As a purveyor of some of the worlds most desirable brands, Threads has always strived to find ways to weave these brands into the ethos of our own Threads DNA. What is important to Threads and how we tell these stories through our own filter is not always an easy thing to do.
Sustainability is an area that we work hard on to better ourselves, whether it be through our packaging, our communication and more recently through our collaboration with AirRobe. The introduction of an integrated circular fashion platform to New Zealand and keeping fashion out of the landfill is perfectly aligned to our Threads values.
Our founder Mel sat down with the NZ Herald to talk all things Threads, where we came from, the future and why our recent collaboration with AirRobe is something we are exceptionally proud of.
What was the motivation for starting Threads?
It started with a passion, an addiction to magazines actually - this was before social media. I would rip pieces and outfits out of magazines, things I loved, and would put them into scrapbooks. I created things and visions that way, and it was my husband David who said 'Why don't you make it something?' And that's how Threads came about. My background though is in beauty therapy.
Brands and retailers this side of the world seem to just be getting into sustainable fashion and looking to extend the lifespan of garments - do you think this will be a new normal industry-wide within time?
Circular fashion will definitely be a way of the future, I think it is just going to keep growing. Everyone is aware of it and even in two years' time the whole concept is going to be utilised worldwide. The consumers' buying patterns have changed, they are a little bit more aware in what they purchase; considering is it going to be a piece they keep forever or is it going to be a fast fashion item. Retailers are definitely wanting to make their contribution to sustainability and meet consumer expectations.
What advice do you give to others thinking about starting their own business?
Plan, plan, plan. Think through everything, turn it upside down and inside out and if you think you have it figured out plan again. You can't plan enough. A lot of people think being in business is easy and it is simple to build a website and chuck it online to sell things but there is so much more that goes into it behind the scenes.
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