Sonder aims to create a sustainable clothing brand that allows consumers to purchase versatile, reversible items. By using zippers and flips, each garment can take on multiple looks while reducing the environmental impact of fast fashion trends. Sonder was inspired by the lack of truly sustainable high-end brands and the desire to make timeless, non-trend based clothes. Their reversible designs will increase the lifespan of each product and lower carbon emissions from the constant production of new items. With guidance from experienced designers, Sonder plans to target millennials and Gen Z to drive change towards greener purchasing behaviors in fashion.

1. ‘Our pursuit to greener fashion”
SONDER /
Julie S. - Charlotte M.
Business Idea
COUNTY PITCH

2. Description of the idea
We aspire to create a clothing brand that enables consumers to purchase an item
with unlimited identities, with a simple flip and zip. Not only does this encourage
savvy shopping, but it prevents individuals from perpetuating the trend cycle all
whilst looking fashionable and classic. We aspire to expand on this concept across
a variety of clothing to create timeless pieces (sweaters, skirts, dresses and much
more).

3. Sonder was inspired after coming to the realization that few leading high-end brands within the fashion industry are fully committed
to authentic, sustainable, reusable fashion. Or at least, do not have eco-friendly or sustainable roots. Furthermore, when sustainable
fashion is implemented, this tends to be at the expense of sacrificing design. At Sonder we aim to increase product life cycles whilst
taking clothing design to the next level by creating different variations of the same article of clothing. When looking at the word
itself, by definition, Sonder is : “The realization that each random passerby has a life wildly as complex as your own”. Living in a
world where fast fashion and trend cycles are so prevalent, we questioned whether we could create a brand that is not trend
conscious and is timeless with pieces that don’t fall out of demand simply because they are no longer considered trendy. An example
of this is cow prints that only lasted a couple months before the trend was tossed aside. This constant rotation of “trendy” clothing is
causing Carbon emissions to sky-rocket yearly The concept that each individual has their own complex life is something we wanted to
translate in our designs.
We wanted to create a clothing brand that enables consumers to purchase an item with unlimited identities, with a simple flip and
zip. Not only does this encourage savvy shopping, but it prevents individuals from perpetuating the trend cycle all whilst looking
fashionable and classic. We aspire to expand on this concept and mission statement across a variety of clothing to create timeless
pieces such as sweaters, skirts, dresses and much more. We are confident that when given the opportunity , our concept will create
momentum for a greener and more sustainable purchasing behavior in the fashion industry.
The impact of Sonder will benefit the environment. Primarily, due to the materials
used as they will be sustainable and high quality materials that will enable
longevity and a longer life span for the product. Each product will also be
reversible, meaning the purchased item of clothing can be re-invented by the
customer. in several ways which will significantly reduce the carbon footprint.
Problem
Impact

4. Funding
In contact with stylists/designers who have created
successful brands e.g. Bohoboco, along with other
artists in show business who are willing to both
support and guide us in creating our own sustainable
brand
A team and partners
Resources
Resources we need to implement the project Resources we have to implement the project/ idea
An education from the International Baccalaureate
where we are both studying Business, Economics and
Visual Arts at a higher level for at least 2 years or
more with access to additional support from highly
regarded professors.

5. 1 Curated ideas
Once we get the prototypes we will
double-check that all specifications have
been fulfilled. This means that the
products must be long-lasting, reversible,
and useful.
Because our clothing line is built on
using zippers to aid the environment
and minimize waste, all zippers placed
on our designs must be tested to ensure
they are functional.
2 Identifying our target audience :
● Sustainable fashion enthusiasts
● High income individuals (unisex
clothing)
● Millenials and Gen Z
The reason behind which we would like
to target younger generations is
because we feel as though they would
be most conducive to driving greater
change in consumer behavior and more
specifically fast fashion.
3 Discussion with team and partners
Once the target audience has been
identified, we will discuss with our team
and partners ways of interring SONDER
into the market.
We will as well finalize the curated ideas
to then send to the manufacturers.
4 Manufacturing
The manufacturing of the products will
be done using durable and high quality
materials to enable longevity and a
longer life span.
5 Promoting SONDER
Promoting the brand through
sustainable fashion enthusiasts with a
large following who share the common
core values as our brand. We
understand that social media is an
essential component in marketing, hence
why we aim to use it to our advantage
especially as our target is Millenials and
Gen z.
6 Launching product to the market
To launch SONDER’s products in the
market, social media will play a large
and effective role as our target
audience is younger generations.
The online website will be updated, as
well as the social media of the brand.
Product Launch