GROWTH UNDER THE CANOPY
Recently, Spell joined forces with the Canopy Style Agreement in a bid to ensure that the ‘forest fibres’ used in their collections (think rayon and viscose) are produced without causing destruction and deforestation to some of the worlds most endangered landscapes. These fibres have formed the backbone of Spell collections, due to their soft drape and relative durability. However due to the limited number of global suppliers of rayon pulp, it has previously proven virtually impossible to trace the pulp back to the source, making supply chain transparency as clear as mud.
Partnering with Canopy allows Spell to navigate their way through this notoriously complex global supply chain and enables access to rainforest-free wood pulp fibres. Adding sustainably sourced, ethically produced rayon fibres to the line up of ecologically friendly and biodegradable fabrics already utilised in Spell production is the brands goal, and something that will remain a primary focus for the design team over the next two years. With a totally traceable, closed loop rayon in the very first stages of development, it’s a case of technology catching up with the designers’ enthusiasm.
WALK A LITTLE LIGHTER
With fashion detritus being a well known contributor to our global landfill crisis, the Spell team have been working with the GFA (Global Fashion Initiative) to transition from a linear fashion model into something more circular.
The design team now question every facet of their garment production, utilising fabric made from post consumer plastic waste in their swimwear collections and strive to design as much as possible within the parameters of a closed loop system. The costs of these environmentally positive changes have been predominantly absorbed by the business, however Lizzy clearly spells out that
‘it’s not just a matter of taking a hit on your profits and then boom, you’re doing good.’
Their aim is to further minimise Spell contributing to landfill through reacting to their loyal followers lead. These loyal followers, affectionately dubbed the ‘Spell army’ are the drivers of consumer driven initiatives, such as #VintageSpell, and the re-sale of second hand Spell designs through apps and social media channels.
These initiatives have gained momentum through the full support of the Spell marketing team. Rather than seeing these re-sale groups and platforms as a threat, they are seen as testament of the covetable timelessness of Spell designs’ and a celebration of their environmentally aware audience.
A NEW ECOSYSTEM
Spell refuses to market themselves as a sustainable business, instead they wish to open up the narrative about the steps they are taking toward a more sustainable future,
‘People assume that if you’re entering the conversation around sustainability in fashion, that it means you’ve managed to achieve it. But, we’re having the conversation whilst still being completely imperfect…’
All positive changes achieved to date are simply cited as their new standard code of conduct, which they will continuously refine as they overcome hurdles on their path to achieving their 2025 commitment to sustainability.
With such an honest and inclusive take on the trials and tribulations of creating real positive change, who wouldn’t want to join the Spell army and be an ambassador for a more sustainable future?
Factory images courtesy of Spell
All other Images by David Simpson