Wednesday, 23 January 2008

NVOHK: eco-fashion managed by the people who wear it

All these new, green eco-fashion brands. They are soo cool, soo green, soo georgeous. A serious fashion event can't do without them. And there we are. Sometimes I wonder, why all activists, all creatives, all green thinkers are capitalist entrepreneurs nowadays. Do we really believe consumption can save the planet? Concurrence will make us more friendly to each other? Fashion brings enlightenment?

In this light, initiatives that strive to create a different company model are rather interesting. There is a growing a amount of network / community based social companies. Although they are pioneers, they also set the trend in an era dominated by web2.0.

Fashion 2.0

A good example of a community managed company is the eco-friendly surf brand NVOHK. They recruite members through what they call a "crowdfunding business" to develop and launch a new lifestyle brand that blends social responsibility and financial performance.

Based in Los Angeles, Nvohk is recruiting 20,000 - 40,000 members to contribute $50 a year to develop and shape the nvohk brand. Members will make major business decisions including logo design, web design, product design, advertising, etc. Members will also receive a free member t-shirt, 35% of nvohk's net profits in the form of reward points that can be redeemed to purchase products, and 25% off all nvohk products. nvohk will donate 10% of net profits to environmental organizations selected by its members.

I just heard from my partner Cecilia that she already is a member. I am curious...


1 comment:

tumbleweed said...

funny how people like to bunch together to create uniforms...i much prefer the r(eco)fashion look myself...
see for examples