FashLab – fast, fair fashion from Estonia

Estonian entrepreneur Mari Martin, founder of Tallinn Dolls, a playful designer brand, wants to speed up the fashion industry, bringing clothes from concept to shelves in the shortest time ever – her new startup, FashLab, has plans to disrupt the way global fashion works; she sat down with Estonian World to talk about her experience and how she sees the future of fashion.

The term “depeche mode” or “fast fashion” has been around for years – long before the British band of the same name popularised it, but there is a growing number of people who believe the fashion industry does not act fast enough. Mari Martin, an Estonian entrepreneur and experienced fashion designer, sees this as a problem, and has created a new startup, FashLab, to push the business of making and selling clothing into the 21st century. Fashion tech is also one of the focuses of Enterprise Estonia, the Estonian government’s enterprise agency, as it is an example of an industry that could benefit from increased digitalisation.

FashLab takes the usual two-year fashion cycle from trend to retail and compresses it to an average of one month, using processes that allow garments to be designed entirely online using the company’s own software. It’s a true innovation in a space dominated by a few designer labels. As Martin explains, there are many small and medium-sized fashion labels, but the largest players are protected by the system that has been built around them.

Read the full story at estonianworld.com.

Victoria Krisman
Victoria Krisman is Interactive Media Specialist and Communications Manager for the Intelligent Community Forum.
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