SUPACULT – SUSTAINABLE FASHION FROM BRANDS IN TO LAUNCH AT LICENSING EXPO
Supacult, a new sustainable fashion brand targeting the consumer-savvy and on-trend Gen Z consumer will launch this week at Licensing Expo 2022 in Las Vegas. Lines from the Supacult range will be unveiled in the Products of Change Business Lounge over the course of the three-day show, it is announced.
Supacult aspires to be a brand which is as sustainable as possible, focusing on the fashion conscious consumer who wants high-quality jersey-wear apparel that’s been ethically and responsibly produced. There will be six tees and sweats capsule ranges per year for men and women in a target age group of 15-35. Supacult launches with its own DTC website and a select number of curated wholesale fashion accounts including Next and Zalando.
The designs are intended to be bold and bright, fusing the iconic artwork of pop culture with the world of on-trend fashion wear that is sustainably produced and easy to wear. Drawing upon the existing strong licensor partnerships already in place Supacult designs will feature some of the world’s largest entertainment properties from Disney, Warner Bros. and global music artists in capsule collections that are both iconic and classic.
The product itself is at the heart of the Supacult brand. Blanks are sourced from a leading supplier which has been licensed under the Global Organic Standards (GOTS) since 2007 and manufactures organic, ethical and climate neutral product produced exclusively from Indian cotton. With every item labelled as Organic the product blanks are produced in facilities powered by green renewable energy from low-impact raw materials which adds to their sustainability manufacturing chain. Supacult’s exclusive product supplier has been the largest organic textile licensee of the Soil Association for the past five years, giving us the assurance and confidence that we had sourced the best-in-class partner for our brand.
Once the blanks arrive at Supacult’s London production facility they are printed using water-based inks and printed as made to order garments. Beyond this, all Supacult products are shipped using sustainable packaging, creating an entire process which is as sustainable as possible and at present we are going to be printing on demand.
Commenting on the launch, Supacult managing director, Rick Lowe says: “This is an exciting new move in the growth of our licensed fashion business; Supacult enables us to leverage our core business expertise and relationships, with a sustainable product offering for the discernible trend-led consumer. Our objective is to continually evolve our sustainability offering in line with market developments and consumer demand.”