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Sustainable fashion brand Supacult launches at Licensing Expo 2022

Sun 22 May 2022 | 02:32 pm GMT
Rob Hutchins | Products of Change Writer

New sustainable fashion brand Supacult launches at Licensing Expo 2022

The Products of Change Sustainability Business Lounge at Licensing Expo will be playing host to the grand unveiling a new sustainable fashion brand targeting the on-trend Gen Z consumer , when the doors of Licensing Expo 2022 open next week. Called Supacult, the new fashion label launches with aspirations to be a brand that ‘is a sustainable as possible’, placing a focus on the fashion-conscious consumer who want high-quality jersey-wear apparel that has been ethically and responsibly produced. The new brand will launch capsule collections of six t-shirts and sweats each year for men and women in a target age group of 15 to 35-year-olds. Supacult will launch with its own direct-to-consumer website and a select number of curated wholesale fashion accounts, including Next and Zalando. The designs are intended to be bold and bright, fusing the iconic artwork of pop culture with the world of on-trend fashion wear that is sustainably produced and easy to wear. Its designs will feature some of the world’s largest entertainment properties of today, spanning Disney, Warner Bros, and global music artists. Blanks will be sourced from a leading supplier which has been licensed under the Global Organic Standards (GOTS) since 2007 and manufactures organic, ethical, and climate neutral product made exclusively from Indian cotton. These blanks are produced in facilities powered by green renewable energy from low-impact raw materials which adds to their sustainability manufacturing chain. Supacult’s exclusive product supplier has also been the largest organic textile licensee of the Soil Association for the past five years. Once the blanks arrive at Supacult’s London production facility they are printed using water-based inks as made to order garments. All Supacult products will be shipped using sustainable packaging, creating an entire process which is as sustainable as possible. The team will at present be printing on demand. Supacult managing director, Rick Lowe, said: “This is an exciting new move in the growth of our licensed fashion business. Supacult enables us to leverage our core business expertise and relationships, with a sustainable product offering for the discernible trend-led consumer. Our objective is to continually evolve our sustainability offering in line with market developments and consumer demand.”
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