Can beautiful design, good ethics and transparency become the norm of what we come to expect of future brands? Australian startup fashion brand A.BCH is on a mission to make it so. A.BCH is a Melbourne-based label dedicated to what it calls the ‘Whole Garment’ design method where every component (from dyes and labels, to buttons and threads) are either compostable or recyclable in the final garment. We chatted to A.BCH’s founder and lead designer Courtney Holm to get her thoughts on why fast fashion can’t solve the sustainability issue, her drive for change and her tips on how to navigate the complex world of ethical products.
Lesson 1: I don’t think fast fashion and sustainability are compatible.
Lesson 2: At the time, no fashion label was really nailing beautiful design + full transparency + ethical manufacturing down the supply chain and sustainably sourced fibres in every aspect of the garment.
Also circular design is still rarely employed in fashion design, so these elements that were missing from the market, inspired me to start A.BCH. We have lofty goals, however I think that dreaming big and aiming high is imperative if we are to change an industry that is so stuck in its ways.
Lesson 3: I think the tides are turning, but it will be too late if brands respond at the incredibly slow rate they are responding now.
Lesson 4: Environmental issues nearly always have a social impact.