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Sans Beast: vegan accessories brand

reflects global shift to ethical fashion

1 - 1 of 1 posts

robert99 robert99 Sweden Posts: 1360
1 26 Feb 2018

Cathryn Wills was working as the managing and creative director of accessories brand Mimco when she watched Cowspiracy, a documentary about the impact of animal agriculture on the environment.

"I realised I'd been closing my eyes to a number of issues so I did a lot of reading about animal welfare, then I became vegetarian nearly three years ago," she says.

"The fact that I was heading up a large leather accessories business progressively became incongruous for me."

So Wills quit her job.

"When I walked away in mid 2016 I needed to take some time out to think about what was next – but I knew that it had to be creative and it had to be non-leather," she says.

The result is her new vegan accessories brand Sans Beast, born of the Melbourne-based designer's twin passions for good design and the ethical treatment of animals.

"I'm very committed to animals and the more I learn about factory farming, the more I want to make a difference to their situation," says Wills.

"But even if you don't care about the animals, with the environmental damage that mass farming inflicts, the excessive water usage and health impacts of consumption of these products, it seems clear to me a change is needed."

Featuring strong geometric shapes, bold colours and eye-catching hardware, the clutches, bowling bags, cross-body bags and "totepacks" (a cross between a tote and a backpack) that comprise the debut Sans Beast collection are about as far from the hippy dippy vegan fashion stereotype as you could get.

More importantly, they are part of a global movement towards animal alternatives products that will see the vegan "leather" market reach $US85 billion ($108 billion) by 2025, according to a 2017 report by business consulting firm Grand View Research.

The increased popularity of veganism and a greater focus on sustainability in the fashion industry are the key factors driving the trend to faux leather accessories and other "animal products without the animal".

Chris Sanderson, co-founder of London trend forecasting company The Future Laboratory, says: "Veganism continues to be the fastest growing alternative lifestyle trend across all developed economies and it lies at the heart of people wanting products that don't use any animal products or by-products.


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