An Open Letter to the Sustainable Fashion Community: Embracing Thought Collaboration for Systemic Change
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In the latest edition of Notes from Brittany, we’re reaching beyond our usual discussions to address a fundamental paradox within the sustainable fashion industry. Innovation is our collective mantra, yet the journey from concept to practice often finds itself mired in skepticism rather than support. Today, Brittany shares an open letter to our industry—a call to arms, if you will—not for the creation of more ideas, but for a transformation in the way we nurture them.
The fashion industry is at a critical juncture where systemic change is not just necessary but urgently needed to address both environmental and social issues. To achieve a sustainable, regenerative, and equitable future, the industry must embrace a new system —one that is holistic, inclusive, and actively reduces our impact on people and the planet.
The challenge, however, is that this “new system” is not fully defined, nor is the path to it.
We often talk about the need for collaboration to tackle the challenges facing the fashion industry and make progress on sustainability. This collaboration typically materializes into tangible aspects like partnerships, coalitions, collections, and industry-wide initiatives, which are vital for progress. However, I’d argue that collaboration must also encompass intangible aspects like Thought Collaboration —a collective intellectual effort where individuals actively engage with a diversity of viewpoints, openly share and refine ideas, and contribute constructively to discussions, even when they have reservations or disagreements.
Thought Collaboration is a commitment to support the development and implementation of ideas by providing thoughtful feedback, resources, and encouragement, with the understanding that the success of the brand or organization is paramount. This concept emphasizes the importance of a supportive and open-minded culture where the goal is not to have unanimous agreement but to constructively build on each contribution to achieve a sustainable and innovative outcome.
As an industry, we talk ad nauseam about the need for innovation—the need for new systems and new ideas. During industry roundtables and conferences, we're tasked with dreaming big—imagining the transformative future of fashion. There's an enthusiasm for innovation in these sessions and a collective call to re-envision what we do and how we do it. Yet, paradoxically, when people and companies step out of the ideation phase and attempt to actualize these concepts—be they novel or reinventions of past strategies—the tone shifts. Suddenly, there's a barrage of skepticism, with critiques honing in on reasons for failure rather than fostering discussions on improvement and growth.
I’m not saying that we shouldn’t provide constructive criticism. Constructive criticism is undoubtedly essential for refining ideas. However, how we deliver feedback—its tone, underlying intent, and how it’s conveyed—can either foster an environment of growth and innovation or inhibit it. The intent of emphasizing a supportive approach to new ideas and Thought Collaboration is not to underplay criticism but to suggest a shift in its application. Criticism should be a tool for improvement, not a means of shutting down exploration. It's about asking, “How can we make this work?” instead of saying, “This won't work.”
Business decisions must be practical and aimed at success. However, history has shown us that today's untested ideas can become tomorrow's breakthroughs. The practical solutions of the present were once the untested ideas of the past. By fostering an environment that allows for the nurturing of new ideas, we increase our chances of discovering novel solutions that could offer greater long-term viability and success, not just immediate returns. Even ideas that initially appear unrealistic can possess valuable elements and can spark a trajectory of thinking that leads to viable solutions.
If a company is venturing into a strategy that you found unsuccessful, it's far more constructive to share the obstacles you encountered to help aid them in refining their approach (taking into account that both the economic landscape and consumer mindsets have significantly evolved since then) instead of blanket statement saying it wont work.
If we genuinely want to create a “new system,” why are we so quick to critique and dismiss concepts rather than leveraging our collective experiences and viewpoints to strengthen and support these emergent ideas toward achieving sustainability? If we truly want innovation, why do we stifle risk-taking in this way?
Fostering a culture of innovation is not just about generating new ideas but also about how we respond to and nurture those ideas.
As we look for new solutions, I'm calling for an industry-wide shift toward embracing uncertainty as a catalyst for growth — where ideas are met with curiosity and a constructive approach, fostering an environment that celebrates experimentation and learns from every outcome.
We don’t need more people saying why things won't work. We need more voices offering insights and perspectives on how to refine and evolve these concepts. If you're skeptical about an idea's viability, it's important to voice your concerns, but it's equally important to be constructive. Alongside your critique, offer a potential solution or alternative. This ensures that the conversation remains forward-moving and solution-focused, not just problem-oriented.
Embracing Thought Collaboration means shifting from a mindset that preemptively looks for flaws in new ideas to one that actively seeks to make them work. It's about nurturing a culture that values risk-taking and experimental thinking, which is crucial for challenging existing paradigms in the fashion industry. By meeting new concepts with curiosity and offering constructive feedback coupled with potential solutions, we leverage diverse experiences to bolster emerging ideas. This approach not only fosters a supportive environment for innovation but is also a step towards building a truly sustainable and successful future in fashion. It's a transformative process that combines the courage to experiment with the wisdom of collective insight.
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About the Author Brittany Sierra is the Founder and CEO of the Sustainable Fashion Forum. She’s based in Portland, Oregon. |
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