Responsible and sustainable vision - Trends-Tendances on PC

Responsible and sustainable vision – Trends-Tendances on PC

Stanley & Stella celebrates its 10th anniversary. Active in the printed clothing market, the Brussels company intends more than ever to reduce its ecological footprint and increase its societal impact.

“Our innovative textile company produces quality apparel for printing and decorating. We aim to make our supply chain 100% sustainable, but we know the future will be fraught with challenges,” says Jean Chabert, CEO and founder of Stanley & Stella, in the company’s sustainability report. A report whose cover was entirely made from textile scraps…

“Our innovative textile company produces quality apparel for printing and decorating. We aim to make our supply chain 100% sustainable, but we know the future will be fraught with challenges,” says Jean Chabert, CEO and founder of Stanley & Stella, in the company’s sustainability report. A report whose cover was entirely made from textile scraps… Suffice to say that in this company based in Auderghem, sustainability is neither an empty word nor a declaration of intent linked to the spirit of the times . “We do what we say but that does not mean that we are perfect, far from it, adds Jean Chabert. We refuse to let what we cannot do prevent us from doing positive things. This is what motivates us .” Often singled out, and rightly so, the textile industry is one of the most polluting on the planet. Having established this observation, what can be done to limit its impacts, not only environmental but also societal and human? It is on the basis of this reflection that Stanley & Stella was born in 2012. For the record, the name of the company is inspired by the two main characters of the play by Tennessee Williams A streetcar named Desire. On its modest scale, Brussels society intends to contribute to a more sustainable world. To achieve this, it intends to be present upstream and downstream of the sector. “From the cultivation of cotton to the marketing of clothing, we encompass the entire ecosystem. Today, whatever the sector, an industrial project cannot be carried out without integrating a societal project. The companies that implement it don’t know will not last. We also observe that young people are less and less attracted to them.” The journey of the fabrics designed by Stanley & Stella begins in India as well as in Turkey where the organic cotton comes from and continues mainly in Bangladesh and incidentally in China. The clothes are then sent by ship to Europe and distributed on the European market, of which three countries (France, Germany and the United Kingdom) represent more than half of the turnover. This should oscillate around 175 million euros this year. “Since the launch of Stanley & Stella, we have grown on average around 50% per year in terms of sales”, underlines the CEO. This spectacular progress earned the young SME a place among the Brussels Gazelles in the medium-sized enterprise category in 2019. Three years later, the Gazelle is still in brilliant health and has some 170 employees. And it is always looking for new ones to support growth in a market increasingly attracted by its approach, even if it first has to convince its B to B customers. best “brand ambassadors” as Jean Chabert likes to call them. Stanley & Stella is active in a European market for the sale of printed clothing where there are roughly 150,000 players. “Our network of partners represents less than one percent of this total, explains Jean Chabert. We want to build a collection and a strong brand. Partners wishing to work with us must get involved in the project which aims to reduce our impact and , when this is not possible, to put in place additional actions to offset the negative impacts. Customer satisfaction is essential, but we really want them to commit to their responsibility.” A speech that requires a little more time to percolate, as well as a certain pedagogy. With the aim, ultimately, to reach a client who is largely recruited among communication agencies and event organizers. A recipe that works in view of the results achieved and the success of the brand. Sign of its attractiveness, no less than 650 people are expected for the celebration of the company’s 10th anniversary. The event will take place in its office and collection presentation spaces which extend over two levels and 3,000 m2. “In our showroom, we will be presenting various creations made from recycled products, continues the CEO. This will be an opportunity to show our innovative nature, which we intend to combine with excellence, sustainability and people. This last point is essential. in our approach, from the organic cotton grower to the end customer, including the workers in the textile factories and the retailers, without forgetting our employees, who are moreover invited to visit the factories as well as growers to see for themselves what we are doing.” With its responsible and sustainable vision, Stanley & Stella has stood out in a market where there is no shortage of players. Especially since it has integrated the ecosystem in its entirety, not neglecting any link in the chain. If the production takes place in Asia, the printing and the finishing are ensured in Europe with the network of partners. “I often compare what we do with a pizza: the dough comes from Asia but the ingredients are added here according to the customer’s wishes. A concept which has the advantage of being able to allow us to quickly deliver the end customers.” Supporting results, Stanley & Stella has in any case demonstrated that it is possible to succeed economically in the textile sector while being more concerned about the environment and improving living and working conditions in production sites. and manufacturing. But on the condition of fully committing to the project and making it sustainable…

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