Christy Dawn's founders on making 'farm-to-closet' fashion a reality
The Glossy Podcast · with Aras Baskauskas & Christy Dawn Baskauskas · July 24, 2024 · 53 min
Summary
Christy Dawn's founders share their journey building a "farm-to-closet" fashion brand, emphasizing intentionality, ethical practices, and regenerative agriculture. Learn how they leverage deadstock fabrics, cultivate local manufacturing relationships, and engage customers in their Land Stewardship Program to drive over $15M in revenue and scale a sustainable business model. This episode provides a blueprint for brands looking to integrate deep sustainability and ethical sourcing into their core strategy.
Key takeaways
Implement a "farm-to-closet" or similar vertically integrated, ethical supply chain model to ensure transparency and sustainability from raw materials to finished product, as exemplified by Christy Dawn's cotton production.
Utilize deadstock fabrics to minimize waste and offer unique product differentiation, addressing textile waste while maintaining ethical production practices.
Develop a "Land Stewardship Program" or similar consumer-investment initiative to engage customers directly in your sustainability efforts and create a deeper brand connection and loyalty.
Strategically leverage celebrity endorsements and PR to fuel brand popularity and growth, as Christy Dawn has successfully done with A-list celebrities.
Plan for strategic retail expansion and new product category launches (e.g., menswear, intimates) to diversify revenue streams and reach a broader customer base, while maintaining brand values.
Since launching the sustainability-focused fashion brand Christy Dawn in 2014, co-founders and partners Aras and Christy Dawn Baskauskas have prioritized intentionality and ethical practices. For example, the brand uses deadstock fabrics to create apparel. Plus the Baskauskases have built and maintained relationships with farmers and local manufacturers in Los Angeles, allowing them to build on their sustainability. efforts. In 2021, they launched the Land Stewardship Program, empowering consumers to support the brand's regenerative farming initiative by investing in plots of land used to grow cotton for items like the bestselling Dawn Dress.
A decade into its existence, Christy Dawn's sustainable practices, signature pieces and A-list fans have continued to fuel its popularity. Taylor Swift, Selena Gomez, Emma Watson and Dakota Johnson have been spotted wearing the brand.
Now, Christy Dawn is in expansion mode. In 2021, it opened a flagship store on L.A.'s highly frequented Abbott Kenney Road after closing its first store on Lincoln Boulevard due to the pandemic. According to Aras, in 2022, the brand reportedly made over $15 million in revenue. This year, Christy Dawn is expanding into the men's and intimates product categories.
On the latest episode of the Glossy Podcast, the founders discuss how they are establishing a system of "farm-to-closet" fashion and thinking about growth.
Implement a "farm-to-closet" or similar vertically integrated, ethical supply chain model to ensure transparency and sustainability from raw materials to finished product, as exemplified by Christy Dawn's cotton production.
What does this episode say about brand & content?
Utilize deadstock fabrics to minimize waste and offer unique product differentiation, addressing textile waste while maintaining ethical production practices.
What does this episode say about supply chain & operations?
Develop a "Land Stewardship Program" or similar consumer-investment initiative to engage customers directly in your sustainability efforts and create a deeper brand connection and loyalty.
What does this episode say about finance & fundraising?
Strategically leverage celebrity endorsements and PR to fuel brand popularity and growth, as Christy Dawn has successfully done with A-list celebrities.
What does this episode say about dtc strategy?
Plan for strategic retail expansion and new product category launches (e.g., menswear, intimates) to diversify revenue streams and reach a broader customer base, while maintaining brand values.
