Communicating supply-chain transparency for Mid-Atlantic textiles brand
Throwing light on the supply-chain
Kate Loudoun Shand is a Mid-Atlantic textiles brand with a difference. Creative Director and Co-Founder Kate – a Brit who’s spent much of her career leading her field in New York – is passionate about the sustainability credentials of her product; beautiful, sustainable modern fabrics with depth and story. We were delighted when Kate asked our Futures team to guide her on the company’s sustainability messaging – with particular emphasis on communicating her commitment to supply-chain transparency.
The trick is to ask more (and better) questions
The starting point for supply-chain transparency communications is to ask questions; the ones that can be uncomfortable, probing and eye-opening. We spent time with Kate asking all the things that most brands wouldn’t want to answer. With Kate, it’s different. She and her team not only value the truth, they encourage inquiry. With total confidence in her supply-chain, from field to flax fibre, from yarn to linen fabric, we worked with Kate to probe at the facts, apply scrutiny to the detail and capture the story.
The outcome is a set of FAQs aimed at interior designers and socially/eco conscious home-décor enthusiasts. The next step is to work with Kate’s team to plot a sustainability roadmap to take her brand on the next stage of its journey.
"Jo brings a wealth of experience and subtlety to her work, yet her approach is straightforward and direct. She helped us see how we could talk about sustainability without being perfect, and be proud of what we're doing while still recognizing our limitations. That's a real gift, and helps us along the road to becoming one day a full-fledged B corp."
