Ghost Tee – Official Hasbullas T-Shirt

 What about from the other end of the market, for big brands? Because, again, everybody needs to get better at this. How do you see that happening?

I think for big brands it’s harder, because if they’re a huge brand they’ve been running a longer time, and it means there’s a company culture that will take a long time to undo. It can’t just be a media or marketing ploy to say, “We’re going to be sustainable now.” You have to implement positive change and good practice at every level. So I think it will take a while, but they can look at their own inventories, what they have left over, and look at who they can bring in to rework that. It could be an opportunity to work with a smaller designer. London’s got some great ones—so they can take their pick! How can they turn something that’s a liability into an asset?

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