March’s – ‘The Sustainability Issue’ – Download Now
William Lundgreen, Founder of Bite Studios on adopting a sustainable approach to fashion.
What do the first 30 minutes of your day look like, your morning routine?
Ever since I became a father in October, the first 30 minutes of my day and more are dedicated to my daughter. Proceeding with my day, I then scan and oversee the emails that are coming and continue to do that throughout the day as working globally means that it’s office hours in some part of the world.
What inspired you to launch BITE Studios?
When it comes to addressing any environmental issues, very few brands considered this without compromising on style. A lot of brands are constantly talking about change in the fashion industry, while only a few are acting upon this. As a de- sire to create a luxury brand that embodies ethical values, BITE Studios was started to add that much-needed spark to the industry.
Who is your key target audience, and do you have clients who buy season after season?
We have a very strong core customer base, however, it’s amazing to see our community grow season after season. Many of our key clientele are extremely loyal to the brand and this inspires us to constantly make them feel confident and ensure a timeless wardrobe worth investing in, is delivered to them year after year. The key personality traits of our target audience include confident, conscious and independent women who prioritize high-quality pieces with impeccable craftsmanship.
Do you see any buying patterns globally?
As we finally start to see an end to the pandemic tunnel, we can clearly see everyone’s desire to dress up again. More daring designs, pop of colours and individual items are something we really be- live in for the coming seasons. If people used the lockdown to nail their basic wardrobe, now is the time to spruce it up. We always offer that solid base of signature staples but also the garments that add the personality. Oversized trench coats, detailed shirts and exciting material mixes are some of the examples.
What drives your inspiration?
Art is an eternal source of inspiration and I try to visit as many exhibitions, galleries and museums as possible. Restaurants that offer a set of well-composed dishes also act as a key source of inspiration. I’m constantly observing innovators and other entrepreneurs as it’s a great way to converse with someone you admire.
The brand is focused on using eco-friendly, sustainable materials. Was this the goal from the outset?
Yes, we’ve always focused on protecting the environment and steering away from conventional oil-based synthetics use. It has always been an inspiring journey for us to be part of a larger change and constantly build demand to- wards elegant and organic materials.
Do you think the industry now demands brands to be more sustainable than before and is this being driven by the consumer?
I sure think the focus on sustainability has intensified over the last few years. This is a result of both consumer demands and governmental factors. The climate crisis has luckily received a larger political space lately and has thereby contributed to much more positive changes in the industry.
This is The Sustainability Issue – how are you personally and professionally contributing to a more sustainable way of living?
Professionally and personally, we try in as many ways possible to do what we can to do our part in a much larger change. Whether the work done at BITE or in our own personal life, we ensure sustainable fashion continues to be at the helm of it all, ensuring that it’s something that’s always spoken about.
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