AMA: Unpacking the Business of Sustainable Style with Ministry of Supply

The fashion industry is undergoing a radical transformation, driven by a growing demand for sustainability, innovation, and consumer-centricity. At the heart of this change are visionary leaders like Aman Advani, CEO of Ministry of Supply, the maker of high-performing and comfortable clothes that keep you looking and feeling cool.

In this exclusive Q&A led by Treet’s CEO, Jake Disraeli we delve into Advani’s journey from a consulting background to building a fashion powerhouse, exploring the brand's commitment to sustainability, and gaining insights into the future of apparel.

Let’s dive into the Q&A:

Jake: Aman, can you share a bit about your background and how you transitioned from consulting to launching Ministry of Supply?

Aman: My journey into fashion was unconventional. Growing up in Georgia, fashion wasn't exactly a focus. But my frequent travel for consulting highlighted a major problem: uncomfortable, low-quality business attire. I started experimenting with my clothes, trying to improve their performance. This personal frustration became the catalyst for Ministry of Supply. I realized there was a genuine need for clothing that could keep up with modern lifestyles.

Jake: Can you elaborate on those early experiments? What were some of your most inventive hacks?

Aman: My partner, Gihan, and I were both experimenting with ways to improve our wardrobe. I was blending dress socks with running socks for comfort and moisture management, while Gihan was transforming dress shirts with inserts from athletic wear. These DIY solutions were our MVPs, proving that there was a demand for clothing that could seamlessly transition from work to workout.

Jake: Ministry of Supply is known for its commitment to sustainability. Can you share how you define sustainability and how it's integrated into your business?

Aman: Sustainability is more than just using eco-friendly materials. It's about minimizing our impact throughout the entire product lifecycle. We've invested heavily in research to understand where our carbon footprint is highest, from production to shipping and even product longevity. Our goal is to create garments that last for years, reducing the need for constant replacement.

Jake: Can you talk about the decision to launch the Infinity Marketplace with Treet? How has it impacted your business?

Aman: The Infinity Marketplace aligns perfectly with our sustainability goals. By offering resale, we're extending the life of our products and reducing waste. It's also a win for our customers, who can recoup some of their investment and access gently used items at a discount. Plus, it signals to consumers that our products are built to last. 

Jake: What drew you to Treet specifically?

Aman: Treet's simplicity was a key factor. It's a straightforward platform that focuses on the core function of resale: connecting buyers and sellers. We didn't need a complex solution with a lot of bells and whistles.

Jake: Amazing. How does Ministry of Supply approach Black Friday, and what strategies are you implementing for future growth?

Aman: We've learned that Black Friday planning starts much earlier than the actual event. Focusing on customer acquisition well in advance is crucial. We're also exploring ways to incentivize repeat purchases, like the recent gift card campaign. Our long-term strategy is to build a loyal customer base through product innovation, sustainability, and exceptional customer service.

Jake: Lastly, what advice would you give to apparel brands considering launching their own resale program?

Aman: Don't overthink it. Resale is simpler than it might seem. Start small, focus on customer experience, and be prepared to learn and adapt. The potential benefits in terms of sustainability, customer loyalty, and revenue are significant.

There you have it folks - Aman’s insights offer a roadmap for apparel brands seeking to thrive in a rapidly changing industry. By prioritizing sustainability, innovation, and customer experience, Ministry of Supply has demonstrated the power of a holistic approach. As the fashion world continues to evolve, brands that embrace resale and circularity will be well-positioned for long-term success.

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