Kourtney Kardashian Barker is Boohoo’s new ambassador, with a stated mission to ‘discover more about sustainability and style’ and to understand ‘the fashion industry’s environmental impact’.
There are two limited-edition capsule collections that Boohoo and Kardashian Barker have collaborated on, the first with 46 pieces. The collection is said to be well priced and sustainable. It launches September 13 at 12 p.m. EDT ahead of Boohoo’s “see now, buy now” New York Fashion Week show at 8 p.m. that evening.
Forty-five of the pieces are priced between US$6 and US$100. Two are vintage, the first time Boohoo has entered this area. Forty-one of the forty-five contain recycled fibres; twelve are made in the UK, including at Boohoo’s own factory; five can be worn in multiple ways.
Two are made from cotton connect, which has trained farmers in more sustainable production.
UK customers will be able to hire a selection of garments in an effort to extend their life cycle. They are also given information on how the items are made and a document on how to extend their lives.
Kardashian Barker wanted to use her celebrity status to draw attention to sustainability and consumer education, rather than lend her name to more consumerism.
Her journey with Boohoo has been captured in a social content series as she discussed her concerns with global experts and learned about the issues the industry has. The series touches on topics including worker welfare, human rights, textile waste, upcycling, resale, and vintage fashion.
‘When Boohoo first approached me with this idea that was all about sustainability and style, I was concerned about the effects of the fast fashion industry on our planet. Boohoo responded with excitement and a desire to incorporate more sustainable practices into our line. It’s been an enlightening experience speaking directly with industry experts. I’m grateful for the opportunity to use my platform to drive conversations that lead to ongoing change and use my voice to share actionable tips with consumers on how we can play our own part,’ said Kardashian Barker in a release. ‘There’s still lots of work to be done and improvements to be made, but I truly believe that any progress we can make when it comes to sustainability is a step in the right direction and will open up the conversation for future advancements.’
Kardashian Barker has involved Stephanie Shepard, co-founder of Future Earth, to get to the heart of the issue and find the hard questions that they needed to ask.
Carol Kane, co-founder and executive director of Boohoo Group, added, ‘We are delighted to be working with Kourtney. We all know there’s an environmental and social cost to producing clothes, but there are ways the fashion industry can be smarter. Boohoo has taken the bold decision to listen to our customers when they tell us they want to make more sustainable choices, but that the jargon makes it hard to really understand what their options are.
‘When we first met with Kourtney, she said exactly the same thing, and we realized we had an opportunity to use this collaboration to try and help inform our customers and empower them to make more informed choices. When we spoke to the experts from across the industry, everyone said education was the key, and we could all see this was quite a unique opportunity to speak directly to millions of people across the globe and deliver something we don’t believe has been done before.’