Livia Firth, co-founder and creative director of Eco-Age, shares her story on campaigning against ‘greenwashing’ during FashMash Pioneers.
Last night, our biggest audience to date gathered to listen to Livia Firth, co-founder and creative director of Eco-Age, in conversation with Rosanna Falconer. In a year when Livia told the Guardian that the fashion industry has “turned a corner finally” on sustainability, it was an honour to be joined by her to pick apart its developments, future and exactly what is holding it back.
ON THE CURRENT CLIMATE
“We are overloaded by clothes that we frankly don’t need and now we need to get out of this mess. Brands need to seriously address their supply chains to do so.”
“If you’re a smaller brand you have an advantage by having better control over your supply chain. Complexity is the enemy of transparency and the enemy of ethical.”
ON THE GREEN CARPET CHALLENGE
“Glamour and celebrity were fundamental at the beginning of sustainability to shift the perception and make people understand the concept.”
ON BUSINESS STRATEGY
“You cannot have business growth sustainably today. If you want a business in 10 years and haven’t thought about environmental and social issues, you’re a fool. Raw materials are getting scarcer. People we’re enslaving are on the street protesting. If you want a future, you have to rethink your supply chain full stop.”
ON THE FINANCIAL GAIN MINDSET
“We need to start rethinking things like the wealth in the world. Owners of business own so much compared to workers. The elite are getting richer and richer.”
“You can’t wait for the government to act on your behalf. There are three stakeholders - civil society, government and brands. Civil society means it’s all on us to make a change.”