The buying public have made it very clear over the past few years that they are aware of the reality of global warming, the incredible amount of textile waste polluting the earth, and are actively seeking to support brands that are making changes to increase the sustainability levels of their offerings.
Luxury brands, including Prada, Gucci, Burberry, Versace, and Michael Kors have bowed to consumer pressure and have removed fur from their collections with many citing sustainability and consumer demand for the change as key reasons.
In September 2018, Call It Spring announced that it was shifting its strategy to reach the huge demographic of Generation Z buyers, which they felt were being under served.
At the time, vice president Monia Atijas said, “We recognize that it’s not just about the product for our customers. The new generation is hyper-aware of social issues – they demand transparency. They are the first generation to grow up knowing only a world with Internet. So as a brand, it’s our responsibility to give them the answers they are looking for.”
Not even a year later, Call It Spring has transitioned to 100% animal-free product offerings. While the majority of Call It Spring products were already 90 percent vegan, changing the remaining 10 percent of materials and sourcing for a global fashion brand did require considerable planning.
Speaking about the transition to vegan, Atijas explains: “This has been a journey for Call It Spring. The first step, deciding to make vegan fashion more accessible for our customers, was an obvious one. We then had to conduct a thorough assessment of all products, identify what materials and components needed to be replaced, develop a vegan policy that outlined what materials were no longer permitted, and devise steps to ensure all products would be entirely free from animal materials or derivatives—animal skins, feathers, fur, hair, wool fibres, shells, real silk, and animal-based adhesives or components.”
Customers can now shop for the PETA-Approved Vegan products online and at more than 400 stores globally and can identify vegan options by looking for the “V” on the boxes, soles of the shoes, and on product pages online.
As part of the brand’s journey and its recognition that vegan fashion does not always equal sustainable fashion, Call It Spring is also working to improve its sustainability. All Call It Spring packaging is FSC-certified, and as a brand under the ALDO Group, it is a proud member of the Sustainable Apparel Coalition, and part of the first fashion footwear and accessories company in the world to be certified climate neutral.
“We’re extremely proud to offer the same on-trend and affordable options as always, but now with the added benefit of our shoes, accessories, and handbags being completely animal-free,” said, Alyssa Whited, Global Marketing Director. “This is more than a single collection or product offering. It is a key step in Call It Spring’s brand promise to create a better tomorrow, together. We wanted to make it easier for our customers to shop for affordable, animal-friendly options, and to feel good about their choices, without compromising on style. For this reason, we have gone fully vegan without increasing our prices.”
The ALDO Group is Montreal-based and a world-leading creator and operator of desirable footwear and accessory brands. With 3,000 points of sale in over 100 countries around the world, the organization operates under two signature brands, Aldo and Call It Spring, and a multi-brand retail concept, GLOBO. The ALDO Group is also an industry-recognized wholesale distributor and third-party sourcing provider of fashion footwear, handbags and accessories. In addition to its head office in Montreal, the ALDO Group has international offices in Europe and in Asia.
- Mona Butler is a freelance writer based in Vancouver, BC.
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