We look at the sudden arrival of the FourTwentyTwo company from North Macedonia, and their range of biodegradable tights and hosiery and ask – are Millennials going to buy this?
The phrases “ecologically friendly” and high volume fashion – don’t really go hand in hand. Cheap as chips ladies fashions, designed to be thrown away after just one or two outings, even if they last that long, – are the hallmarks of so many teenage buying patterns with their limited budgets. And the focus of high level brands with their focus on “technology”, usually comes at a high price tag, because it’s high tech. It’s cool.
Or maybe it isn’t. Launched just a few weeks ago in London, the FourTwentyTwo company message is that is that ecological and looking after the planet is a millennial focus, and that their biodegradable range of tights with aloe vera extract – and their antibacterial tights with green tea extract – are spot on in the current mindset of people of all ages.
Sure, there are some compelling stats; the Presentation that Sanja at FourTwentyTwo sends me, has a solid business case for where this aspect of fashion is going. And it has one big advantage over others, which is that the Four Two Two range is both fashionable, but it is also a volume business that is in tune with our desire to lower fossil fuel and plastic consumption.
And whilst there are plenty of domestic producers of plant based garments or food, they tend to be hidden away, almost niche. This launch, looking for retailers and commercial partners – is bold and open.
Full details of the FourTwentyTwo offering and their discussion about plant use, can be seen at: https://fourtwentytwo.eu/