By Kitty Luscombe
As an agency that has people at the heart of everything we do, EAST VILLAGE. loves nothing more than a brand with purpose that is truly striving to do things better. In this EV. Loves, our latest intern Kitty takes a deep dive into up-and-coming sustainable clothing brand Pangaia (known for their colourful lounge co-ords) and explores how their values are effectively relayed to their consumer base in their digital comms and marketing.
For the last three years, sustainable clothing brand Pangaia has been busy changing the game; aligning its interests and values with wider society and more importantly, the environment. Pangaia’s core values centre around its mission to save the environment through an innovative approach. From using tech and bioengineered materials to environmentally friendly dyes and measuring its greenhouse gas emissions to exist sustainably, the brand aims to be an earth-positive, regenerative business that gives back to the planet more than it takes whilst still making a profit.
When looking through Pangaia’s social media and marketing campaigns, the aforementioned values of the business are clearly communicated to its followers. The brand makes its stories and posts clear and compelling, whilst communicating its mission to maximize the use of recycled, renewable, and sustainable resources which include recycled plastics and excess agricultural materials whilst being colourful, youthful and engaging.
Another reason its branding is so effective is because of its transparency; enabling customers to have a greater understanding of what the business is
doing day-to-day and collection-to-collection, alongside this showing how relevant these business practices are to building a conscious, responsible consumer base and community. No business would exist without its customers and Pangaia effortlessly fosters a sense of a close-knit, like-minded community.
By being so transparent with its tone of voice and environmentally-friendly practices, Pangaia makes it easy for its customers to understand its values. Pangaia is also very vocal about the fact that more needs to be done to try and address the environmental crisis from the ground up. One of its latest
innovations is The PANGAIA LAB; a virtual platform launched this year that identifies and supports the most ground-breaking innovations within the garment
technology industry. As a large-scale business, it wants to try to act as a vehicle for change and show how protecting our natural environment comes down to our everyday choices such as the choices we make when buying clothing and accessories by educating its customers through resources like the PANGAIA LAB.
Overall, Pangaia’s mission to be earth positive and its consistent dedication to environmental stewardship and corporate social responsibility (CSR) enable the brand to stand out from the rest of the ‘sustainable’ crowd. Its use of transparent, authentic marketing allows its customers to understand and appreciate its mission and feel more closely connected to its purpose. Having achieved revenue of over $75 million in 2020 alone, it’s clear that its consistent messaging and innovative approach to fashion is both profitable and resonates with its customer base.