When individuals are considering how to minimize their carbon footprint, thoughts often turn to air travel with its large emissions, while some small day-to-day changes may be overlooked. The obvious daily changes that can be made include food choices—such as reducing meat and dairy consumption; personal energy use and supplier; and reduced consumerism.
The apparel industry has a big problem. At a time when the economy is growing, unemployment is low, wages are rebounding and consumers are eager to buy, Americans are spending less and less on clothing.
The woes of retailers are often blamed on Amazon.com Inc. and its vise grip on e-commerce shoppers. Consumers glued to their phones would rather browse online instead of venturing out to their local malls, and that’s crushed sales and hastened the bankruptcies of brick-and-mortar stalwarts from American Apparel to Wet Seal.
But that’s not the whole story. The apparel industry seems to have no solution to the dwindling dollars Americans devote to their closets. Many upstarts promising to revolutionize the industry drift away with barely a whimper. Who needs fashion these days when you can express yourself through social media? Why buy that pricey new dress when you could fund a weekend getaway instead?
Misha Nonoo was once your typical prestigious, lovely, small-to-medium-sized designer fashion brand—the sort celebrities and critics often adore. It made seasonal collections. It staged expensive, well-received runway shows at New York Fashion Week. It sold wholesale to upscale retailers such as Bergdorf Goodman, Neiman Marcus, and Shopbop.
Misha Nonoo the designer has since taken a giant risk, and ditched that model entirely.