As mentioned earlier today in our article about defining innovation, “innovators” are not just those creating, but also leading the way in driving participation in change for the better across all aspects of the economy and general society. When it comes to e-commerce, trends like mass customization and group buying are not the only facets of innovation revolutionizing the fashion world. Sustainable clothing, those that eliminate negative environmental impacts completely, is another wave of innovation – from the fabric itself all the way down the value chain to how the piece is marketed.
In fact, this year marks the first year the 25th annual SXSW conference will feature its first ever fashion demo. Dubbed Style X (“Style By”), the idea is to showcase emerging fashion from around the world – from an eyeglasses company with technology core to its success to sneaker designers with innovative branding. And one company from Boston is making its name heard loud and clear at Style X: Proxy Apparel.
Proxy Apparel is a new collection of fashion-forward, socially responsible clothing, gifts and accessories with a tagline and mission of “empowering and employing women in a sweatshop-free, sustainable world.” Launched by founder Heatherjean MacNeil in 2009, Proxy Apparel’s value chain and design process screams innovation.
The merchandise Proxy sells is designed by independent female designers here in the US, and then manufactured by women in less developed economies who are part of fair trade or worker-owned cooperatives. Proxy partners with these organizations, and works intimately with them to design fashion-forward pieces that are predominantly made of recycled or organic materials. Following construction of products, each is marketed and the designer is credited using photos and social media to tell the product’s story.
The WOW Shawl is a great example. For $40 you can purchase a fair trade certified, hand-woven scarf by Guatemalan weavers who are part of Mayan Hands. The group’s mission is to help women escape poverty by working within fair trade conditions where they can relay on a salary from sales of handwoven textiles in the developed world. Proxy links to these talented Mayan weavers of the Guatemalan highlands so you can learn more right at the point of purchase. By making said purchase, you’re not only getting a hand-crafted, quality gift: you’re keeping the entrepreneurs at Proxy in business, alongside helping entrepreneurs get off the ground in underdeveloped economies.
This sustainable, sweatshop-free online boutique has already captured the interactive design world’s interest, with features on sites like Web Crčme and Design Fridge. Its name alone parallels its mission. The word “proxy” (prok-see) is defined as “the agency, function, or power of a person authorized to act as the deputy or substitute for another” and in Spanish translates to “one that is empowered.”
Aside from its online boutique, design process, and meaning of the company name, Proxy has adopted the Tupperware party model to spread its brand virally. Dubbed Proxy Parties, Proxy handles setting up the merchant display and an eco-friendly presentation and as party host, you take care of the rest.
Interested in getting involved with Proxy Apparel? The company has a slew of internship positions open, from fashion design to sales and marketing. Make sure you also check out their Tumblr, Facebook, Twitter, Flickr, and Vimeo pages to learn more. Below features one of their videos, which walks you through the impact of fair trade apparel:
