The Better Brand Lab
This is where I share bold ideas, thoughtful strategy, and real conversations about what it means to build a future-fit fashion brand. From circular design and storytelling, to marketing with purpose and scaling with soul — we go beyond trends to help founders like you grow with integrity.
Built on the 5C Framework — Circularity, Clarity, Connection, Commercialisation, and Consistency — this blog is part of our mission to challenge the old, co-create the new, and support brands that lead with impact.
You’re invited.
Join us — as we experiment, evolve, and reimagine what a better brand really looks like.
A space to explore how brands can do better — for people, planet, and profit.
Optimist, change-maker, problem solver, mom
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The 5 C Framework
for Building a Successful Sustainable Business
The 5C Framework offers a clear pathway for fashion brands to embrace sustainability while ensuring long-term success. At its core, circularity drives businesses to rethink traditional production models, minimising waste and maximising resource efficiency.
