How Another Tomorrow built and scaled a sustainable fashion brand

It’s been a tough year for fashion businesses, with many sustainable and independent brands closing their doors. New York womenswear brand Another Tomorrow has managed to sail through the turbulence. How? By prioritising desirability alongside sustainability and supply chain resilience, and targeting investors with a long-term view.

At the latest Vogue Business Fashion Futures event, which took place in London on 4 December, founder and CEO Vanessa Barboni Hallik detailed the holistic “systems thinking” approach that has kept the brand going. “Early on, I did a lot of graveyard diligence,” she said. “Before we even had a designer or a brand name, I looked at why things fail to scale in the consumer landscape. A lot of it was a prioritisation of sustainability, but without a deep understanding of why the customer buys products. So product integrity and design were absolutely central to us and we really invested in that.”