Why a textile recycling startup is launching a fashion brand
It’s no secret that we’ve faced difficulties because retailers and brands are reluctant to commit and lack the funds necessary for early-stage innovation. It really does cost a lot of money to develop these kinds of products, and they are willing to pay commodity pricing, but they are unable to pay development pricing, according to Stacy Flynn, CEO and co-founder of Evrnu. The Evrnu x Bevans hoodie will cost $600 at retail. Our main strategy in this case was to fairly charge for the product’s manufacturing and delivery expenses. It is crucial to disseminate information about the product’s unique features and how it is an improvement.
Evrnu hopes to create market demand and momentum for next-generation materials by taking its fibers directly to retail, something that working with suppliers and brands alone has not been able to accomplish. The adoption of new technologies by brands has been incredibly slow, leaving the companies that are developing them susceptible to growth plateaus. Renewcell’s declaration of bankruptcy two weeks ago made it abundantly evident that this is a bad course of action when trying to revolutionize a mega-industry such as fashion.
The woven knit hoodie in cream colour is an attempt to show the fashion industry that there is another way to do things. Startups are becoming impatient because they believe they have answers to some of the major issues facing the industry, and the industry’s hesitation or incapacity to move more quickly is preventing them from realizing their potential. This is the case while brands hesitate to embrace next-generation materials.
