL)

Fabric Type: Jersey and Rib

Fabric: 55 percent Hemp and 45 percent Organic Cotton blend for lightweight and

easy care

Dyes: Natural Dyes fabric and soy based appliques

Care: Machine Wash Cold

Sustainability: Dues to it not requiring irrigation, Hemp uses a fraction of the water

required for irrigated cotton.

Retail Price: 40.00

PRODUCT SPECIFICATIONS

Quantity: 8,000 pieces for 160 store planned distribution.

Size Breakdown:

1 S – 2 M – 4L – 4XL-1XXL in 4 color swatches, 48 total

Cost per piece: $17.50 including packaging costs and optional specifications.

Company of Manufacture: Lucky Brands

Country of Manufacturer: USA

Nation of Manufacture: USA, North Carolina and California

Transportation: Transported from Lucky Manufacturing Facilities to our distribution centers

Packaging: Recyclable Cardboard container, Recyclable plastic wrap

Display: Products will be folded no hangers required.

Time frame from order to delivery: 60 days.

MEN’S HEMP JEANS

Design: Traditional and Carpenter Styles (30 -44 waist 30-32-34 inseam)

Fit: Classic and Relaxed

Fabric: Denim knit 55 percent hemp 45 percent organic cotton canvas not prewashed.

Fasteners: Recycled steel and brass riveting

Dyes: Natural, Yarn Dyeing

Care: Machine Wash Cold

Sustainability: Using Natural Dyes, Not Prewashing, like that of the Levi’s “501”

jean, further reduce water useage. Environmental impacts of production already

reduced with fiber use (Carpenter, S. 2011, Jun 19).

Retail Price: 90.00

PRODUCT SPECIFICATIONS Quantity: 8,000 pieces for 160 store planned distribution.

Size Breakdown:

1 ea 30-30,32-30,32-30,32-32, 42-30,42-32,44-30,44-32

2 ea 34-30,34-32,36-30,36-32,38-30,38-32,40-30,40-32

in 2 color swatches, 48 total

Cost per piece: $20 including packaging costs and optional specifications.

Company of Manufacture: The Hempest, Lucky Brands

Country of Manufacturer: USA

Nation of Manufacture: China, USA (North Carolina, California)

Transportation: Air Cargo, Truck Transport to Boston. Transported to our distribution

Packaging: Recyclable Cardboard container, Recyclable plastic wrap

Display: Products will be folded no hangers required.

Time frame from order to delivery: 60 days.

MEN’S ALL HEMP CARGO SHORTS Design: Saguenay Chino Cargo Short

Fit: Classic Fit

Fabric: Canvas Knit, 100% Hemp Ramie

Dyes: Natural and Low Sulfur universal dyes, piece dyeing for reduced

environmental impact (Fan, Q., & Shao, J., 2012).

Fasteners :Wooden and Recycled Glass Buttons, recycled plated metal zippers.

Sustainability: Shorts are able to be piece dyed.

Retail Price: $55.00 (Matches pricing from Duluth Trading Company)

PRODUCT SPECIFICATIONS Quantity: 8,000 pieces for 160 store planned distribution.

Size Breakdown:

1 each in 30,32,42,44 2 each in 34,36,38,40 in 4 color swatches, 48 total

Cost per piece: $17.50 including packaging costs and optional specifications.

Company of Manufacture: The Hempest

Country of Manufacturer: USA

Nation of Manufacture: China

Transportation: Ship Transport to Boston. Transported to our distribution

Packaging: Recyclable Cardboard container, Recyclable plastic wrap

Display: Products will be folded no hangers required.

Time frame from order to delivery: 60 days.

KEYS TO MAKING THE LINE MORE SUSTAINABLE

Design, Manufacturing and Distribution

Communicating to the manufacturer our goals for the line

what our standards will be for the line.

Seeking the most expedient means to have an efficient supply

chain. This includes working with companies that have an

interest in manufacturing in North America

A desire to have as many products as possible manufactured

in North America, where transportation costs are reduced.

This allows us to see the entire supply chain up close and

attractive customers desiring locally produced products.

Environmental Standards

Set standards for organic content, carbon footprint, water

usage in compliance with independent standards when

possible otherwise industry standards.

Merchandising Standards

All packaging, display materials has to be made from

recycled materials.

Marketing Approaches

Use of outdoor, casual and recreational themes to sell our

products. That the fashion line is both in tune with the

environment and the wearer. The key is the amount of

organic and recycled material the line uses.

Sales Approaches

The sales associates and management are educated in the

purpose of line, what the fashions in the line are made of.

This information then can be utilized by associates on the

sales floor with their customers.

SUMMARY

Our goals are to grow a business that while profitable

focuses on providing products to the consumer that utilize a

greater amount of organic materials that while are

fashionable are created with less effect on the environment.

Presenting products that use materials that reduce energy use

that are organically grown, dyed with natural and non toxic

dyes.

While being a fashion line that is environmentally conscious,

the

SOURCES

Fletcher, K., Grose L., (2012). Fashion and Sustainability: Design for Change, Lawrence King Publishing, Ltd., London.

N.A. Ibahima, B.M. Eida, E. Abd El-Azizb, T.M. Abou Elmaatyb, (2013, September 12). Functionalization of linen/cotton pigment prints using inorganic nano structure Materials,

Carbohydrate Polymers, Volume 97, Issue 2,, Pages 537–545, retrieved from http://dx.doi.org.ezproxy.snhu.edu/10.1016/j.carbpol.2013.04.084

Fan, Q., & Shao, J. (2012). Eco-Dyeing, Finishing and Green Chemistry : Selected, Peer Reviewed Papers From the 2011 International Conference on Eco-Dyeing, Finishing, and Green

Chemistry (EDFGC 2011), June 8-12, 2011, Hangzhou, China. Durnten-Zurich, Switzerland: Trans Tech Publications.

Carpenter, S. (2011, Jun 19). ESSENTIAL ELEMENTS; green textiles on the fringes; here's how plant-based fabrics flax, hemp, bamboo and tencel stack up in terms of sustainability. Los

Angeles Times Retrieved from http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/872441854?accountid=3783

Gangloff, M. (2014, Feb 16). Farm bill raising hopes for hemp. The Roanoke Times Retrieved from http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/1498438775?

accountid=3783

RESOURCES: Photographs:

Lucky Denim Photo: Retrieved March 28, 2014 from https://www.lucky.com

Carhartt Fishing T-shirt Retrieved June 1, 2014 from http://www.carhartt.com

Linen Blazer Photo (1): Retrieved May 17, 2014 from http://www.brooksbrothers.com

Linen Blazer Photo (2): Retrieved May 17, 2014 from http://www.lyst.com

Hawaiiian Bowling Shirt Photo: Retrieved May 15, 2014 from http://www.americanbowlingapparel.com/Bowling_Shirts_His_Hers_1.html

Linen – Cotton Cambray Fabric: Photo Retrieved May 15, 2014 from http://www.hartsfabric.com

Tiki Bowling Shirt Photo: Retrieved May 15, 2014 from http://shop.catslikeus.com/products/steady-clothing-tiki-beat-atomic-bowling-shirt

Wooden Buttons Photo: Retrieved May 15, 2014 from http://www.aliexpress.com/store

Classic Bowling Shirt Photo: Retrieved June 1, 2014 from http://www.vintagedancer.com

Butternut Polo Shirt Photo: Retrieved May 16, 2014 from http://www.sierratradingpost.com

Mens Polo Shirt Photo: Retrieved June 1, 2014 from http://www.dashhemp.com

Life Unleashed T-Shirt Photo Retrieved May 15, 2014 from: www.guidedogsstore.org

Striped Jersey Photo Retrieved May 15, 2014 from: www.tr-fabrics.com-

Masculine Florals Photo Retrived May 15, 2014 from: http://garconstyle.blogspot.com

RESOURCES: Photographs:

Blue Jersey Fabric Photo Retrieved May 15, 2014 from: http://www.aliexpress.com/store

T-shirt photo Retrieved June 2, 2014 from: http://www.vogueorganics.com

Jeans Photo: Retrieved May 16, 2014 from: http://www.duluthtradingco.com

Hemp Canvas Photo: Retrieved May 18, 2014 from: http://www.tri-kes.com

Group Chino Photo Retrieved May 31,2014 from http://www.dailymailuk.com

Shorts Photo: Retrieved May 16, 2014 from: http://www.chinagarments.com

Hemp Ramie Photo Retrieved May 18, 2014 from: http://www.hiwtc.com/products/pure-ramie-fabric-4899-69851.htm

Mens Hemp Shorts Photo Retrieved May 31,2014 from: http://www.rawganique.com

Mens Short-Sleeve Shirt Photo Retrieved May 31, 2014 from: Http://www.lyst.com

Websites:

Peerless Clothing: http://www.peerless-clothing.com/en/

VF Corporation: http://www.vfc.com/

Lucky Brands: http://www.luckybrand.com/

The Hempest: www.hempest.com/