Ethical fashion entrepreneur takes purpose seriously
Canadian born Kresse Wesling had an unusual fascination with waste from an early age, with fond recollections of trips to the dump with her father and ‘incredible memories of elementary school field trips to sewage treatment plants and recycling centres’.
Kresse started her career in venture capital and after moving to London in 2004, immediately started trawling for waste
. It was a journey that would lead her to co-found luxury accessories brand, Elvis and Kresse.
The company started in 2005 by rescuing fire hoses and donating 50 per cent of its profits to the Fire Fighters Charity and now it reclaims 10 materials – including fire hoses, parachute silks, shoe boxes and tea bags – and works with multiple partners to create beautiful, luxury bags.
With support from the Burberry Foundation, reclaimed leather from the Burberry factory is used in the detailing.
Having a purpose beyond profits is at the core of the business – and the key reason for its growth year on year for over a decade.
In a world where consumers are more likely to buy from purpose-driven brands, Elvis & Kresse understands the importance of living their purpose and not just paying lip-service to it.
Elvis and Kresse are supporting a new tool called Purposely, a free, government-backed digital tool that helps businesses to embed purpose simply.
New research conducted by Message House has shown why this is so important.
As many as 40 per cent of consumers believe brands just use purpose for marketing.
Yet 73 per cent of consumers are more likely to buy from brands that apply is as more than just a statement on their website.
Purposely helps founders, entrepreneurs and third-party suppliers and service providers to embed a company’s purpose into their governing articles.
By making it easier for businesses to have a legal commitment to social purpose, companies will be able to redefine what success looks like beyond profit and create a duty for directors to act in line with this purpose for years to come.
Purposely is a free government-backed tool, launched by SME charity UnLtd and law firm BWB, that helps founders embed purpose within their business. For more information on making purpose work for your business, visit: getpurpose.ly