Slow fashion leads the way with InRo
Vonne Yang
Founder of InRo
Proud woman of colour, with a Masters Degree in Architecture. Vonne dedicated her career to start-ups that require all rounding skills, gaining valuable skills in project management, R&D, sales & marketing, and an acute understanding of creative problem-solving.
Prior to calling Melbourne home, she lived her adulthood in 5 different countries, giving her a strong ability to adapt, and a well-rounded, innate sense of design.
Channeling her passion into doing good for the planet & the people, she journeyed an unconventional path, helping Social Enterprises create impact, and educating wellness in physical & mental health, before finally founding InRo to redefine consumption for the changing planet, with the core value of sustainability, inclusivity, accessibility, & community.
InRo
InRo’s mission is to reduce fast fashion consumption, one of Australia's biggest sources of landfill. Providing a guilt-free sustainable and accessible alternative to fast fashion, InRo offers monthly curated rental subscription box with styling tips, and option for conscious purchase of items at an accessible price. End of life for all purchases are included for alterations, up-cycling or recycling. Inclusive and sustainable fashion for diverse women and non-binary folks alike.
1. How does running a fashion based Social Enterprise with an ethical impact create a more sustainable fashion industry?
The current fashion industry is very linear in all areas including manufacturing, sales, and lacking end of life responsibilities. InRo (which stands for "in rotation") is a startup that aims to change the way we consume fashion. InRo creates a circular economy utilising stocks that are already excited (pre-loved) in great condition, so no new garments are created. Our rent before you buy model also encourages "conscious purchase" opportunities, when folks only consider owning the item for a long period of time after wearing them in their life through our curated boxes. This takes away impulsive purchases, when nearly 60% of Australians made at least one impulsive purchase in 12 months, and most of them will never be worn.
The shared economy in our circular model allows novelty & self-expression/ exploration without compromising on the planet. This directly contributes to better mental health, body positivity, and inclusivity where folks can dress however they like.
2. What inspired you to take the path of social impact for fashion and design?
The world now consumes a staggering 80 billion pieces of clothing each year.
This is up 400% from two decades ago and is predicted to keep increasing.
Australia is the second-largest consumer of new textiles, with each person buying an average of 27kg of new textiles a year, of which 23kg are sent to landfill. While our wardrobes are all filled with more clothes than ever, we are also hearing increasing problems such as:
“Sustainable fashion is too expensive”, “Wardrobe full of clothes with tags but nothing to wear", “Op Shopping is a privilege in time (or resources)”, “My lifestyle/body needs are changing (temporarily)”. We knew that providing a convenient and guilt free alternative has the best chance in aiding Australians reduce our consumption of fast fashion.
3. Would you say that ethical fashion is popular with people in Melbourne?
We noticed that individuals often have a variety of definitions of ethicality when it comes to fashion, and this was often a result of greenwashing due to the lack of transparency available in our industry. Ethical fashion is popular, but it can be overwhelming and difficult to navigate when it comes to reliability, personalisation, and affordability, especially when it comes to inclusivity and diversity in representation.
4. How can people access your clothes?
We currently serve women & non-binary folks, nationwide. By filing in a 5-10 mins fit & style preferences form for a one-off box or a subscription, our team will scour, curate, and style accordingly. Folks have the option of having the box delivered Carbon Neutral or self-collection. InRo offering is accessible as everyday wear instead of exclusively event wear, and you have the power to decide what suits your lifestyle the best (for example, a formal workplace, no skirts, or no bright colours). Aligned with our core value, we also have an accessibility & inclusivity form on our website for anyone who might like to participate in InRo circular economy but is currently experiencing hardship, where 0% margin box rental boxes are offered on case to case basis.
5. Do you ever host fashion shows to display your selection to the public? (If so, when and where).
We thought about a community fashion show where our clients can walk down the runway feeling 100% themselves while saving the planet, and not feeling gullible to fashion trends or marketing techniques based on the ideas of us not being enough. However, we are facing a limitation with second-hand clothing having constraints & limitations around sponsorship, clothing design rights, and funds. We are currently planning an InRo community event which will also be part of our rebranding photoshoot, with real folks, wearing real clothes, feeling like their real self, as we are all born enough & beautiful This event will be in March/April 2023.
6. What would you say to designers that want to create a more sustainable impact with their fashion designs?
Think about our beautiful bodies that change over time, based on our lifestyle needs. Clothing that is timeless and adjustable lasts longer, and will no doubt get more wear out than the ones that are fitted and have no flex in them. Natural fabrics are also crucial in longevity, as it is easier to clean, fix, and compost at the end. There are even ground-breaking practices introduced in regenerating our earth by composing fabric!
7. Fast fashion is one of the most wasteful contributors to pollution and landfill, how does slow fashion combat this issue?
Slow fashion is so much more than clothes. A slower lifestyle allows us to reflect, rest, and make better decisions. We have space to make a purchase decision after wearing & washing them at home, rather than trying them out in a changing room for a minute, or seeing them online on a model's body that often do not feel represented. Slow gives us time to care for our garments, by mending, drying, washing and storing them correctly. We have more ways to re-wear the same pieces of clothing when we allow ourselves to take time in getting ready & feeling inspired in them. When slow fashion is practised, we create a stronger relationship and sentimental connection with garments, which are also armour of our skin, and expression of our identity. When these relationships are cherished, we will value our garments more than fast fashion "one-night-stand" relationships less, where they are replaceable, disposable (directly to pollution & landfill), and unsustainable.
8. Now more than ever consumers are being bombarded with fashion that is unethical and unsustainable. How can we make people more alert to how harmful fast fashion is?
As an individual who experiences climate anxiety, I learned from hardship that I had to remove myself from education that is fear-based. Many consumers are feeling overwhelmed, where they feel like they cannot possibly make the right decision, and therefore giving up. We believe in experience that are joyful, conscious (connected to mind & body), empowering (your body & decision are best, rather than external noises), liberating (to express your authentic self through fashion), will lead to redefining consumerism for a changing planet where the people and the planet will thrive together. Humans are more receptive to shocking facts when they are on the right side of the coins, and by providing an alternative solution to the problem, harmful facts about fast fashion can feel empowering.
9. Why is it important to make slow fashion a go to choice for people?
Consumerism is predicted to continue to skyrocket, regardless of our lack of natural resources and the emergency state of our planet. Making slow fashion a default option and more accessible to all encourages a change of mindset in slow fashion, where we challenge and dismantle the capitalist model of new is always better, and the patriarchal narrative of we are never enough until we have more.
10. Do you have a favourite outfit and what is it?
A shirt dress is my personal favourite. It is arguable the most versatile piece, not solely in style, but also in fit. As a woman whose body changes every week depending on our cyclical wisdom, a shirt dress has a fit that can be altered depending on how my body feels. Fitted or tailored?
A belt can change the silhouette. Unstructured and casual? It can be worn as outerwear. Chilly? Layer with a jumper, so it looks like a skirt - or even layer with pants under to make it a long trench. Having one of those days when styling is not fun? Chuck it on and your effortless look is complete!