The fashion industry is in the midst of a profound transformation, one that the planet has been urging for decades. At the forefront of this paradigm shift are sustainable fashion brands. They are leading the charge towards an eco-conscious future. On a global scale, Patagonia has showcased the possibility of building a loyal customer base around sustainability. In Africa, Dimencci is distinguishing itself by employing a green approach to its business operations.
Dimencci’s journey towards sustainability began with a pivotal decision: the adoption of organic materials. The driving force behind the choice was the brand’s recognition of the significant environmental toll of the fashion industry. The latter not only ranks among the biggest industries in the world, but it is also the second most polluting. Dimencci has responsibly opted for an eco-friendly selection of materials, ranging from organic cotton and bamboo fabric to vegetable-tanned leather.
What sets Dimencci apart is their commitment to the use of natural dyes. These dyes offer an environmentally responsible option and also create unique colour palettes. Traditional textile dyeing often involves synthetic dyes that can harm the environment through water pollution. In stark contrast, natural dyes are biodegradable. The business strategist of Dimencci, Mark Katzenberg, argues that the use of natural dyes in fashion will become the new norm of the industry within the next decade.
Dimencci is more than just a fashion brand. It employs a unique approach to operating its business. Its business model is based on sustainability-first, produce-on-demand. Even though its products revolve around sustainability, they are not short of appeal. The refinement of their products is palpable. The rejection of aggressive growth is a feat in itself. It definitely impacted its early growth. However, Mark believes their continuous effort towards offering consumers a sustainable alternative will be their winning argument in the long run. He defends the fact that the brand seeks to value its uniqueness in its proposition. He states It prioritises refinement, custom-made creations, and eco-friendliness, under the umbrella of quality.
Mark stated that the vision for the brand is to become synonymous with a sustainable apparel brand. The brand prides itself on offering products rooted in its ethics. Even though the production costs are quite high for the time being, they offset the price of affecting the scarce resources of the planet. He says, “The volume of sales is not the most important metric that quantifies Dimencci’s success.”. In the African market, Dimencci’s sustainable strategy is winning the hearts of people across the continent. Africa, a region known for its stunning natural beauty and unique ecosystems, understands the importance of preserving its environment. The brand’s use of organic materials and natural dyes aligns perfectly with the values and needs of African consumers.
Dimencci’s commitment to transparency in sharing information about its sourcing and production processes fosters trust among African consumers. It is not just about selling clothes; it is about building a sustainable fashion ecosystem that benefits everyone involved. The brand has been able to generate 90% of its sales online. The achievement furthers its commitment to limiting its carbon footprint. Mark underscored how the digitalisation of their business increased sales and their international outlook. He anticipates all sales will be fully online by 2025. He envisions Dimencci’s operations to be green-only, from manufacturing to logistics.
Dimencci positions itself well in the arena of sustainable fashion. As it continues to gain popularity in the African market, the brand demonstrates that sustainability is not a trend but a conscious choice that can change the face of fashion. In a world where the fashion industry has often been associated with being unsustainable, Dimencci is proving that a greener future is possible. With every garment, steeped in optimism, crafted from organic materials, and dyed with natural pigments, Dimencci is not merely selling clothes; they are selling a vision of fashion that respects our planet and the people who inhabit it.
