Joanna Woolley

BA (Hons) International Fashion - Business Practice 2021

Joanna is passionate about sustainability in the fashion supply chain and so for her final project, she focused on the creation of a sustainable and ethical brand which could be acquired by a fast fashion group. The brand name is TIDE: the collection is both sustainable and fashionable and would appeal to a fast fashion group as it would raise the business sustainability credentials and diversify their portfolio. The aim was to create a community for fashion-loving Gen Zers who are equally invested in sustainability however their actions don’t correspond with this due to time and/or money

Through examining the macro environment, using both primary and secondary research, Joanna’s project found that Gen Zers often shop for fast fashion garments which goes against their morals principles. ‘Too expensive’ and ‘unfashionable’ were notable responses from the questionnaire cited by Gen Zers as a rationale for not shopping for sustainable fashion and this is why TIDE was created. The brand will provide a hub for both on-trend and affordable sustainable pieces. The aim of TIDE is to demonstrate to the Gen Z target market that it is possible to purchase desirable garments that are manufactured sustainably.