What caught my attention was their purpose and the way the brand is being built. There are lots of takeaways for anyone in the fashion business.
We foresee the high density, high use and throw wardrobes of consumers are going to go towards a low density, long-life ones.
It is a matter of time, consumers respond like,
“FASHION IS THE NEW PLASTIC”
In this context, this Swedish brand FILIPPA K
‘s principles make a lot of sense. It is more important these days when consumers have the power to Unselect you.
How does FILIPPA K live the Brand Purpose?
Filippa K is governed by some key principles,
#1 Driven by big “Why”, Mindful consumption
#2 Minimalism as Lifestyle
#3 Interpreting Fashion, Aesthetically Balanced & Longevity
#4 Understated Elegance (Style + Simplicity + Quality)
#5 Walk The Talk, Be transparent and tell your story
#6 Stay Relevant
#7 Data-driven creativity + Design Integrity
#8 Resource efficiency
The brand has over 70% of styles sustainable now. It does not mean that the brand compromises style element for sustainability. It focusses on a balance of,
SUSTAINABILITY + STYLE + FIT
Can you guess how many times a fashion product is used in its lifecycle in Europe, US and Fast Fashion?
The numbers look like this…