Ani Wells: People are over heavy marketing and want substance
09/06/2022
The communications advisor and founder of Simply Suzette tells us that bridging the gap between the industry and consumer with a transparent look at supply chain processes is one of her main focuses, with new research and collaborations under way.
You recently worked on a new report, alongside Anne Oudard and Marzia Lanfranchi, called ‘#Who Made My Cotton?’ What are some of the main findings and how would you like the industry to help, react or change?
The #WhoMadeMyCotton research study started when Anne Oudard, denim designer and consultant, approached me with her frustrations and challenges finding cotton’s origins. With this, we decided to embark on a research study that identifies the challenges and solutions to cotton traceability at every level of the supply chain. So far, we have interviewed brands, retailers, mills and spinners and are currently in the following research phase interviewing cotton merchants.Throughout our research, we have found a common interest among all players to obtain accurate impact data to fight greenwashing, ensure fair working conditions for farmers, and restore the land through full cotton traceability. However, time and money have consistently proven to be one of the main roadblocks for all, as well as the limits of certifications. More specifically, the common roadblocks for brands and retailers are company structures / division of labour and small sustainability teams with large to-do lists, while mills and spinners find partnering with farmers and scaling pilot programmes their most significant challenges on top of the demand for full traceability being low. However, there is fantastic work out there being done to reach full traceability!
This study is not meant to name and shame anyone in the industry but rather cast a light on some of our common struggles and solutions to inspire a collective effort to track cotton back to its origins. Traceability isn’t the answer to our industry issues, but it is an enabler to accountability, and it is clear we need to continue to break down silos to solve these puzzles.
The Transformers Foundation, where you are in charge of communications, is helping to educate the supply chain on various issues – alongside cotton, it has focused on chemicals, wages, waste and transparency. What issues do you feel most passionate about? What are some of the main changes you’d like to see?
I started working with Transformers Foundation about two years ago and have always been very interested and motivated by the visions and projects we work on for actioning solutions. One of the issues I feel most passionate about is transparency, as my main motivations for creating Simply Suzette was to bridge the gap between the industry and consumer for a transparent look into the supply chain. Now, as we work towards full traceability on top of transparency, I would like to see the use of accurate data, which the foundation is working tirelessly to make happen!
On the other side, what is the denim industry good at?
The denim industry is incredible at staying inspired. Inspiration fuels creative thinking, and creative thinking fuels creative solutions! The industry is constantly researching and developing new ways of doing things or improving them, inching our way closer and closer to where we want to be.
For those that don’t know you, your work journey has grown from communications and launching a sustainable e-commerce shop and blog through Simply Suzette, to creating collections with mills. Can you tell us about how your path is evolving and what you’ve been most proud of?
My path has definitely not been linear! But, since my digital native beginnings of running the e-commerce shop and blog, my journey and experience creating my brand have led me to help others build theirs. Simply Suzette has evolved into an educational platform supporting students, start-up brands, and those entering the industry looking to learn more about the best practices involved in creating #DiligentDenim. To further this educational mission, I started working on collaborations with mills designing collections that would showcase some of the best practices we speak about at Simply Suzette, acting as case studies and inspiration for customers / brands.
Today, I am proud to say I spend most of my days working with my two brilliant teammates over at Simply Studios, which launched this year. We believe in a holistic approach to considering impact, are passionate about telling the stories of the people behind the seams, building more inclusive workforces, and helping supply chains be a force of good through creative, communications and sustainability consulting services.
How have you found visiting shows recently? What were the big issues that people were talking about?
It was an absolute joy to be back at the shows! The energy was nothing like I had ever experienced. People were ready to be back doing business in person, and there were some very creative booths this year. The biggest issues that were brought up through conversations, booths, collaborations and panels were greenwashing and circularity. People are way over the heavy marketing and are looking for substance!
What have you got next in the pipeline?
I am currently working on a very special project with Adam Taubenfligel and Triarchy that will be a first of its kind! Stay tuned.
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