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The tricky business of cool: Interview with David Fischer

We’re back with new episodes of the Copenhagen Fashion Summit Podcast – but this time we’ve taken the conversation off the main stage, catching up with some of the fashion industry decision makers in attendance at the Summit. 

In this episode of the newly launched Copenhagen Fashion Summit Off the Record we sat down with David Fischer, Founder of HighSnobiety to discuss the tricky business of cool, how sustainability can work with current trends, and what responsibilities trendsetters have to change the industry.

We spotlight the highlights below! 

 

 

Entering the sustainability conversation within Copenhagen Fashion Summit

“We come from a streetwear sneaker background and the category has become so big over the years that it feels like we now also have a certain responsibility towards getting brands and players in this market to become more sustainable.”

 

The tricky business of being cool

“Being cool is definitely cooler than being sustainable. So if we can marry the two and communicate it in a way that’s cool, I think then it can really be successful.

Brands need to live it and breathe it; it needs to be “this is just how we do business”, it needs to be the standard and I think on the communication side, that part is tricky as well, because most people argue that talking about things being eco-friendly is not very cool. But what you realise when you take a look at some of the cases where the brand is cool and does talk about it, it works when it’s genuine. Being genuine is always cool. So the minute it seems forced, that’s where things become tricky.”

 

Taking baby steps

“One of the big issues today is that the minute you enter the sustainability topic, you’re expected to completely change your supply chain across the board, when, let’s face it, it’s a big achievement for you to just produce your hoodies sustainably and maybe do the socks next and so on. Nobody asks anybody to be radical about it. Let’s just embrace the fact that it’s an issue and needs to be fixed. Let’s all start somewhere.”

 

Implementing change

“We need to figure out how can we support brands moving into this without putting them on the pedestal of ‘this is the eco-friendly brand’. I think that’s the tricky part here. But we’re in a time now where brands need to take a stance.”

 

Being blunt about the supply chain

“It’s about being genuine, staying true to your voice, to your style of communication and getting it transmitted in that style. As a brand, you have to be very careful about what you do today and you have to align with the values of this next generation.”

 

Influencers pushing change

“I’m not sure you can differentiate anymore between influencers and brands. They need to stand for something, they need to be for something and against something else, they need to like this and not like that. Influencers can be very powerful. Because you don’t relate to anything as much as to other human beings.”

 

To hear more from David Fischer tune into this week’s episode of Copenhagen Fashion Summit Off the Record. And, for more be sure to subscribe on iTunes.

 

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