AMOV – Q&A | LOVE®
Q&A with Kasper Eis CEO/Founder of AMOV
What is the ambition of AMOV?
The ambition with AMOV is to create as sustainable a business as possible – of course in a realistic commercial world. We want – together with ELSK – to be frontrunners in a movement towards more sustainable fashion. That's why we try to combine organic materials, a new recycling system and ambitious charity principles. We are not perfect yet, but we are transparent – and continuously work on greater sustainability.
It seems that sustainable fashion is getting more and more on the agenda and that more brands are going to focus on it. Do you think that there is a change of attitude in the industry in relation to sustainability?
I have no doubt for a moment that the fashion industry will become more sustainable - and that it will be a central theme in the coming years. Both Danish and international studies show that consumers prefer sustainable clothing. Now we just need to make it easily accessible – and ensure that our brands are fully competitive with those from the 'conventional' part of the industry.
How do you try to differentiate yourself from other brands?
I think that AMOV primarily differs in terms of our foundation - and our recycling principles.
Regarding the foundation, a few years ago I was a director in the fashion industry, but simply chose to pull the plug to seek more meaning. The brand name is thus inspired by Albert Einstein's quote "Try not to become a man of success, but rather A M an O f V alue".
The recycling principles were devised by the innovation expert, Morten Dall, who has tried to create a system for 'social signalling' by stating the product's 'year of birth' on the product. All products today therefore have a small AMOV1 mark on them, as they are from the first year of our life. The hope is that in 10 years people will spot this on the street – and that you will get positive feedback for wearing old clothes. It will be the reverse world compared to today. In addition, there are unique codes on each individual product that can be used to register products and achieve full transparency. In the long term, we are working on creating a recycling platform so that you can use the code to sell the clothes on to the next users - and follow the clothes for the rest of its life.
What has been the biggest challenge in starting up AMOV?
I feel a bit like there is a classic 'catch 22' in the industry. Consumers want sustainable clothing, but do not ask for it, as no stores have anything to offer. The stores then report back to brands like us that they don't hear a demand from consumers. But, it's a bit of the chicken or the egg – and someone has to take the first steps to start the movement. The studies show a clear picture, consumers would prefer sustainable clothing. Enough.
What has been the biggest positive surprise for you?
I have often compared creating a sustainable brand to riding a very heavy bicycle. It's just more difficult, as we buy in more expensively, have to stay true to our principles and have to think through every step.
The advantage, and the biggest positive surprise, is that I have a lot of tailwind on the bike. And, I actually feel that most sustainable brands have that. We get a lot of press coverage - and general sympathy and love from consumers. And, in the end, it is the consumers who decide. So, we will probably win over 'the dark side' in the long run.