Switch your undies to feel Mighty Good and Start Some Good
Today’s guest, Hannah Parris, is the founder of Audrey Blue, one of the first GOTS-certified (that’s short for Global Organic Textile Standard) fashion brands in Australia. Hannah is also co-founder of Mighty Good Undies, an organic cotton underwear brand launching at the 2016 Berlin Ethical Fashion Show.
With a PhD in Institutional Economics and expertise in tinned tuna and industrial supply chains, Hannah has learnt about the fashion industry the hard way. However, her well-honed research skills in public policy, her interest in organic cotton and the impact of our clothing choices on the environment and society have underpinned her drive to make a difference in the fashion world.
Listen in and learn more about Hannah’s passion and purpose as we discuss:
- Why Hannah chose certified organic and Fair Trade.
- Her tips for getting certified, and the costs involved in the certification process
- How our clothing choices have an environmental and social impact
- Why her current focus is on the Mighty Good Undies
- Changing the direction of Audrey Blue
- The power of partnership and how she makes it work
- Developing the brand and the personality of Mighty Good Undies, and the crowdfunding campaign on the Start Some Good platform
- Manufacturing their products through a Fair Trade supply chain in India
- Pricing strategy to compete with mainstream Australian brands
- The importance of sticking to your strategy and changing tactics when necessary
“I started with cotton because it is an extremely important crop to millions and millions of people around the world.” @MightyGoodUndie
“Certification is important to the consumer. From a consumer’s perspective, you can’t tell the difference between a conventionally grown cotton product and an organic cotton product.” @MightyGoodUndie
“I rely on the certification process to ensure that my supply chain is ethical and is sustainable as it can be.” @MightyGoodUndie
“Use certified supply chains to simplify the process of becoming certified.” @MightyGoodUndie
“The biggest lesson I’ve learned over the last 12 months is the power of working with others.” @MightyGoodUndie
“That’s when it starts to become a real choice for people when ‘price’ is taken out of the equation. Organic becomes a more realistic option for people” @MightyGoodUndie
Certification is a valuable external verification
It provides transparency and gives consumers a lot of confidence. However, with every standard, comes strengths and weaknesses. It’s important when looking at your supply chain is to be clear about each member’s motivation. Is it for transparency and credibility or is it for money? Please know who you’re dealing with!
Taking on a partner is fantastic
Have the difficult conversations and ask the hard questions. Make sure you both take the time to understand each other and know you’re both coming from the same place when it comes to values, objectives, expectations, and attitudes.
Be clear on why you’re doing what you’re doing. Be true to your purpose and strategy but at the same time be flexible and be prepared to change the tactics you use to achieve your goals.
- Follow them on Twitter @mightygoodundie and @ABnaturalfit
- Instagram: @mightygoodundie
- Switch Your Undies and Change the World
- Audrey Blue website
- Mighty Good Undies website
- Moral Fairground hosts the annual Ethical Enterprise Conference
Written by Horace Silver
and the support team
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