menu

Gill Linton: Why Fast Fashion Is On Its Way Out [PSFK 2013]

Gill Linton: Why Fast Fashion Is On Its Way Out [PSFK 2013]
Advertising

Ahead of the PSFK CONFERENCE 2013, Gill Linton, founder of Byronesque takes about the weakness of today's clothing industry.

Betsy Mead
  • 12 april 2013

As part of the run-up to PSFK CONFERENCE 2013 in New York this April, PSFK will be publishing a series of short interviews with speakers to give a taste of what will be discussed in this meeting of creative minds. Gill Linton has worked for several start-ups in London and New York and is the founder of Byronesque, a website focused on vintage fashion in both an editorial and e-commerce perspective. She caught up with PSFK about her venture and her thoughts about the vintage clothing space.

Since you last spoke as an advertising strategist, you have gone on to launch your own start-up Byronesque. Why did you feel this was the right time to take a leap into business?

The timing was right in terms of vintage fashion — it’s one of the fastest growing categories in fashion and people’s attitudes towards it have changed dramatically, but really it was a personal decision to get out of advertising and do something I really cared about. Byronesque was always the thing I wished I could do instead. So I did.

The new service explores the business of vintage clothing. Why do you think people are so interested in the past and why are these items worth keeping in circulation?

Because we live in a culture of fakes and fast fashion, people have a romanticized idea of designers and their creative process before fashion became more like a commodities business. Byronesque exists to push people’s imaginations so we don’t all look the same, and authentic vintage is still in circulation because it’s more unique and better made than most fashion today. Some is collectable like art. Some of it is art, and worth collecting. There aren’t subcultures like there used to be, and people are ready for better things with substance.

It’s easy for people to dismiss fashion as being frivolous and superficial (frankly most of it is) but when you look back at some of the most seminal subcultures in history, how people dressed played an important role in shaping identity, attitudes and beliefs. You only have to look at mods, punks, skinheads, new romantics etc. They all had a point of view and you were either with them or against them. It created diverse groups that creatively challenged and inspired each other – it’s how subcultures morph, bifurcate and grow.Right now the dominant culture is ‘fast’ and I wanted to slow it down and create something better, something polarizing.

People buy too much fast fashion. On one hand it’s hard to argue against anything that promotes democracy, but not at the expense of creativity and the planet.

It’s the sheer scale of fast fashion that’s the problem. Environmental issues aside—because we know it’s a big issue—when everyone looks the same, it suppresses people’s imaginations. I also find the blatant pillaging of vintage archive looks and designers ideas shameful and lazy. We end up going around in a creative circle rather than making progress. There’s a fine line between being inspired by past collections and knocking them off and it’s becoming the accepted order of business.

How well is Byronesque doing?

We launched quietly mid October 2012. We’ve had a good response to the brand and what we stand for, as well as the design and shopping experience being something genuinely new and engaging. I really believe that people are ready for something more intelligent and inspiring online. In the first week we had calls from retailers in London and the States and have subsequently taken on more retailers than we had originally planned for.

Given the choice, most people will choose quality and creativity, and it looks like we’ve struck a nerve with a frustrated community of people inside and outside of the fashion industry. We’ve get a lot of messages of support and encouragement which is amazing.

I’ve learned a lot about e-commerce and like any start-up you make mistakes and you fix them. It’s been a big wake up call about how flawed the planning role in agencies is.

Thanks Gill! 

To learn more about PSFK CONFERENCE 2013, click here, and to watch the live stream go to PSFK.com, where the action will be live until 5:30pm EST.

Click here for more information, and buy your tickets below.

psfk-nyc-2013._650

Advertising
Trending

Editorial Roundtable: What A People-First Workplace Must Prioritize First

Work
Syndicated Today

What Could The Highway Of The Future Look Like?

As technology for automated vehicles improves, there’s a sharper focus on building a ‘smarter’ infrastructure where they can thrive

Design Today

Plastic Wind Trees Are Bringing Sustainable Power To Residential Homes

These French-made turbines are offering a small, aesthetically pleasing approach to affordable personal energy

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Home Today

Dyson’s Wi-Fi Connected Fan Purifies, Cools & Heats The Air

The new luxury home appliance aims to be an all-in-one device for the connected home

Education Today

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going

PURPLELIST EXPERTS

Mike Hudack

Entertainment, Media & Publishing, Internet, Technology

Advertising Today

Brewing Company Turns Car Emissions Into Ink

Tiger Beer has created a sustainable process to transform air pollution into supplies for street art

Design Today

Space-Saving Sofa Has Extra Furniture Hidden Inside

Living in an apartment with limited space? This three-in-one bed transforms based on your needs

Culture Today

Browser Extension Blocks Any Pages That Make You Unhappy

The software can detect your facial movements and prevent content that brings up negative emotions

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Automotive Today

Reserve Your Parking Spot Before You Even Get Behind The Wheel

A new Ford app allows drivers to select and arrange for a space in a garage to be available at the end of their journey, so they can travel worry-free

Work Today

PSFK’s Workplace Vision: The Desk Is Becoming An Ecosystem Of Satellite Workstations

Our Future of Work vision is an app that frees employees from the tyranny of a static desk

Food Today

A Tiny Amount Of This Powder Could Block All The Bitterness In Food

A new substance made from mushrooms can bond with taste receptors on your tongue to overcome unpleasant flavors

Asia Today

Whimsical Dental Clinic Design Aims To Calm Patient Fears

Cheerful colors and a nod to the comforts of home are design elements tactfully aimed to help people relax

Mobile Today

Messenger Service Only Delivers You Updates Three Times A Day

Formal is a new app designed to help people ignore the constant stream of texts from their phone and focus on what's in front of them

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Design Today

Movable Vacation House Constructed Using Concrete Boxes

The 4,000 square foot building is made up of modular frames so it can be relocated if needed due to coastline erosion

Design Today

Redesigned Electric Fan Collapses For Easy Storage

Conbox can be kept in pieces and packed away when not in use

Ai Today

LawyerBot Is Now Helping Homeless People Qualify For Government Housing

This robot helps people get out of parking tickets and provides free legal advice to those in need

No search results found.