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Your guide to sustainable fashion PR π
Published 22 days agoΒ β’Β 3 min read
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Hi Reader,
In this week's CFC newsletter, you'll find:
𧡠Insights on how to get your sustainable fashion business seen
𧡠Our next Founder x Freelancer mixer plus a sustainable apparel conference to know
𧡠A microfiber research study, a textile-to-textile recycling partnership, vintage on the red carpet, and more news
𧡠5 new jobs and a massive directory to funding & awards for sustainable fashion
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π How to get your sustainable fashion business seen
If we want sustainable fashion to reach new audiences, we have to meet customers where they are outside of the slow fashion bubble.
But many sustainable fashion brands don't have the connections or capacity to make that happen β that's where PR comes in.
Last week, we had an incredible mentorship session inside the CFC Membership with PR expert Erin Allweis, the co-founder of No. 29 Communications β an agency that was worked with sustainable fashion brands like VEJA, Rothy's, ASKET, Mara Hoffman, and more.
I took soooo many notes in this hour. Here were a few of my takeaways on how to craft a solid PR strategy in sustainable fashion:
1οΈβ£ Clarity & Conciseness Are Key
When pitching, get straight to the point β donβt bury the lead. Consider your unique angle and put that right at the top. Make it easy for journalists to see the story you want to tell.
2οΈβ£ Amplification Matters
PR isnβt just about getting coverage; itβs about making the most of it. If you do land coverage, share articles on social media, tag journalists, and engage your community to maximize impact.
3οΈβ£ Tailor Your Messaging
While some audiences love the sustainability angle, not every audience is ready or excited about sustainability messaging. Plus in an era of greenwashing skepticism, it can be more powerful to lean into specificity (our makers earn a living wage, we use GOTS-certified cotton, etc.) rather than relying on tired terminology.
4οΈβ£ Strategic Timing and Targeting
Pitch well in advance of your launch and choose quieter times when your story wonβt get lost in industry noise. Avoid Fashion Weeks or major sustainability summits unless you plan to leverage them for visibility.
5οΈβ£ Relationships Over Transactions
Build connections with journalists by acknowledging their past work and making genuine, personalized pitches. Journalists' inboxes are full β copy and paste generic pitches aren't going to cut it.
You can also lean into collaborations with artists, tastemakers, and aligned voices to expand your reach organically.
π In short? Effective PR isn't just about your story β it's how you tell it.
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Members: There is SO much more where that came from. The recording of the full PR mentorship session is in our Session Library!
After such great feedback last fall from our first Founder x Freelancer Mixer, we've decided to host another one this spring! Join us next week to connect with other sustainable fashion freelancers and founders in breakout rooms during this hour-long virtual connection event.
This two-day business conference targets forward-thinking leaders in the apparel and textiles industry, bringing together a variety of stakeholders to focus on essential strategies for tackling todayβs challenges. We'll equip attendees with actionable insights and guides for adapting operations to create a real impact amid growing competition and scrutiny, all while managing tight budgets. β
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𧡠In the News:
π Fashion for Good launches landmark study to understand the causes of fibre fragmentation with the goal of mitigating microfiber pollution in the fashion industry
β οΈ Changing Markets released a letter warning that the EU's Omnibus proposal "erodes EU's corporate accountability and slashes human rights and environmental protections"
From funding options to accelerators and awards that offer unparalleled recognition, inside the CFC Membership we have 50+ opportunities that could transform your sustainable fashion business and career.
Explore our curation of comprehensive opportunities from across the globe inside of the CFC Membership Resource Hub.