How can fashion brands become sustainable?

This Gen Z leader is pivoting a well-known local fashion brand into the sustainability space

Family-run businesses can often be tricky. Helmed by multiple generations, the values of a single brand have to acclimate to the times and tastes of its leaders. This is most noticeable with the boom of the sustainability space. Gen Z leaders have become vocal proponents of the movement, often pivoting well-known brands into new territory. One of these is Bayo. A well-established brand run by the Lagon family, Bayo has become something of a familiar name to Filipino women. Its signature powdery scent catches the senses before one even enters the store—through decades of loyalty and trust, consumers find that Bayo has become ubiquitous in malls all around the country.

These days, Bayo has strengthened its commitment to sustainability as the next generation begins to take a feel at its reins. Alyssa Lagon, daughter of Leo and Anna Lagon who founded the business, shares that it was her curiosity that piqued the founders’ interest in the first place. “I remember being curious about the fabrics that were in our production area,” Lagon shares. “There were bundles of offcuts in huge plastics so I asked about them. My mom told me some years later that my curiosity became her light bulb moment. She calls it her personal awakening, which took place 10 years ago. Since then, both of my parents have become passionate about achieving zero waste, ensuring that nothing ends up in the landfill.”

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Of course, it’s easy to view sustainability as no more than a buzzword. Certain brands are merely performative and it’s often easier to label something as “eco-friendly” before ensuring that it achieves net progress. For Lagon, sustainability can only be achieved through a holistic process, one that encompasses the various stages of the fashion life cycle. For laypeople, this can be difficult to discern as not every brand is transparent about their manufacturing processes. But really, sustainability starts with the materials. “Opting for regenerative materials over synthetic and choosing recycled materials over virgin ones are both better options,” Lagon reveals. “We believe that successful achievement of our goals requires involving consumers in the decision-making process, as they ultimately play a key role in shared responsibility. The next step is the design phase, evaluating whether the design is timeless and versatile. The production phase is equally vital, ensuring fair wages and humane treatment for those behind the seams. The cycle concludes by considering the consumer's mindset and attitude, assessing whether the garment encourages repeated use.” It also helps that the company holds a trustee position on the Board of local entity, the Global Compact Network Philippines (GCNP), which provides them with a clear framework towards achieving their Sustainability Development Goals.

Of course, while it is the brand’s responsibility to provide consumers with eco-friendly choices and even consumer education, Lagon reveals that sustainability also requires a shift in consumer perspectives. “Individuals bear the responsibility of viewing clothing as an investment rather than a disposable commodity,” she shares. “In essence, sustainability is a collaborative effort involving both brands and consumers in fostering a more responsible and enduring approach to fashion.”

Happily for them, Bayo’s consumer base seems to be getting on board with their initiatives. Lagon reveals that though they’ve raised the prices of their clothing items to accommodate more meticulous processes, customers seem to be embracing these with open arms. To the Bayo consumer, it seems that quality truly is key—people are willing to spend more to get more out of their items. “This discerning consumer seeks authenticity, longevity, and a meaningful connection to the products they bring into their lives,” Lagon attests.

Due to the nature of sustainability, it often takes organisations years to achieve a full sense of their mission. It’s an ongoing process and continues to be so. In the upcoming years, Bayo’s focus is aimed at achieving carbon neutrality to lay the groundwork for their biggest goal yet: being carbon-positive. “This involves the continuous implementation of carbon offset initiatives,” shares Lagon. “Simultaneously, we are committed to cultivating, fortifying, and broadening partnerships with local communities. Our emphasis lies in fostering aspects such as livelihood, craft, and sustainability, thereby contributing to the overall well-being of the areas in which we operate.” With a dedication to transparency, quality, and the satisfaction of their consumers, the Lagon family is set to become a staple not just in the Filipino fashion scene, but also in the closets of multiple generations within a Filipino family.

So in the end, sustainability is all about investing in the long term, ensuring that something used today can be still used tomorrow, and then the days, weeks, months, and years after that. It isn’t merely one-sided, but a shared commitment that Lagon hopes to impart to her clientele. “Our company focuses on the 5Ps: people such as the makers and wearers, planet, prosperity through shared economic benefits throughout the value chain, peace by creating positive social impacts in business processes, and partnerships through collaborations for sustainability. It’s about transparency, accountability, and a genuine dedication to making a difference.”

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