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Anna Laura Kummer on sustainability, fashion, launching her brand: meet the Advocates
Meet Anna Laura Kummer, Renoon advocate, founder and creative director. We met up with her to chat about her inspiring sustainable journey and how she launched her own sustainable and ethical fashion brand, The Slow Label when she was only 23-years old.
Based in Berlin but originally from Austria, Anna Laura became passionate about sustainability around six years ago, when she decided to change her diet into a plant-based one.
Today she is one of the first Advocates on Renoon and the founder of a brand that puts ethics and sustainability at the core of everything.
I realized most of the clothes in my closet were not respecting my values at all
“When I went vegan, I really started rethinking all my habits and the impact they were having on the planet and on people in general. Fashion could not be ignored – after I watched The True Cost, a documentary I truly found eye-opening, I realized most of the clothes in my closet were not respecting my values at all. At first, I panicked and started throwing away a lot of it (what a mistake! Even if you used to buy fast fashion, make sure to wear it as much as possible anyway to reduce its impact!). However, I also immediately started reading a lot about the fast fashion industry on blogs and books — that helped me a lot in understanding all the nuances of such a big and complex issue.
Besides, since I have been an influencer for quite a long time, fashion could not be ignored in this sense: I had often been offered brand collaborations and partnerships but every time I felt like something was off… I simply couldn’t accept to work with brands that were not being sustainable 100% in my terms”.
Questioning it all and starting The Slow Label
“Actually, I went to fashion school for one year because I thought I really loved the design aspect of it. However, I soon found out that I was much more interested in the idea of actively shaping a brand. So, I asked for help to turn my own idea of a fashion label into a concrete project — one that not only was ethically produced and sustainable, but that also had at its core timeless pieces. And that’s how The Slow Label started!”
“It might seem unusual because I don’t really have a strong fashion background. But as much as it was challenging, I always found there was a good aspect of it: when you have a very different background, you also have a different perspective on things.”
“So you ask those questions that those who have been working in the industry for long don’t even ask themself because the answers are given for granted. And thanks to those right questions you can go straight to the point and try to change things for the better, while truly offering a fresh perspective.”
You can know exactly the margins my brand makes
“One thing that I put a lot of effort in has been the transparency of prices. I really wanted consumers to know how much we as a company were earning for every piece and what the margins were. I want to empower consumers and allow them to know where the piece they are buying is produced, where the materials come from, and what’s its impact. In my perspective transparency is key to every brand that aspires to be truly sustainable and businesses should make it easier for consumers, not more difficult.”
It’s so surprising to see how people are fine with higher prices
“It’s surprising how people are completely fine with that. They never complain about or question our prices. They tend to be very positive and I think that also comes from the fact that they too realize that the intrinsic value of a piece is much more than in its price. Even though some people might assume that sustainable brands are profiting a lot off each piece, we definitely tend to have lower margins than fast fashion brands, because most of our costs are determined by things such as paying your workers’ fair wages and selecting fabrics that have a lower environmental impact.”
Here is what you can do as a sustainability newbie
“As a consumer, I believe that the best thing you can do it’s to really pay attention to all of your actions, even those that you are giving for granted. Start from there, and try to make a small change every day for the better. For instance, I eat mostly plant-based, which I something I recommend. However, the most important thing for me is in general to reduce our consumption. Buy less and better, and always make a very conscious decision every time you need to buy something.”
Since Anna Laura is one of the first Adovacates on Renoon, you can check out her values and her fashion suggestions on her open profile on the app and follow her brand to support it. This is also her profile on Instagram and The Slow Label’s.
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What is Renoon?
A new way to discover and shop fashion responsibly
Renoon is a leading app for sustainability and fashion. We connect our members with the multitude of brands and platforms to simplify and enrich the experience of combining style with sustainability values.
A destination and community launched in 2021, guiding thousands of members in their sustainability journey. Renoon is not yet another shop; it’s an entire universe of values, untold stories about sustainability and a cohesive place where intentions become reality.