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The Business of Fashion Podcast

Joy Howard on Community Fuelled Sustainability

Oct 28, 2022
Joy Howard, founder of the degrowth brand Early Majority, discusses her passion for community-driven sustainability. She shares her journey from Patagonia to creating a brand focused on timeless, multifunctional clothing instead of endless collections. Joy highlights the power of token-gated commerce and how engaging a community can reshape consumer habits around product lifespans. The conversation dives into the challenges of traditional growth models in fashion and the exciting potential of Web3 to foster authentic connections in the industry.
37:18

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Quick takeaways

  • Joy Howard advocates for a degrowth approach in fashion, emphasizing the importance of creating fewer, meaningful products to minimize environmental impact.
  • Early Majority's community-driven model transforms consumer relationships by fostering engagement and co-creation around sustainability rather than traditional transactional experiences.

Deep dives

The Evolution of Taste in Automotive Design

Good taste in cars often reflects sophistication and class, highlighting the emotional connection individuals have with their vehicles. The Range Rover Evoque stands out as an exemplar of this idea, blending elegant design with advanced technology and premium materials. Its striking exterior features, such as a floating roof and three-dimensional grille, create an image that is both bold and subtle, epitomizing Range Rover DNA. The interior's calm and minimalist cabin further enhances the driving experience, showcasing how a vehicle can serve as a statement of personal taste.

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