Suzy Amis Cameron, a dedicated environmental advocate and entrepreneur, has made headlines with the launch of Inside Out (IO) Holding, a bold venture that aims to reshape the fashion industry. The recent acquisition of Wråd, a consulting company co-founded by Matteo Ward, marks a crucial step in this journey, as Ward takes the helm of IO’s Fashion, Textile & Home (FTH) division. In an exclusive interview with SPIN OFF, Ward shared insights into the FTH division's ambitions, upcoming projects, and the overarching vision behind this transformative initiative.
The seeds for this collaboration were sown in 2022 when Amis Cameron and Ward first connected over a call in the serene Atacama Desert in Chile. At the time, Ward was immersed in the challenges posed by fast-fashion waste for the docuseries he co-wrote and hosted, titled "JUNK," produced by Sky Italia and Will Media. "When I discussed my findings about fast fashion with Suzy, she was so passionate about the project that she offered to executive produce it. From that moment, things started to unfold organically," Ward remembers.
IO’s Fashion, Textiles & Home division is dedicated to promoting responsible fashion practices. Ward describes its mission as striving to use clothing as a vehicle for creating better habits and enhancing habitats globally. He elaborates, "We’ve organized our activities into four key areas of impact: Education, Media, Brands, and Consulting." The education initiative is particularly noteworthy, aiming to foster sustainable cultural habits among young children and teenagers through tailored programs.
Media plays a pivotal role in this mission as well. Amis Cameron has helmed two significant documentaries on fast fashion, including "JUNK" and the upcoming "Let Them Be Naked," shedding light on the harmful chemicals prevalent in clothing production. Through these narratives, they aim to raise awareness about the often-overlooked consequences of fast fashion.
When discussing corporate partnerships and investments, Ward emphasizes a commitment to collaborating with brands that share their vision for sustainability. Notably, Inside Out has already made significant investments, including a stake in Sheep Inc., a UK brand celebrated for its traceable supply chain. Ward proudly mentions how Inside Out led Sheep Inc.'s recent £5 million Series A funding round to aid in its growth and sustainability initiatives.
Beyond investments, the division continues to leverage Wråd's background in consulting. Ward touts the potential of large brands, stating, "They have the reach to provoke widespread change in consumer behavior. A well-designed collection can significantly influence how people think and act." He is inspired by the past campaigns of fashion revolutionaries who have used clothing as a form of activism, transforming basic articles into powerful tools for consciousness and awareness.
Reflecting on influential movements, Ward draws parallels with Katherine Hamnett, known for her striking T-shirt slogans advocating for causes like nuclear disarmament and environmental preservation. He also nods to contemporary figures like Neri Oxman, who challenge traditional consumption models by promoting sustainability and regeneration.
Drawing attention to the importance of awareness, Ward firmly believes that understanding fashion's hidden costs—such as environmental degradation and human exploitation—is critical. “But awareness alone is not enough,” he asserts. They strive not only to illustrate problems but also to offer viable solutions, demonstrating how the industry can improve through ethical alternatives.
"We are on a journey to cultivate a culture that encourages individuals to align their choices with core values that prioritize the planet and its resources," he continues, emphasizing the necessity of a cultural shift.
When asked about future initiatives, Ward's outlook is optimistic. He aims to strengthen the projects and brands Inside Out has invested in while assembling a robust team to support their ambitious objectives. Notably, Amis Cameron's longstanding commitment to responsible fashion since founding the Red Carpet Green Dress initiative in 2009 has significantly influenced their strategic approach. Ward explains, “Through Red Carpet Green Dress, Suzy inspired a new narrative for fashion, urging celebrities to take ownership of their influence.”
Wråd has also played a complementary role since its founding in 2015, developing educational partnerships with organizations like Fashion Revolution and FAO. Ward hopes these alliances can foster substantive shifts in the industry, calling to mind the momentous #WhoMadeMyClothes campaign which emerged after the tragic Rana Plaza disaster.
In closing, Matteo Ward emphasizes the need for continuous evolution within the fashion industry. He believes that today’s efforts will never be enough to counter the significant environmental challenges faced, but each initiative is a step in the right direction. With a unique blend of passion for sustainability and innovative strategies, Inside Out Holding aims to lead by example, crafting a fashion landscape that embraces responsibility and forward-thinking in both practice and philosophy. "We are not only crafting clothes, but also shaping the habits of our society and its future," Ward concludes, embodying the very essence of IO's mission to drive positive change in the world of fashion.
