Pangaia & the rise of purpose first, product second brands
As themes such as sustainability become increasingly important for brands to address, many seem to be looking at what solutions can be employed whilst still fitting into their current ranges, styles, and brand identities. Product and existing brand equity still appear, particularly for well-established brands, to be the primary driver in how the brand presents itself and the products it creates. However there are many smaller new players keeping purpose and a forward-looking vision at the heart of what they do, and there are some useful lessons to be learned here for future-proofing brand relevance and product offering.
One particularly interesting example, which is enjoying a good deal of popularity at the moment, is the brand Pangaia. In terms of product offer, Pangaia is known for its colorful, comfortable ‘basics’ and activewear, as well as a growing range of wardrobe staples and accessories. The aesthetic is pared back, minimalist, but bright and uplifting, and favors comfort and timeless loungewear styles (think tracksuits, polos, and long knit dresses) over any specific fashion trends. It is also celebrated and loved for its sustainability credentials, transparency, and dedication to innovation in textiles. Many of their materials are made from new cotton alternatives, like food waste-based Fruitfiber, and are treated (for example with peppermint) to reduce the need for washing in water. It’s a brand that has managed to successfully combine a clearly-articulated vision with an aspirational style appeal.
From a consumer’s perspective, one of the most interesting things about Pangaia is that it appears that the brand’s approach is led entirely by its sustainability and technological problem-solving point of view first, with new clothing items coming second. Their ‘science’ page on their website is filled with information on the innovative materials and treatments they use to create clothing, and many are set up with a “Problem” and a “Solution” that was found through the new material. They are not just in the business of making clothing consumers want to buy, but first and foremost in addressing sustainability problems in the fashion and textile industry, and creating products that address those issues. The design solution determines the consumer demand, and not the other way around, which is arguably a unique approach in the fashion industry. This is a real exercise in using a brand vision as a creative constraint. Rather than designing whatever feels on-trend or aesthetically interesting, the available materials that fit within the brands values determine what is produced. From there, these must also be desirable and interesting for consumers. It requires not only designing aspirational products, but taking customers on a journey to understand exactly what is so special about them.
Furthermore, the type of clothing that the brand has built its foundation on - ‘basics’ such as tshirts - shows a thoughtful approach to addressing problems with the most commonly sold, washed, and discarded textile items first, before expanding. It’s another way of letting the brand vision set the product offer and design approach: if you want to address problems with the clothing industry, start with what people are most likely to buy. This also, without needing to overtly say so, positions Pangaia in opposition to the fast fashion brands they stand to challenge. While most fast fashion offerings are based in churning out the latest trends for short term use, the ‘basic’ nature of the Pangaia range further underscores an overall brand (and fashion world) vision where less is more, and clothes should be kept for longer.
Sustainability is one of the more visible causes for brand purpose at the moment, but this way of approaching a purpose and vision need not be limited to one theme. Pangaia is a useful example of how a sense of purpose can be used to define a strong, trustworthy brand. Using a brand vision as the starting point and paradigm for everything the brand creates ensures credibility, loyalty, and trust, and at a time when purpose is increasingly a ‘must’ for brands, embracing these creative constraints also allows for more single-mindedness that can stand out in an otherwise ‘purpose-washed’ market.
