INTERVIEW #42 THE FAIRNEST

Brand Ana Dyla

Based in: Sweden

Founded in: 2020

Founded by: Sanne Norström Ahuja

Shop at/ship to: Online exclusive e-shop/marketplace thefairnest.com 

Price range: Mid to high price $$-$$$ 

Instagram: @thefairnest

Why we love them:  Only with conscious, more mindful consumption will we change the world - some words from Sanne, the founder of The Fairnest. We couldn’t agree more. The Fairnest offers a carefully curated range of sustainable and fair products and we love what we are seeing in the shop. These are the types of initiatives we need to support and ditch the big chains. Keep up the good work, The Fairnest, we are so happy to have you on board on this journey. 

Brand Bousiinne

What is The Fairnest and why did you start?

The Fairnest is an online exclusive marketplace for sustainable luxury. We offer a unique selection from emerging contemporary fashion brands prioritizing sustainability and fairness at all stages. We target the modern conscious woman who would like to buy more sustainably without having to compromise on style. 

I started this concept with a vision to bring more attention to smaller, sustainable brands who are becoming a very important driving force towards a better industry. As the fashion landscape sees a big transformation with more demand for transparency and ethical practises, these smaller brands deserve more visibility. I mean: - If a small brand can implement sustainable practises at the core of their business, why cannot the bigger players do the same. These smaller businesses clearly deserve more recognition. I personally don’t see the necessity of adding more brands to our fully competitive industry, that may not be the answer neither. We rather need to find new retail models to raise awareness to the good ones and make them accessible to the consumer. I think it was pretty much on these thoughts the idea of The Fairnest was born. I was very clear of the visual concept in advance – it had to be inspiring, inclusive, contemporary, and never boring. Fair and kind, is also something that always come a long way. I observed how my own consumption habits changed in that sense I was more drawn to Instagram brands that created really unique stuff. What if I combine them in one platform?

My idea when starting The Fairnest was to be very selective and do the research of each partner brand in-depth. I promote slow fashion that is made to last, therefor the quality aspect is very important. We don’t want to be just another e-commerce that is pushing to buy more and often. Instead, we live for the motto: “buy less and wear more”. We make sales for labels we really love. I hope that becomes clear when you visit. A lot of work is put into the curation of the products as well telling the story. We want to be the place that curate the latest sustainable brands that you otherwise may have missed. Nowadays more people are keen to support small business and are actually willing to wait a little bit longer to get a customized product for example. We are quite the opposite to fast fashion as you can tell.

How do you source your products and what you sell?

We sell women clothing and accessories, jewellery, bags and homeware. The research is done by me and most of it happens online. Instagram has been a great tool in identifying new potential. The brands we approach are relatively young brands that may have not reached to an established stage yet that they attend fairs or work through agents. More often these are small businesses we are talking about that operate from their home or small ateliers. Many don’t work with seasonal collections like the traditional fashion model with four collections a year, something which we encourage because it seems so pushy and unsustainable! Seasonless pieces that are made on demand is not rare to find with us. 

We also get many applications through our social media channels from brands who are interested to be a part. It is rewarding to see that many brands look for retailers/marketplaces like ours. 

What have been and are the major challenges?

It's a huge competition out there, and the concept of sustainability is widely being misused.

Affordability is another major challenge in sustainable fashion. It is expensive to buy fair and ethically produced clothing! It is not for the masses (yet). It has become a luxury in that sense which feels a bit strange. Truth is, it’s often the bigger factories that has the financial capacity to invest in “greener” manufacturing and who will always favour bigger volume orders, which makes it difficult for small newcomer brands to get access to them. Smaller brands end up producing in small units, with higher overall costs and lower efficiency, which adds to the final cost.

Building a store concept require so much time in each area. Never underestimate the importance of SEO and digital marketing, it can easily eat up all your working hours and budget. As a single entrepreneur trying to jiggle all parts it can easily feel overwhelming, especially being a fulltime mom. I try to remind myself that building something good takes time. At least I have created a foundation which I feel proud to represent. The Fairnest is now a platform that can be scalable and grow in many directions. It is clear we need help to get more visibility.

Brand Akane Studio

What has been the largest gain?

To learn something new, to wear many hats. I have free hands to create the concept and curate my platform with brands I believe in. I come from a fast fashion background where I used to work as a product developer. After this experience I was determined to contribute to the future of slow fashion and to gain knowledge about e-commerce. Around this time, I became a mom myself and raising a multicultural family between two countries became my first and most important job. Motherhood totally changed my priorities and made me question the way I consume and the lifestyle I wanted to lead for my children. I figured I can do quite well with less. That does not mean I should completely stop buying. The real sustainable journey starts within yourself, it's more about a mindset. Simply being aware of your impact on this earth. Try to minimize your footprint by reusing and recycling best way possible and you have come a long way. Most importantly teach your children about these values, that is what will matter whether the planet will sustain or not. 

What do you think needs to change now in the fashion industry to make it more sustainable? 

We all have a responsibility as individuals and consumers in the race towards a more sustainable industry and future. No one can do it for us. I would say it depends largely on whether the developed countries and wealthier population, are willing to adjust their behaviours. Always think twice about where you spend your money, try to be more mindful about which brands you support. I know it does not lay in everyone’s priority to do the research about brands, but I would say a good thumb rule is always: Wear second hand if that is your thing. Buy less and wear for longer. If you buy new clothing, choose good quality that can be worn several seasons. You have heard it before but it's worth repeating over and over. The big fast fashion brands exists because there is a demand. If the demand changes, the industry will ultimately adjust.

Meanwhile the big fashion brands must take more responsibility and generously invest in sustainability and greener supply chains which they are capable of. Being transparent and not misleading just for the purpose of profit. Their actions play crucial role in how quick we can see a change. Their investment in new technologies and sustainability can also pave the way for newcomer brands, i.e produce at well certified factories, access better material sourcing etc. If the change will be successful all boils down to cooperation, transparency and sharing knowledge. I personally think we can see more collaborations between “big and small brands” in the future.

What would you advise consumers to do who seek to create a sustainable closet and lifestyle?

First and foremost, look into what you already have in your closet. Cut down on eating meat and choose locally over imported foods for instance. Strive for a more minimalist lifestyle, means own a smaller house or maybe rent a place instead, and don’t buy new stuff for the sake of buying. Use public transport, if you can. It basically boils down to give up some comfort – pretty tough one, I know. But so very relevant. 

Are you into fashion? Fun! Then there is a world of new sustainable brands ready to explore. Shop directly from these small brands to support them or shop from trustable retail sources doing the sourcing job for you. Invest in essential pieces that can be layered depend on the season. Avoid buying trendy stuff you may end up throwing away later, instead go for timeless quality….lastly sustainable fashion does not have to be boring! That is a big myth. 

Brand Sisi Joia

What's the best thing about The Fairnest?
That we do all this! The Fairnest gathers brands that you will not easily find in other retail spaces. We offer something unique and stand by the smaller brands I just mentioned. We stick to our niche, and if you like it, I am sure you will love to return to us every now and then. We want to inspire you with sustainable newness that is vetted and researched. 

Do you have any useful tips for someone who wants to start their own shop?

I would recommend spending a great amount of research about the industry before starting your own shop. The fashion landscape is changing and will for sure interrupt and replace some of the traditional ways we used to do business. Stay tuned and make sure you can easily adjust your business model or store concept if needed in the future.

Brand Silvia Albani