Silk Laundry transcends trends to advocate for style and sustainability under the creative direction of its founder.
The post Founder of Silk Laundry on building a sustainable global fashion brand appeared first on Inside Retail Australia.
Silk Laundry was founded by Katie Kolodinski in 2015 and has earned a reputation in the fashion industry for its considered approach to design.
Kolodinski’s personal ethos of sustainability is a thread that seamlessly runs throughout the fashion brand, from fabric sourcing to the design and construction of Silk Laundry’s garments.
“I think sustainability is a hard one to define, and there has been so much greenwashing over the years, however, practices and standards can almost always improve. Ultimately we are a brand that produces clothing – however, we strive to do so in the most considered way possible,” the founder and creative director told Inside Retail.
“Fashion can be a vector for change and this is something I want our Silk Laundry customers to understand.”
The origin story of Silk Laundry is rooted in the founder’s search for a 90s-inspired slip dress that wasn’t made of synthetic fabrics such as polyester and nylon.
Both Kodolinksi’s own wardrobe and Silk Laundry’s collections are centred around classic designs that transcend the undulations of what is currently deemed ‘in fashion’.
“Instead, our designs are functional, pragmatic and classic to provide the wearer with clothing they will constantly reach for and can seamlessly style with items they already own,” said Kolodinski.
Silk Laundry was aptly titled after the founder’s favoured fabric, silk.
“For us, we have concentrated on using silk in our garments and other natural fibres and materials such as yak, hemp, organic cotton, alpaca and wool,” said Kolodinski.
“The circularity, longevity and softness of silk are what drew me to the material in the first place. It is luxurious and comfortable for the wearer, but also has minimal impact on the planet as it is a natural fibre,” said Kolodinski.
Silk’s carbon-neutral and biodegradable nature gives it a sustainable circular lifestyle that, when sourced and produced ethically, doesn’t deplete the environment.
Beyond its environmental and elegant properties, the founder of Silk Laundry was drawn to the fabric for its tough nature.
“Silk is often misunderstood as complicated and delicate, but it is extremely durable and strong. One of my favourite little facts about silk is that it was used in parachutes for its incredible strength-to-rate ratio, tear-resistance and elasticity until around 1943,” explained Kolodinski.
Beyond fabric choice, form and function play a big role in Silk Laundry’s designs.
“Another avenue of sustainability for us is the functionality of our items. We believe in creating clothing that transcends fads and stands the test of time in both durability and aesthetic appeal which influences our material selection,” explained Kolodinski.
Silk Laundry was born out of a need for a timeless piece that could easily be integrated into consumers’ existing wardrobes and it continues to apply this design process to this day.
“Trend cycles fluctuate and often last for a phase but if you can see past trends and buy what you truly love and what makes you happy you will see a positive change,” emphasised Kolodinski.
“Our designs are intended to last wearers and transcend the undulations of what is currently ‘in fashion’. Instead, our designs are functional, pragmatic and classic to provide the wearer with clothing they will constantly reach for and can seamlessly style with items they already own.”
This approach to design and creative direction amplifies Silk Laundry’s commitment to supporting a circular fashion economy.
Garments are designed not just with the product’s lifecycle in mind but also the wearer’s lifecycle in mind.
“I’ve always found myself gravitating towards styles that are non-restrictive and can accommodate some changes in my figure as time passes. Something that can be washed with ease and can be worn for 10 or more years with the passing of trends. I’ve always used these principles with Silk Laundry,” Kolodinski said.
Often for independent brands sustainability is at odds with profitability but Silk Laundry has successfully built both into the foundation of its business model.
“For me, I believe that there is no question that it is harder to turn a large profit when you are trying to start out with good intentions and consciousness in mind… My profit margins are certainly not as big as brands who are using subpar fabrics, however, as a person and an independent brand, I have been willing to grow slowly,” disclosed Kolodinski.
Slow fashion, the antithesis and perhaps even the solution to fast fashion, is not limited to the sustainability, quality and longevity of garments.
For brand founders and fashion designers, like Silk Laundry’s Kolodinski, slow fashion also equates to slow growth.
However, the more commonplace sustainability practices become, the easier and more accessible they will be for brands to produce and consumers to purchase.
“Engaging in sustainable measures is typically more expensive for manufacturers, however the more brands that engage with it and demand ethical procedures that protect makers and the planet, the more this will become normalised and the standard,” Kolodinski stated.
Demand for conscious and ethical fashion is on the rise with consumers making informed purchase decisions regarding the impending environmental crisis and opting to shop sustainably.
“I think consumers are willing to pay slightly more with the understanding that their garments are being made in a way that protects artisans and the planet,” Kolodinski expressed.
“With such pressing impacts of global warming and people opting to shop second-hand, I think if you are producing new clothing, it [sustainability] almost has to be a pivotal part of your brand.”
The post Founder of Silk Laundry on building a sustainable global fashion brand appeared first on Inside Retail Australia.
