Boohoo launches sustainability-focused collab with Kardashian Barker
Boohoo is continuing its link-ups with some major names and this week announced a collaboration and partnership with Kourtney Kardashian Barker, entertainment personality and the CEO and founder of Poosh.
Kardashian Barker is the brand’s newest ambassador and her arrival comes “with a focus on sustainability”. She’s delivering two capsule collections that have been “created in tandem with a journey of investigation into opportunities for creating a more sustainable fashion future”.
Launching this month, the deal begins with a 45-piece capsule collection and the journey to get it onto Boohoo’s virtual shelves has been captured as part of a social content series.
This gives a first-hand account of Kardashian Barker’s and the design team’s interactions with global experts helping it towards sustainability not just for this project but for “the Boohoo brand into the future”.
The audience will hear from specialists in worker welfare, human rights, textile waste, upcycling, resale and vintage fashion.
“When Boohoo first approached me with this idea that was all about sustainability and style, I was concerned about the effects of the fast fashion industry on our planet,” the celebrity said. “Boohoo responded with excitement and a desire to incorporate more sustainable practices into our line. It’s been an enlightening experience speaking directly with industry experts.”
The first collection will be launched against the backdrop of New York Fashion Week, with a second collection launching next spring and set to “encompass more of what Kourtney and our design team have learned”.
The company will also “mark the end of the [year-long] partnership by announcing a series of commitments based on what all of the independent experts have recommended”.
As mentioned, the collection has a big sustainability focus and comes after Boohoo’s customers told it “that they think more sustainable options are out of their reach”.
It has made it with very accessible price points (£5-£75) and has also included its first foray into vintage, with two key styles custom sourced exclusively for the range.
Other garments feature materials made from recycled fibres and traceable cotton while “cleverly designed multiway pieces give customers a variety of styling options”.
The brand has also explored ways to extend the lifecycle of the collection and has embarked on a partnership with rental specialist Hirestreet.
It also said that “our customers love faux leather and sparkle in their wardrobes, and so we have created selected outerwear pieces using recycled polyester backing for the faux leather and three showpieces using recycled sequins”.
And it admitted that “these improved fabric options are not the perfect solution”, but customers are given “clear information about how their garments are made, offered options in terms of how they might access these pieces, and also provided with a free Kares document to help them extend the life of their purchases”.
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