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ReWire Sustainability 2021: The power held within brand ethos

Simon Cotton, CEO of Johnstons of Elgin and Carla Woidt, founder of Wolfgang Scout discuss how ethos-based decision making could impact the fashion industry across every level.

12th March 2021

Knitting Industry
 |  Online


Beth Ranson reports

Poised at opposite ends of the ‘business structure spectrum’, Wolfgang Scout and Johnstons of Elgin could be seen as incomparable. But it was on the grounds of their shared commitment to brand ethos that Simon and Carla shared their thoughts on how ethos can – and should – impact decision making processes.

With no joining fee, the ReWire Sustainability conference organised by MOTIF spanned three days, from February the 24th to the 26th. The event line up offered panel talks discussing issues from water footprints to sourcing sustainable viscose. Slotted between the wider ranging discussions led within panel conversations were the ‘Fireside Chat’ segments, offering opportunity to hear a relaxed conversation between industry leaders. It was within a ‘fireside chat’ that Simon and Carla shared their thoughts on the value held in brand ethos when approaching sustainable design and manufacturing.

© Wolfgang Scout.

Served by their local river, for 223 years Johnstons of Elgin has produced knitted textiles and knitwear. As one of the first mills to work with luxury fibres in 1851, Johnstons has grown into a luxury lifestyle brand with a unique business model, focussing on fibre all the way through to finished products.

Read the full story on Knitting Industry Creative

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