I am writing this article on 16th February, and the news about John Julia came out on 15th February as a press release at several well-known sites like marketwatch.com and benzinga.com. The announcement was quite impressive; That tempted me to share my opinion of making a one-stop online store where you will only see items from brands whose primary focus is sustainability. Before discussing my views, we shall first see what the announcement covers.
John Constandinou founded the John Julia International Co. In his own words, he says, “We are thrilled to launch John Julia, a game-changing e-commerce store that will transform consumers’ perspectives on sustainable fashion. Our goal is to create a central hub for conscious fashion and drive the industry towards sustainability through our partnerships with responsible fashion labels. We are dedicated to carefully selecting brands that prioritize ethical sourcing, environmentally responsible production, and environmental partnerships.”
The e-commerce store will feature items made from environmentally responsible materials like organic cotton and recycled polyester.
The primary strategy of John Julia is to partner with like-minded brands who stand with the voice of sustainable fashion by giving priority to corporate transparency, ethical sourcing, responsible sourcing, and eco-friendly materials. The website johnjulia.com will incorporate a filter that will allow us to filter through brands that align with our values. We can choose from BIPOC-owned, certified organic, vegan, and environment-friendly options made from recycled materials.
The press release also told us how they would impact the world. With every purchase, they will plant trees in critical areas around the globe, and carbon-neutral shipping will be provided with every delivery and return. Additionally, they will offer complimentary styling from the company’s style expert, who is not groundbreaking. Still, good to have for those customers who struggle pairing clothes for different occasions.
I want to be optimistic, but many brands started promising to deliver certain things but either failed or did not yield 100% of their sayings. However, I want John Julia to succeed in fulfilling their promise when it launches later this year because finding a genuinely sustainable brand is challenging as we think nowadays. Most companies use the word ‘sustainability’ as a marketing approach to convince customers that they are wearing clothes made in heaven with great social responsibility and not exploiting nature.
But, numerous research has found that many suppliers that ‘big brands’ contract doesn’t even provide lively wage to the laborers to make clothes cheaper.
I only have one request to John Julia: they do a damn good research before selecting any brand as their partner to sell sustainable fashion because there will be brands who will contract them convincing that they are sustainable or close to achieving it, but who knows when they’ll. And we also need to find out whether John Julia will be 100% transparent to customers about how they select the collaborators, which metrics they’re using, and how to be 100% sure they’re truly sustainable. These are some problems that john Constandinou needs to address.
We can only conclude John Julia is a one-stop place for genuinely sustainable fashion when it is rolled out completely, so let’s be optimistic but not have unrealistically high hopes.
Michael is heavily inclined towards traveling to natural places and documenting cultures/people from different parts of the world. He also loves hiking and camping and is spirited toward all outdoor activities. He will share his passion for outdoor life and brands or products we use outside our homes. He has good research skills, and that’s why you can see why his articles are packed with info that is factual and not readily available. He also has the vision to travel the whole world and share it with all readers of Outdoor Favor.