Commitment is at the heart of their activity. These women and men are inspired by the world to act differently and sustainably, and to make their environment a path of expression, creativity, innovation or solidarity. Finance, culture, crafts, industry or media are all fields embodied by these personalities, who have agreed to be in cahoots with us for a meeting to share their universe.
Benjamin is originally from Lille and is a native of Geneva. After 12 years spent in the purchasing and sales departments of a Swiss multinational, Benjamin listened to his entrepreneurial spirit to create ClotherClother is an online eco-responsible fashion boutique with one idea in mind: to convince as many people as possible to change their consumption habits by offering sustainable clothes and an easy customer experience for a more sober fashion.
The clothes are made as close to Switzerland as possible within a radius of no more than 1,500 km using sustainable, recycled or upcycled materials and are delivered to the customer using circular logistics. Not forgetting the good advice and tips regularly offered through its newsletter and social networks by the brand, very useful!
Hello Benjamin, who are you and what do you do for a living?
Hello my name is Benjamin Lecrivain, I am the founder of Clother, which is a new online platform for eco-responsible clothing sales in Switzerland.
Why did you choose this field of activity?
At the beginning, this is not my field at all, it all started from a desire to undertake an idea that made sense from an environmental point of view. That's why I chose clothing because as a consumer, I realised that when I wanted to buy sustainable clothing without fear of falling into greenwashing, there were very few accessible, practical and easy solutions in Switzerland, and in French-speaking Switzerland in particular. I also realised that the few solutions that did exist were doing a good job on the eco-responsible proposition but that the notion of service, practicality, ease and customer experience was not always at the heart of their approach.
I am convinced that if we want to convince as many people as possible to switch to a more sober, more sustainable consumption, particularly in clothing, it also requires the most practical and comfortable customer experience possible, because today we are already used to this experience with the big sites such as Zalando or Amazon, to name but a few.
So making eco-responsible online shopping easy, fast and convenient is important to break down barriers and get as many people as possible to sustainable fashion.
How did this desire for commitment come about? What triggered it?
It's not a trigger, it's more a personal journey. Year after year, the different information we receive from all sides, through the media, through what we read about climate change, about our way of consuming which has a considerable impact on the environment. Whether it's the IPCC reports, the World Economic Forum, which has announced that climate change is a major risk from an economic point of view, or the UN, which reports that we are on a warming trajectory of +2.7 degrees compared to the pre-industrial era. All the signals are red and have been for several years.
As far as I'm concerned, it's a realisation that didn't happen overnight but over time, with questions about my lifestyle and ways of living differently, more soberly. This was then coupled with my desire to be an entrepreneur and finally to try to be an actor and to propose a solution, humbly, to accompany people towards a more sober consumption.
Fashion is the second most polluting industry in the world and we don't necessarily realise it, we think that clothes are small, they don't take up much space and we pay very little attention to where they come from and how they are made, even though this has a fairly huge impact on our individual carbon footprint. I thought there was something to be done to support a sustainable movement in this sector.
So you have to learn to learn, listen, find out and learn from your mistakes, of course, in order to move forward with this idea and give it birth.
The good thing about being a small company is that we don't offer an impersonal experience like some of the big retailers.
I think that the heart of the action is to propose another solution, desirable, pleasant for the customers and which answers another desire, that of having beautiful clothes which are manufactured not very far from one's home, in beautiful materials, the pleasure of buying a piece which will last several years, the satisfaction of having one's clothes repaired...
The other step is to make sure that we offer desirable alternatives to what is offered today and this is the idea of Clother with the experience, the services, the ease, the fact that the clothes are beautiful, well cut, designed and instead of keeping them for three months and selling them second hand saying that we have done a good deed, or worse, throwing them away, we keep them for 3, 4, 5 years or more because they are made to last.
You too can tell us your stories that can inspire us all! If you want to try your hand at the Proust questionnaire or share your experience, your commitment, your tips or your gripes, go to the "Share with us" discussion forum on the La Mèche platform:
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Founded in 2020 by Marie Chassot, La Mèche 's mission is to support people and organizations in their transition to a more responsible lifestyle and business practices, through a digital magazine, a consulting agency and a social network.
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