Creating Green Fashion Industry: Is It a Dream? – Part 2

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The previous industry discusses the idea of green fashion industry developed by Alex Franklin and Michael Williams. In an interview with a Forbes’ contributor, they elaborated the business concept to protect the environment from the ‘dirty cotton.’ Now the question what actually makes the business different from the rest of the industry?

Green Fashion Industry: Distinguishing Pillars

Alex Franklin noted that there are three main pillars, which set the business apart of the rest of the garment industry. They are the following:

  • Ethics and sustainability; there are expectations about ethics and sustainability within AM Custom Clothing. The business was founded with the mission to make a difference in how the clothing products are created. They focus on products worn every day, such as uniform, work wear, promotional clothing, or retail uniform.

Creating Green Fashion Industry: Is It a Dream? – Part 2

  • Superior services. They call it market-beating service. What does this mean? With a scalable business model, they can deliver the clothing products even faster than the industry average.
  • Different pricing. Alex Franklin calls this the real deal breaker. They have a commitment to deliver greater value of the business. They can achieve this by providing the customers with the best products at the best prices.

The two business owners combined those pillars with leading technology. A scalable and dynamic supply allows them to apply very low minimum order quantities. As a result, they can cater the needs of small or middle-sized industries, which need only few sheets of clothing for their staffs. On the other hand, the technology also allows them to cater the needs of global brands.

Green Fashion Industry: The Supply Chain

Still in the interview with Lucy Sherriff, Alex Franklin told the secret points in their supply chain. The keys of the supply chain include the following:

Certified suppliers

They collaborated only with certified suppliers. Certifications from Fairtrade Foundation & the Fair Wear Foundation assure that the products made by the suppliers meet the international standards. The founders tried their best to get everything right from the start. They tried to avoid problems later down the line. As a result, they can build long-term relationship with the core suppliers and customers.

Quality Check

This is certainly the standard in any industry. However, AM Custom Clothing does it with commitment. They have all the products checked before leaving the facilities. The company applies a strict quality control system to make sure that all products meet the clients’ requirements.

With such a business concept, AM Custom Clothing successfully builds partnership with leading brands. In 2017, it had several hundred clients and supplied more than 50.000 pieces of garments. The main clients included global brands like Net-A-Prter, Yoox, Castore, Starling Bank, Ekachai restaurant chain, and many more.

This year, AM Custom Clothing is targeting a turnover of £1 million. For this, the founders have invested tens of thousands for technology and product ranges. Of course, they will also face more competitions in the future. However, as environment issues become increasingly prevalent in the last several years, green fashion industry seems to be a promising alternative. Let the time answers and proves it.

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