In an era where fast fashion dominates the industry, Encircled stands out as a beacon of sustainable, ethical, and innovative clothing design. This Canadian womenswear brand, founded by Kristi Soomer, has transformed the landscape of sustainable fashion by emphasizing versatility, quality, and ethical production practices. From its humble beginnings as a travel-focused clothing line to its current status as a leader in everyday essentials, Encircled's journey offers valuable insights into the future of sustainable fashion and ethical business practices.
The Genesis of a Sustainable Fashion Revolution
Kristi Soomer's path to founding Encircled was paved with personal experience and a vision for change. As a former management consultant, Soomer spent countless hours living out of a suitcase, struggling to find clothing that was both stylish and practical for her nomadic lifestyle. This frustration sparked an idea that would eventually revolutionize the concept of travel wear and sustainable fashion.
In 2012, Soomer launched Encircled with a single product: the Chrysalis Cardi. This ingenious garment could transform into eight different styles, from a dress to a cardigan to a scarf. The Chrysalis Cardi embodied Encircled's core philosophy:
- Versatility in design
- Sustainability in materials
- Comfort without compromising style
The success of this initial product laid the foundation for Encircled's future as a brand committed to "living light" through maximizing the utility of each garment.
From Travel Wear to Everyday Essentials: A Strategic Pivot
While Encircled's initial focus on travel wear proved successful, the brand's evolution into everyday essentials marked a significant turning point. This strategic pivot required a comprehensive rebranding effort that touched every aspect of the business:
Product Development: Expanding beyond convertible travel wear to include high-quality basics that complement a minimalist wardrobe.
Marketing Strategy: Shifting from travel-focused content to emphasizing the benefits of a versatile, sustainable wardrobe for everyday life.
Influencer Partnerships: Collaborating with minimalist lifestyle influencers instead of travel bloggers to reach a broader audience.
Customer Engagement: Changing the opt-in incentive from a carry-on packing list to a minimalist wardrobe workbook, aligning with the new brand direction.
This transition showcased Encircled's adaptability and foresight, allowing the brand to tap into a larger market while staying true to its core values of sustainability and versatility.
The Encircled Design Philosophy: Where Innovation Meets Sustainability
At the heart of Encircled's success lies a unique design philosophy that seamlessly blends innovation, sustainability, and customer-centricity. The brand's approach to creating new products is a testament to its commitment to both environmental responsibility and consumer satisfaction.
The Design Process: A Collaborative Journey
Encircled's design process is a carefully orchestrated dance between creativity, customer input, and sustainable practices:
Identifying Gaps: The team begins by analyzing customer feedback and market trends to identify wardrobe gaps that need filling.
Conceptualization: Designers brainstorm ideas for versatile, sustainable pieces that align with Encircled's ethos.
Customer Testing: Unlike many fashion brands, Encircled involves its customers early in the design process. Through social media polls, focus groups, and surveys, the brand gathers valuable feedback on potential designs.
Refinement: Customer input is meticulously incorporated into the design, ensuring that the final product truly meets consumer needs.
Prototyping and Fit Testing: Multiple prototypes are created and tested across a range of body types to ensure optimal fit and functionality.
Launch and Education: When a new product is introduced, it's accompanied by educational content that demonstrates its versatility and sustainable features.
Case Study: The Perfect Work Pant
The development of Encircled's "Perfect Work Pant" exemplifies the brand's commitment to thorough research and customer-driven design. This process included:
- Surveying over 1,200 customers about their ideal work pant features
- Extensive fabric research to find a sustainable, high-performance material
- Multiple design iterations based on customer preferences for waistbands, closures, and care instructions
- A willingness to cancel launches when products didn't meet Encircled's high standards for quality and sustainability
This meticulous approach ensures that every Encircled product not only meets but exceeds customer expectations while adhering to the brand's sustainability goals.
Sustainable Production: Walking the Talk
Encircled's commitment to sustainability extends far beyond its product designs. The brand has implemented a comprehensive approach to ethical and eco-friendly production:
Local Manufacturing
By producing its garments in Toronto, Canada, Encircled:
- Reduces its carbon footprint
- Ensures fair labor practices
- Supports the local economy
Sustainable Materials
Encircled prioritizes the use of eco-friendly fabrics, including:
- Organic cotton
- Tencel™ Lyocell
- Modal
- Recycled polyester
These materials are chosen for their low environmental impact and high performance.
Small-Batch Production
To minimize waste and overproduction, Encircled employs a small-batch production model. This approach:
- Reduces excess inventory
- Allows for quick adaptation to customer feedback
- Minimizes environmental impact
Longevity and Versatility
By designing garments that are both durable and versatile, Encircled encourages consumers to buy less and wear more, directly combating the "throwaway" culture of fast fashion.
Encircled's journey hasn't been without its challenges. The brand's ability to adapt and innovate in the face of adversity has been crucial to its success.
The COVID-19 Pandemic: A Case Study in Agility
When the pandemic hit in 2020, Encircled demonstrated remarkable adaptability:
- Rapid Product Pivot: Quickly shifted to producing non-medical organic cotton face masks, becoming one of the first brands in Canada to offer this essential item.
- Business Growth: The timely introduction of masks led to significant business growth during a period when many fashion brands struggled.
- Remote Work Adaptation: Successfully transitioned to remote work while maintaining product quality and team cohesion.
Implementing the Entrepreneurial Operating System (EOS)
To streamline operations and maintain focus as the company grew, Encircled adopted the Entrepreneurial Operating System:
- Set clear quarterly priorities and annual goals
- Implemented weekly leadership meetings to track progress
- Increased financial transparency within the team
- Gradually rolled out the system to avoid overwhelming employees
This systematic approach has helped Encircled maintain its agility and focus as it continues to grow.
Customer-Centricity: The Heart of Encircled's Success
Encircled's unwavering focus on customer needs and feedback has been a key driver of its success. The brand employs several strategies to maintain this customer-centric approach:
Virtual Fittings: Offering online consultations to replicate the in-store experience and help customers find their perfect fit.
Extensive Product Information: Providing detailed descriptions, measurements, and care instructions for each garment.
Educational Content: Creating blog posts, videos, and social media content that demonstrate the versatility of Encircled products and educate consumers on sustainable fashion.
Customer Involvement: Regularly soliciting customer feedback through surveys and social media engagement, and incorporating this input into product development.
Transparency: Being open about production processes, material sourcing, and pricing to build trust with consumers.
This approach has not only fostered brand loyalty but has also created a community of engaged customers who feel invested in Encircled's mission and success.
Looking to the Future: Simplification and Expansion
As Encircled looks ahead, the brand is focusing on several key areas for growth and improvement:
Simplification: Streamlining processes, products, and work methods to increase efficiency and reduce complexity.
Adapting to Market Changes: Addressing challenges such as rising production costs and labor market shifts while maintaining commitment to ethical practices.
Relevant Collections: Developing versatile wardrobes that cater to evolving lifestyles, including the increased prevalence of remote work.
Size Inclusivity: Expanding size ranges up to 3X in popular styles to cater to a more diverse customer base.
Technological Integration: Exploring ways to leverage technology for improved customer experience and operational efficiency.
Lessons for Aspiring Entrepreneurs
Kristi Soomer's journey with Encircled offers valuable insights for those looking to make their mark in the world of sustainable business:
Stay True to Your Values: Encircled's unwavering commitment to sustainability has been key to its success and brand identity.
Be Adaptable: The ability to pivot from travel wear to everyday essentials demonstrates the importance of flexibility in business strategy.
Listen to Your Customers: Encircled's customer-centric approach has driven product development and fostered brand loyalty.
Embrace Simplicity: Focusing on core products and streamlining operations can lead to greater efficiency and clarity of purpose.
Build a Supportive Network: Having mentors and fellow entrepreneurs can provide invaluable support and guidance.
Invest in Innovation: Continual innovation in product design and business processes is crucial for staying ahead in a competitive market.
Prioritize Transparency: Being open about business practices builds trust with consumers and stakeholders.
Conclusion: A Model for Sustainable Fashion's Future
Encircled's journey from a niche travel clothing brand to a leader in sustainable everyday essentials is a testament to the power of innovation, adaptability, and unwavering commitment to values. By prioritizing customer needs, embracing sustainability at every level of operation, and continuously refining their approach, Encircled has not only survived but thrived in the competitive fashion industry.
As the fashion world grapples with the urgent need for more sustainable practices, Encircled stands as a shining example of how businesses can balance profitability with ethical practices and customer-centric design. The brand's success demonstrates that there is a growing market for thoughtfully designed, versatile, and sustainably produced clothing.
Looking ahead, Encircled's continued focus on simplification, adaptation, and expansion suggests a bright future not just for the brand, but for the sustainable fashion movement as a whole. As consumers become increasingly conscious of the environmental and social impacts of their purchasing decisions, brands like Encircled that prioritize sustainability, transparency, and customer satisfaction are well-positioned to lead the way into a more responsible and innovative fashion industry.
In the end, Encircled's story is not just about creating great clothing; it's about reimagining the very fabric of the fashion industry, one versatile, sustainable garment at a time.
