On our journey towards a fashion industry, we’ve teamed up with Good On You – the leading source for fashion brand sustainability ratings.
Using their know-how, we can now highlight brands that are going above and beyond to make a positive impact, and label them as Conscious; allowing our customers to make more informed choices. To celebrate, we’ve been chatting to Conscious-rated brands on our platform to find out their take on being conscious as a company, and more.
We spoke to Caroline Gentz, Creative Director and CEO of IVY OAK. The Berlin-based brand not only makes modern authentic pieces but is also here to make a positive impact. Here’s what Caroline had to say about the stories behind their impact:
Sustainability: what does it mean to you?
For me, it’s a long-term vision that involves everybody along the way: employees, suppliers, customers, and investors, and it can only be achieved with all these stakeholders working together. We are taking a holistic approach, making thoughtful choices, and giving our customers a complete insight into our products, practices, and prices.
We create timeless pieces using high-quality fabrics and workmanship, so that our customers can wear them often and for many years to come.We promote longevity and style over trends and seasonality and still send a modern, authentic and relevant message.
Choose well, love what you own and treat it with respect, that’s already a start.
Tell us more about the brand.
Our aim is to think about and work with fashion differently. IVY OAK is for the woman who values quality, sustainability, and style. Therefore, we strive to produce clothing that has got the durability of a high-quality product at a reasonable price point but is also inspiring and comfortable to wear. Style is an individual journey of discovery, which is what makes it so exciting to me.
Our customers create our brand message, not the other way around. We are following the lifecycle of our customers and try to be as authentic as we can with them and are already thinking about our customers in the generations to come
Where did the journey of the brand start?
I founded IVY OAK in 2016 in response to what I knew was an existing product demand, but with the purpose to meet this demand in a new way and disrupt the old habits of the industry.
I wanted the brand to be fashionable yet timeless, with a huge attention to detail. I wanted our clothes to dress women for the most important moments in their lives, but at a reasonable price point.
Wanting to be innovative meant redesigning existing structures and practices. We had to think — and act — outside the box. Having gone through the essential process of a restructure, the whole IVY OAK team is fully committed to getting involved, and this has really shaped the development of the company.
What is your background/career and when did you start working on creating a positive impact?
Before founding IVY OAK, I was able to gain insights in both the luxury and the fast fashion industry. I set myself the goal to combine the best of both worlds, closing the gap between high street and luxury fashion, and putting sustainability at the forefront. I love the process of creating fashion, from the sketch until the production of a garment. Fashion enables people to express themselves and this truly fascinates me.
What achievement are you proudest of?
I look back on the last years with particular pride. Our team has fought throughout these challenging years of the pandemic with solidarity for each other. I am deeply thankful for the support they showed, especially for our partners and customers. We are also very proud that we were able to improve our results especially in the areas of transparency and the achievement of our CSR Sustainability goals. We were able to increase the use of eco-friendlier materials on 81% of the styles in the last season. That’s incredible and really not as easy as it may sound for most consumers. Our customers can follow our journey closely in our sustainability reports.
What are you working on at the moment?
We just went through an exciting brand transition. IVY OAK is presenting a new brand CI. We are proud to be bolder now and to promote the sustainability and transparency of our garments even more.
For selected styles, customers will soon be able to see how much CO2 has been emitted or water used to produce a garment. We also want to use this data internally to make data-based design and sourcing decisions, to allow us to lower our impact even further. Our team is also working on introducing circular design strategies to move further away from the linear and disposable model.
At IVY OAK why do you place an emphasis on increasing the longevity of clothing through quality?
We believe investing in quality is worth it in the long run to protect our environment. It means you will not have to replace your clothes as quickly, you can more easily sell quality clothing via second-hand channels and less new clothes have to be produced. We need to learn to love and value our clothes again and high-quality clothing ensures that our customers can really enjoy their clothes for many years. We also try to engage with our customers to create this mind shift. In our care guide, for example, customers can find helpful information about the different fabric types and how to care for them in an environmentally friendly way so that they last longer.
How do you use Otrium as a tool to make sure your clothing is ‘Timeless’?
We want to be mindful about the resources we are using and that’s why we strive to create as little waste as possible. Otrium is an important partner to support this goal. We love that Otrium offers a second chance to our unsold items from past collections. Through Otrium, these items will still find a home with customers who enjoy our clothing for many years to come. Our styles are timeless pieces for a long-lasting wardrobe. They just sometimes need another time and platform to be recognized..
What do customers value most about the brand and products?
We notice that our customers are no longer interested in the traditional fashion cycle and therefore clearly focus on the importance of “style “, instead of constantly changing trends. Style is something that you must discover and learn individually for yourself - that's what makes it so exciting!
Style is for everyone and should be all-inclusive. Our pieces can easily be combined to look either cool or classic, meaning that our customers’ personal individual style is also a way of developing our brand message. We want people to see our clothes as a life-partner rather than a quick fling. Our customer isn’t interested in the traditional ‘fashion calendar’ and wants clothes that last longer than just a season. Our product is the obvious answer to this.
Who inspires you and why?
I love browsing vintage stores or leafing through fashion history books. Fashion was and remains an expression of the times we live in. Every decade provides its individual style. I love being inspired by the past in order to develop a new present — and hopefully a trans-generational future.
Where do you see your brand in 5 years? What do you want to have achieved by then?
For us, our 360° concept means a holistic approach. We want to integrate sustainable and responsible business practices at all levels of the company and pursue the goal of further reducing our environmental footprint and achieving maximum positive social impact. We accept this challenge with joy and are proud of every milestone reached that brings us closer to our goal. We still have a long journey ahead, especially regarding transparency and circular fashion. We’re always working on involving our customers more on our journey: re-thinking will always be our guiding principle..
What does the future of fashion look like?
The last years can be seen as a great wake-up call, in terms of sustainability, local production and inclusion. Partners and consumers are gradually becoming more aware of our responsibility for the environment and are demanding changes within the industry. Our customers are already consuming more consciously and asking more targeted questions about product origin and delivery processes. It will be essential for all companies to be more transparent and to develop strategies towards circular production and business models.
What is one thing you hope others learn from your work?
I’m convinced that transparency is an integral part of positive change within the fashion industry. To truly understand a brand’s footprint, we need to look at how, where, and above all by whom each product is pieced together. It might sound obvious, but supply chains in fashion (and other sectors) are surprisingly opaque. Transparency isn’t always the easy option, but it’s needed to do business sustainably. That’s why we have just started to measure the environmental footprint of selected styles to make informed sourcing decisions to lower our impact even further.
How do you stay optimistic and persistent in the fight against climate change?
I think that we are responsible for what and how we consume. The more we look out for one another and share our vision in supporting fair working conditions and environmentally friendly manufacturing processes, the faster we will make a difference in this world.
Tell us about a recent change you’ve made to be more sustainable day-to-day?
My own behavior of consumption played a big role in starting my own business. I still wear a tweed blazer of my great-grandmother or a vintage trench coat, which I was able to buy years ago at a flea market in New York. I just recently got an oversized denim shirt from my mum, that she was wearing when she was my age. I love that and wear these styles with pride and they never get old. With IVY OAK we want to offer exactly those go-to pieces that become classics in the wardrobes of our customers and which in the best case are passed onto the next generation.
Do you have a pro-tip extending the life cycle of your wardrobe?
Buy less and wear what you own more often. It seems boring at first, but you can try new combinations or have a piece altered to change its style. There are many options and every piece in your closet deserves attention.
Do you have a philosophy you live by?
Think differently, act differently.
In the end, it all comes down to us and how we use our individual and combined power to create positive change
What’s a quick change people could make in terms of being more sustainable
Choose more wisely and give old clothes a second life. Once you are over that amazing dress or perfect shirt, do not leave it hanging unnoticed in your closet for the next few years or worse throw it away. Look out for local clothing swaps and pass it on for someone new to fall in love with it.