23/10/2026
“An emerging fashion business should aim to consider balance across the 4 Pillars framework - People, Planet, Purpose, and Profit, but in the real world of fashion, it rarely works that way. Here is how I suggest emerging designers consider and act on each pillar:
1. Profit is the baseline driver.
Without Profit, a brandcannot sustain the People it employs, invest in Planet, or fund Purpose beyond marketing language. Profit isn't about greed; it is the fuel that allows your brand to stay alive and pay everyone in your supply chain fairly.
2. Balance is vague, making greenwashing easy.
Focus on hands-on actions like up-cycling, craftsmanship and repair services that strengthen your core Purpose instead of pursuing balanced brand appearance. Today anyone can easily launch one eco-capsule collection and claim alignment without changing how the rest of their business works.
3. Regulations are changing the game.
For years, staying ethical or eco-friendly was treated as a choice. Today, new laws like mandatory EPR or DPP hurt the pricing strategies of big fast-fashion brands, leveling the playing field for local designers whose ethical practices are already built in.
REMEMBER:
- Make sure your business actually makes money first.
- Use clear practices like up-cycling to show your purpose.
- Upcoming laws are making your ethical approach more competitive.”
Mitichi Preda Dumitru
President of Feeric Hub
