The Real Truth about Launching a Sustainable Fashion Brand

One thing they don’t teach you in fashion school is how to start and run your own fashion brand. When I decided to go to FIDM, my dream was to become a fashion buyer, but after taking a Merchandise Math class and various buying courses that required me to use a calculator regularly, master advanced Excel, and deal with math on a daily basis, I quickly realized that this wasn’t the right path for me. In my final quarter, I enrolled in an entrepreneurship course, and that’s when I discovered my desire to create something unique and become a problem solver.

This class was a turning point in my life, igniting my passion and reshaping my goals. Coupled with a class that delved into production in the fashion industry, I became increasingly frustrated with the dirty, unethical, and outdated practices that harmed the environment, animals, and people—all in the name of cheap clothing. The more I learned about the behind-the-scenes of the industry, the more I embraced a sustainable lifestyle, reduced my shopping habits, and focused on building a brand that would eliminate these negative practices.

Launching a sustainable fashion brand in an industry filled with countless manufacturers, suppliers, and vendors that have yet to adopt sustainable and ethical practices has been a challenging and frustrating journey. Don’t get me wrong; I love the entire process. Turbulence and obstacles are inherent to creating a brand and running a business. However, there are things I wish I had known earlier.

Step 1. Protect your Brand Name

Protecting your business also safeguards your passion and everything you’ve created. I literally went lawyer shopping, and after meeting with four attorneys, I decided to initiate the trademark process for Unclad. I wanted to ensure the name was registered and approved for use before even thinking about development and production.

Step 2. Business Set-up

Once I had secured the name, I established the business and made it official! I conducted extensive research on this. Deciding whether to establish as a sole proprietorship, LLC, S Corp, etc., is a significant decision, each with its own set of requirements. I opted for the LLC structure for liability protection, ease of setup, and potential tax savings. However, it’s crucial to select the structure that aligns best with your business and your brand goals.

Step 3. Business License and Permits

One mistake I made was failing to apply for all the business licenses and permits from day one or immediately after establishing my LLC. Instead, because I wasn’t actively selling, I waited 3 years! Avoid repeating this mistake. When I eventually did submit my applications, I had to make a lump sum payment, covering all the preceding years since the inception of my business, resulting in a $2,000 expense. Always file for your business license and permits with your city. This action essentially allows you to conduct business within that specific jurisdiction.

Step 4. Branding Focus

The aspect of the process that I enjoyed the most was unquestionably the creation of the brand and design elements. This involved the process of gathering and refining the color palette, selecting fonts, crafting the overall brand aesthetics, defining the messaging, and establishing the brand’s tone of voice. This part of the journey allowed my designer and me to collaborate and unleash our creativity fully. Mapping out a clear path for the brand’s future was the most exciting part. I cannot emphasize enough how important it is to invest in your branding efforts right from the beginning, including logo design and visual identity. Effective branding is crucial for establishing a professional image and creating a recognizable identity for your audience or customers.

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Laura