NAME
Franny Collingham
TITLE
Founder, Wild Clouds
LOCATION
United Kingdom, London
ABOUT
Franny Collingham is the founder of Wild Clouds, a sustainable fashion brand dedicated to producing low-impact, timeless clothing in the UK. Franny’s commitment to reducing environmental impact extends to all aspects of the brand, from responsible fabric sourcing to minimal packaging. Wild Clouds goes to great lengths to ensure every garment component is responsibly sourced and plastic-free, including details like buttons and elastic, and even the quilting in their jackets is made from 100% organic cotton.
MOTIVATION
“Starting Wild Clouds stemmed from my frustration with the throwaway culture in fashion, which I’d seen firsthand for years. As I became more intentional with my own choices, I realized the need for clothing that balanced sustainability and unique design – something I couldn’t find, so I set out to create it myself. Wild Clouds was born to offer vibrant, whimsical pieces inspired by mythology and nature, all created with transparency and a commitment to low-impact, ethical production. Achieving net zero is central to our mission; we’re working to reduce emissions across our supply chain by using organic, low-impact materials, minimizing fabric waste through small-batch production, and choosing local suppliers in the UK and India. This vision of fashion as a force for good—one that respects people, the planet, and quality—is what drives us forward. I hope Wild Clouds will inspire the industry to embrace the same values, showing that we can make thoughtful, joyful clothing that uplifts our customers while honouring our responsibility to the world.”
IMPACTS
Franny launched Wild Clouds with the aim of countering fast fashion’s harmful impact, especially the plastic-heavy and trend-driven cycles that dominate the industry.
CHALLENGES
Franny and the Wild Clouds team face challenges in sourcing sustainable materials, maintaining transparency, and reducing emissions while scaling a slow-fashion business. Through partnerships with Race to Zero partner, the SME Climate Hub and One Tribe, Wild Clouds has access to resources that support their ambitious goal of net zero emissions by 2030, despite the resource demands of a growing business.
GOALS
Over the next 12 months, Wild Clouds aims to reduce emissions by optimizing transport networks and substituting virgin materials with deadstock and surplus fabrics. Within two to three years, Franny plans to introduce more recycled and regenerative fabrics and complete a product lifecycle analysis to better understand carbon consumption. By 2030, Wild Clouds aims to hire a Head of Sustainability to deepen its commitment to sustainable practices and expand its circular business model, minimizing waste and maximizing product lifespan through repairs, recycled materials, and compostable designs.
FRANNY’S ADVICE
“My advice to other fashion brands aiming to adopt sustainable and circular practices is to start by committing to transparency and focusing on one meaningful change at a time. Sustainable fashion is a journey, and it’s crucial to set realistic goals while staying accountable to your values. Choose high-quality, low-impact materials, consider local production, and prioritize small-batch or made-to-order to reduce waste. Balancing environmental goals with growth is challenging but possible: instead of chasing rapid expansion, focus on building a loyal community that shares your values and appreciates the longevity and quality of your pieces. While profitability is essential, adopting circular practices like repair programmes or take-back schemes can add value to the customer experience and create a more enduring brand. Ultimately, sustainability and growth can go hand-in-hand when we see our impact as part of the bottom line.”
HOW YOU CAN HELP
Support Wild Clouds by:
CONTACT FRANNY
Franny@wildclouds.com
Website: https://wildclouds.com/
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