INTERVIEW #164 ELIZABETH MYERS

Name: Elizabeth Myers

Occupation: Entrepreneur and Sustainability Consultant 

Based in: Copenhagen

Website: www.hellomadi.com

Instagram: @madi_official_id

Hi Elizabeth, welcome to A Sustainable Closet, can you please introduce yourself?

Of course, thank you for having me! I'm American and moved to Sweden to do a master's in Entrepreneurship and Innovation at Lund University, but am now living in Copenhagen. Ironically, I did not go into that master's wanting to be an entrepreneur (at least not yet), but more so to help companies innovate and have a more positive impact on the planet. Then, once I went through the program and started creating a business, within the academic confines, around reducing textile waste, I became obsessed with the problem and found after speaking with brands and industry experts that this is what I want to do - start a business to reduce textile waste. The problem was the driver for me in starting a business, especially because I did not feel there was a company I could go work for that would allow me to make a positive impact on the fashion industry. With MĀDI, I want to make it not only easy for consumers to extend the life of their clothes, but make it fun and attractive, as well.

What is your relationship with clothes?

I have had a strong affinity for fashion from a very young age. One of my first memories with clothing was getting into an argument with my mom at 5 years old over an outfit she picked out for me for a family photoshoot because I wanted to wear something I had chosen. What I wear is part of who I am, and makes me feel true to myself. I have always cherished my clothing and have donated it to a local charity shop or sold it to someone else instead of throwing it away if I don't want a piece anymore as I can't imagine it going to the trash! I think this is also why I am so motivated with my business to make throwing away clothes the worst choice for consumers and easier to get rid of it in a less wasteful way. It seems so sad to throw away clothing! 

Your passion for fashion led you to a career in the industry, correct?

Yes, I was determined to be not only a buyer, but at Bergdorf Goodman in New York, which was really the pillar of luxury department stores. After a year in Paris as an intern at both fashion magazine, L'Officiel, and then clothing brand A.P.C., I returned to the U.S. and got my opportunity at Bergdorf where I was for 3 years. I started in Men's Tailored Clothing which gave me a deep appreciation for quality and craftsmanship, then went to Women's Designer Clothing. 

When did you get into sustainability and why?

After I left Bergdorf Goodman in 2016, I became less interested in the big names and wanted to support smaller businesses that had intention behind the products they made, that had a positive impact on the people and the planet. But it was really during the pandemic that I knew I wanted to shift careers to do something with a real purpose and started seriously wanting to make a career in sustainability. I went "down the rabbit hole," reading and studying about circular fashion and textiles, and had this urge to make a difference. And that was it, I brought my idea into the master's program to validate and after a few pivots, started my company, MĀDI after graduating.

Can you tell us more about your company, MĀDI? 

MĀDI was started with the mission to reduce textile waste and provide more value for consumers in their clothes. We can see from many studies, and my own first hand research, that most people have good intentions in wanting to be sustainable, but their daily lives and a lack of time make it difficult to act in a responsible way. With MĀDI, we provide a tool for clothing brands to offer more comprehensive care information, easy access to repair and alterations services, and where to get rid of it easily in a responsible way, like local recycling points or sending it in for upcycling, should that person no longer want it anymore. This can all be accessed by scanning a QR code sewn into the garment.

You are also a sustainability consultant, what does that mean and what does your work entail?

I consult for fashion brands to help them reduce their environmental impact with Bergstrand Consulting, based in Stockholm. There are many aspects of sustainability, but the concept often gets narrowed down to one word or may go directly to "carbon emissions." There is so much more than that, though. I help them gain full traceability on their supply chain, engage suppliers, understand their impacts in all aspects, even from a social level, and find ways to improve their impact. 

What are some of the common challenges or topics clients are interested in?

Finding better materials that have a lower impact on the environment, while still being able to fulfill their creative and design needs. 

What do you believe needs to happen to make the fashion industry more sustainable? 

Of course so much needs to happen. But I think there needs to be a stronger emphasis on repairing garments and making clothing with better quality so products last longer. Recycling is great and needed, but we also need to slow down how much is produced in general and not use recycling as a way to compensate for overproduction and overconsumption.

Anything else you would like to share with our readers?

Looking at the fabric content will tell you a lot about your impact in washing it and after you are finished with it - opt for pure materials (100% fibres like 100% wool) and ones that are natural (so avoid polyester!). These fabrics will last longer, are more likely to biodegrade or be recycled, and do not emit microplastics in washing. Lastly, when a piece of your clothing is broken, don't get rid of it, try to repair it first with a tailor or on your own at home. It's always better to keep your clothing in use as long as you can.