As London Fashion Week wraps up, it’s worth celebrating the brands quietly revolutionising what happens after the runway applause fades and the cameras are put away.
Real innovation often happens in the smallest moments.
Take ASKET, the Swedish menswear brand that launched something extraordinary in November 2023. They began issuing “Impact Receipts” alongside regular purchase confirmations, showing customers exactly how much carbon, water, and energy went into producing each garment they buy.
No generic sustainability marketing. Just transparent 4.2kg CO2, 27m³ water, 15kWh energy for a single t-shirt. The water alone could keep a person hydrated for 30 years.
What makes this brilliant isn’t the complexity, it’s the simplicity.
Every fashion brand already tracks supply chain data. Production locations, materials, manufacturing processes, it’s all there in the systems. ASKET just decided to share it meaningfully instead of hiding it in internal reports.
The result? Customers don’t just buy a t-shirt, they understand its true cost. They become educated advocates rather than passive consumers. And ASKET differentiates itself in an incredibly crowded market through radical transparency.
This matters more than ever.
As London Fashion Week showcased this season, sustainability isn’t just a nice-to-have anymore, it’s table stakes for the next generation of fashion consumers. But most brands treat it as a separate initiative rather than integrating it into every touchpoint.
While everyone focuses on the next campaign or collection launch, the brands winning long-term are treating every customer interaction as an opportunity to build deeper relationships. They understand that today’s fashion consumers want to feel good about what they buy, and informed about why they’re buying it.
Sometimes the most powerful innovations hide in the most routine moments. At InvoTools , we work with fashion and lifestyle brands to unlock these opportunities, turning order confirmations, delivery updates, and receipts into meaningful touchpoints that educate, engage, and build lasting customer relationships.
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