‘Continual’ as a fashion business will aim to be a clothing retailer that focuses on the ideology of slow-fashion and sustainability combined. This means that all products will be carefully curated in order to achieve products that withheld longevity and sustainable practices. These practises will allow continual to slow down the rate of consumption current consumers shop at, which by 2030 global apparel consumption is projected to rise by 63% (Environmental Audit Committee, 2019). This will help improve the business sustainability ensuring that the business is doing as much as possible to change the environment, while still targeting a niche-market but still appealing to a mass-market.
“To make sustainable and ethical clothing more accessible and integrate it into everyday life.”