Exactly two years ago, on July 23, 2024, branding expert Claire Fahnenstich and I recorded this podcast episode. Two years later, it's more relevant than ever.
I had just before that the first part of my big Marketing Project for Sustainable Fashion —„walk4future“– completed: in 9 weeks, just under 1455km on foot alone, 40 events for the visibility of alternatives to the common fast fashion industry.
From this initial project, an entire community and many further sub-projects have emerged, all focused on making „Sustainable Fashion“ cool and desirable.
What's interesting isn't just what I said back then. What's interesting is what has proven true.
Why good values alone don't make a strong brand
In discussions about fashion, consumption, and branding, it became clear that bringing sustainable offerings out of their niche requires more than good intentions. It needs attractive products, clear positioning, consistent marketing – and personalities who give a brand a credible face.
