Query Corner


How can you approach sustainability in your millinery practice in an authentic and practical way?


Answered by Martine Henry


Millinery brands have something of a head start when it comes to sustainability, as many are small businesses, making by hand with a focus on bespoke commissions rather than mass production. When thinking about sustainability, it is important to show up authentically. Always be honest and transparent about what you are doing and be clear about how your work falls under the banner of sustainability, while remaining true to yourself and your brand. To avoid being accused of greenwashing, be mindful of labelling yourself as 100% sustainable unless you can demonstrate this throughout your entire process, from sourcing materials to the welfare of people and animals, and the environmental impact of practices along your supply chain. Consider the materials you use, your production methods, the quantities you are making and the full lifecycle of your product. Look for quick wins as a place to start – you are probably already making the most of your millinery materials, using offcuts and scraps to create trims. Challenge yourself to use only the materials you have in your studio to create a collection, rather than buying new. If you need something else, reach out to your maker community and swap materials as a way of reducing waste. If you must go shopping, think about sourcing second-hand, vintage and deadstock materials. When it comes to materials you no longer wish to use, consider putting them on a resale site.


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If you are not comfortable profiting from the resale of certain materials for moral reasons, e.g. feathers, you could donate the proceeds to charity or give the materials themselves to a local school for use as art supplies. In addition to the materials you use to make your hats, think about your merchandising materials as well. For example – do you really need printed business cards? Consider e-cards instead, or if you prefer something physical, look for companies that prioritise sustainability. Most companies will have at least one option for recycled card stock and/ or be able to verify whether their card stock comes from an eco-friendly source. Look at your packaging materials too. Use up what you already have to avoid waste and make a note to switch to an alternative source at a later date. However you engage with your audience, be it through a newsletter or via social media, you can bring people along on your journey by sharing what you are doing now in terms of sustainability and, if you feel comfortable, what you are working towards in the future to help keep you accountable. The topic of sustainability can feel overwhelming once you start to delve into it, but focus on being transparent and do not feel you need to have all the answers straight away. Small changes are better than no changes at all, and as you research the topic, you can always adjust your approach as you learn more.


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