Crestwell Brands Pty Ltd

Crestwell Brands is a responsible sustainable fashion business with global sales and distribution seeking an equity partner to grow the business.

OVERVIEW

Crestwell Brands may be new, however its founders Melanie and Dean Flintoft, have a lifetime of experience and successes in the industry. Melanie and Dean founded Australian Fashion Labels (AFL) in 2007 with a single women’s wear label created from humble beginnings in an Adelaide lounge room, the pair, Melanie as Creative Director and Dean as Managing Director, proceeded to develop it into a multi-brand portfolio with a turnover of approximately $60m. By (2013) the business was made up of 6 separate labels with a multi-brand online store and took on global expansion, wholesaling in more than 20 countries, taking on a bricks and mortar presence in the United States and Australia, and retailed online in both the Northern and Southern hemisphere.

 

After a successful 17 years in business, the Covid-19 pandemic proposed a significant range of challenges to the business structure, which led to a serious downturn propelling the business into administration. Australian Fashion Labels was sold to a new consortium of partners in March 2021.

 

In the face of a world pandemic, the awakening of the impact of climate change, and a refreshed and renewed sentiment, Crestwell Brands emerged in April 2021. Built on the foundations of responsible business practice, Crestwell Brands is a sustainable vertically integrated values-led lifestyle and fashion business. Harnessing Dean and Melanie’s passion, lessons and new perspective for luxury, the portfolio company will utilise the power of design as a platform to change the way that fashion is made, worn, and used through a combination of direct to consumer, strategic wholesale partnerships and a multi-channel approach to marketing and communications.

The debut brand, Sunset Lover is currently in production, and is led by Melanie Flintoft and a team of professionals within the fashion, design, sustainability and retail industry. Collections have been designed specifically for seasonality within each hemisphere with wholesale distribution in place for the initial target markets of the United States, Australia, Europe, United Kingdom, Middle East and China.

 

The fashion and retail market have undergone major shifts over the last decade and Covid-19, Climate Change, Human Rights movements, and technology have only accelerated these. Not only have these global issues awoken a shift in sentiment towards the definition of what luxury is within the sector, they have exposed risks with the fashion industry that cannot be ignored and rather than ignore, Crestwell Brands will harness these into opportunities for what the future of the industry can

be.

 

·       The fashion industry produces 10% of all humanity’s carbon emissions and is the second-largest consumer of the world’s water supply. That’s more emissions than all international flights and maritime shipping combined. 

·       The equivalent of one garbage truck full of clothes is burned or dumped in a landfill every second. In total, up to 85% of textiles go into landfills each year. That’s enough to fill the Sydney harbor annually. 

·       Washing clothes, meanwhile, releases 500,000 tons of microfibers into the ocean each year — the equivalent of 50 billion plastic bottles.

·       Fashion is ranked second on the list of industries contributing most to modern slavery. 

·       It takes about 2,650 litres of water to produce one cotton shirt. That’s enough water for one person to drink at least eight cups per day for three-and-a-half years.

·       Textile dyeing is the world’s second-largest polluter of water since the water leftover from the dyeing process is often dumped into ditches, streams, or rivers. The dyeing process uses enough water to fill 2 million Olympic-sized swimming pools each year.

 

From environmental pollution to the exploitation of factory workers, the US$3.5 trillion global apparel industry is one of the most destructive in the world, and consumer tolerance for these failures is wearing thin. 

McKinsey’s Consumer Sentiment on Sustainability in Fashion report (2020) found:

 

·       2/3 of surveyed consumers want brands to do more on climate change.

·       88% said brands should try harder to reduce pollution.

·       67% want sustainable materials.

 

Fashion retail search engine Lyst has also noticed a rise in the care factor. Their 2020 Conscious Fashion Report shows a 37% increase in searches for sustainability-related keywords. Searches for “vegan leather” increased by 69% year-on-year. “Organic cotton” also shot up, as did “recycled plastic” and “biodegradable”.

 

And Fashion Revolution’s research also shows that consumers “are deeply concerned” and “want brands and governments to step up their efforts to protect the environment and tackle social challenges along global supply chains”. 

 

At Crestwell Brands, we believe that the fashion industry can harness the mentality of its creative thinkers and work collectively to meet the demands of the new consumer, and the planet. It is an investment into the future of our industry, and is a long-term approach.

 

At Sunset Lover we are dedicated to driving a New Luxury with a positive transformation of people, planet, and profit. 

 

We see investing into responsible and regenerative business practices as an opportunity, one of which will scale and aim to be at the forefront of this movement. Sunset Lover is a platform to create the new narrative of fashion and we will work with our team and partners to transform the industry into one that is transparent, circular, regenerative, and inclusive. We intend to communicate openly and honestly, educating ourselves and our community as sustainable clothing should never compromise style, high quality, and impeccable fit.

 

With every sunset, there is an opportunity to R.I.S.E. Grounded in authenticity, our philosophy of Modern Design encompasses the duty we have to drive responsible impact for society and the environment. We prioritise style over fashion, and we design to empower our community to celebrate and express their individuality. Our mindful and conscious approach to every business decision can imbue confidence that every investment into our brand, is an investment into the future of our people and planet, the New Luxury.

Sustainability is the capacity to respond to the basic needs of all with what we have. Our overarching sustainability strategy is to manage our responsibilities throughout our supply chain and to be accountable to our stakeholders, including employees, customers and partners. 

 

·       Actively engage with our customers to help them make informed choices.

·       Protect the environment by producing and consuming responsibly.

·       Champion our people and provide a dynamic, diverse and supportive workplace.

·       Operate with integrity and place responsible business at the heart of what we do.

 

Sunset Lover is aligning with the following UN Sustainability Development Goals (SDG'S) 

 

12. Responsible consumption and production

13. Climate action

17. partnerships for the goals

 

 

We take a modern approach to design - every decision we make intersects with the positive impact we can make on people and planet. Employing circular design strategies, we cater to our customer who prioritises style over fashion, invests in high quality and timeless pieces that form the staple of the modern wardrobe and leans into the opportunity that clothing provides as a vehicle of storytelling. We have an unwavering commitment to sourcing and investing in fibres that promote the health and wellbeing of our earth - aligning to the most relevant climate strategies and nurturing the skills of the makers. We carefully work towards selecting the highest quality

ethical and sustainable materials so that your favourites never wear out. Unique multi-functional garment designs with specific wrap or tie details, intended to be worn multiple ways. Scarfe prints, statement knitwear, outerwear and tailoring are key to the brand identity. We only produce small, curated collections offering thoughtful transparent inclusive product with inspiration for each delivery.

 

The heart of our brand, Sunset Lover is a community of forward-thinking, empowered, and curious individuals. Our internal team is made up of passionate people who are dedicated to driving positive social impact through the curious lens of design. Our responsible sourcing strategies have been developed to support an industry that powers the livelihoods of farmers, makers, and creatives and is a compass for decision-making across the business. Through our considered approach to business, we aim to support our local and international community of employees, value chain partners, and customers as well as acknowledging and paying homage to our local heritage.

 

Our governance strategy encompasses our commitment to responsible and diverse business practices through a defined approach and a suite of policies and goals including:

• Code of Conduct.

• Diversity & Inclusion.

• Whistle-blower Policy.

• Animal Welfare Policy.

• Industry alignments.

 

Our long-term approach to design is stimulated by R&D into innovative solutions to responsible business practice. We are dedicated to working towards and driving localised solutions to responsible fashion.

 

To ensure that we are employing circular design strategies and integrity, we take a considered approach to design. Leaning into our core values, we are developing a product strategy and roadmap to achieve our goals with the following outcomes:

• Preferred fibres matrix which is based on brand values and climate goals.

• Certification matrix.

• End of life solutions.

• RSL (Restricted Substances List for Finished Products) and MRSL (Manufacturing Restricted Substances List). These are lists created to indicate substances considered harmful or hazardous, of which should ultimately not be found on any apparel item.

Responsible procurement and sourcing are key. Every purchasing decision is an investment into the future we want to see, therefore we need to establish responsible strategies and goals from the outset. Our procurement strategy will have the following outcomes:

• Ethical sourcing strategy including supply chain mapping and social and environmental audits.

• Packaging strategy that utilises FSC (Forest Stewardship Council) certified materials and avoid unnecessary plastic and maximise recyclability aiming for 100% recyclable and compostable. Parcel envelopes, packaging notes, return and swing tags are also to be made of FSC certified materials.

 

Ethical Sourcing is the cornerstone of any brand’s responsible business journey. We must ensure that we are operating within the framework of both International and local laws and lean into developing strategies and working alongside our extended teams (supply chain) to mitigate any risks, and positively transform the retail supply chain. Our objective is to have full visibility and positively influence our extended team on both a social and environmental level. Our Ethical Sourcing strategy is underpinned by our

commitments to design and community with a suite of policies that outline our minimum requirements when working with our partners.

 

We will also be leaning into local production of fibres and manufacturing when possible. The Sunset Lover Code of Conduct has been developed to reflect our requirements from partners that we work with along each path of the supply chain. It is required that every partner within our supply chain, cites, signs and returns a record of our code on a yearly basis.

 

Supply chain transparency is imperative to ensure our partners are working to our policies, as well as maintaining compliance with local laws. To achieve transparency, we need to work with our partners to map our entire supply chain - becoming a 3D organisation. Our aim is to have an insight into each Tier of our supply chain - from raw materials all the way through to us at the brand level.

Implementing a traceability system within our business ensures that we can work towards achieving our sustainability goals which encompass preferred fibres, non-toxic chemicals and social responsibility. We need to be able to identify all elements of our products, ensure that they are responsibly sourced, and effectively prove it with relevant documentation. We do this by combining our supply chain mapping exercise, requesting relevant audits at the factory level, and requesting a clear and verified chain of custody for each fabrication.

 

We are aware of the current climate crisis and will work to ensure that we are minimizing our footprint with Carbon goals and a roadmap with implementation structure.

 

Our fibre portfolio has been carefully developed in line with our commitments to circular design principles, community, and innovation. We place a strong focus on traceability and certification, to ensure that our production minimises its impact on people and planet. Regeneration and biodiversity are a key focus, and we will work to transition our portfolio of preferred fibres through developing key partnerships with industry and investing in innovations.

 

Primary focus will be the direct-to-consumer online model coupled with a digital strategy for growth enhanced by collaborations with influencers and celebrities. Company flagship retail stores in strategic locations are to be curated and personalised by an interior designer with not only Sunset Lover but also art, homewares and gifts. A women’s lifestyle store with everything for sale. Wholesale sales agents and distributors are in place for USA, UK, Europe, Middle East, China and ANZ with wholesale being a crucial element in the initial phase for branding, awareness and volume.

 

 

MATCHES FASHION

BROWNS FASHION

NET A PORTER

SELFRIDGES

COGGLES

YOOX

HARRODS

DOVERSTREETMARKET

 

24s

GALERIES LAFAYETTE

MY THERESA

INTERMIX

FORWARD

FARFETCH

SSENSE – CANADA

TENET

MOHAWK GENERAL STORE

UNDER THE BAORD WALK

GOOP

SHOPBOP

MARKET HIGHLAND PARK

ATHENE

FRANKIE

LUDIVINE

MODA OPERANDI

BERGDORF GOODMAN

DAVID JONES

MODESPORTIF

TOSCANI

INCU

THE UNDONE

SHOWROOM X

 

HARVEY NICHOLS - DUBAI

LANE CRAWFORD

HANWHA GALLERIA –

KOREA

TARGETED RETAIL PARTNERS

  

We are utilising a Sydney based market leading e-commerce and digital agency growth partner for fashion. We will be using this Agency as a strategic growth partner

for scaling our online business as they have extensive experience in amplifying revenue and customer bases as well as success with global penetration into the USA and other key markets. They are experts in digital performance marketing and masters in e-commerce growth through data, technology, digital advertising, and brand performance.

 

What we will utilise them for:

• Digital / e-commerce growth strategy.

• Paid social.

• Paid search.

• Search engine optimisation.

• Digital design.

• Email / CRM marketing and automation.

• Brand marketing.

• Affiliate marketing.

 

PR is a critical aspect and a global approach based out of London and China will be used to drive brand awareness and adoption. User Experience drives consideration and purchase (conversion) so our websites will be localised for language, currency, payment options and seasonality. Optimised User Experience, PR and Marketing drive loyalty along with speed of delivery, packaging, returns policy and retention marketing inclusive of a loyalty program. It is vital we communicate the brand values effectively to green consumers at all stages of the purchase journey. It is important we link any content imagery back to the product as well as finding a considered way to be transparent and providing data and certification where possible. While we may not detail all information through social media. All information should be readily available on our

website.

Technology is Shopify with a headless website model for NH and SH that operate independently. We will use a multicurrency third party solution for inexpensive international trading in multiple currencies. We will enable email and SMS registration (sitewide, off-site and social). Eventual T-Mall site to be developed with local trade partner TP for China market with local fulfilment.

 

The Australian fashion and textile industry is worth $27.2 billion ($3.5 Trillion Globally) according to a study by The Australian Fashion Council. This presents an undeniable

opportunity for locally based fashion companies, to not only develop thriving businesses, but to utilise the craft as a vehicle of changing consumer and market-based needs. Style, longevity (not disposability), sustainability and ethics play a much greater role at all points along the consumer’s journey.

At Crestwell Brands - Sunset Lover: our sustainable and ethical values align with this new market-based expectation as we utilise modern design principles that not only satiate the palette of the most discerning individual, but that serve the growing emphasis on people and planet.

 

With every sunset, there is an opportunity to R.I.S.E.