S05 Episode 254 | Johnathan Hayden on using a brand as an experiment, questioning ownership over one's trash & how augmented reality could impact sustainability in fashion

Conscious Chatter

In episode 254, Kestrel welcomes Johnathan Hayden, is an independent designer, to the show. Focused on the intersections of fashion, technology and art, Johnathan is adamant about using his brand as an experiment to make fashion better.

“There’s an unconscious collective change that needs to happen for people to sort of get it and you know, it can’t be so profit driven, but I do think that creativity is such a divine gift that lends itself to rethink, reimagine antiquated systems, so that design isn’t just about being beautiful — it really is about being better.” -Johnathan

When it comes to building a more *sustainable* brand, I find a lot of discussions end up leading to the ways that designers or brands are working to resist the industry’s flows (or the typical ways that the system has been built to do business). And the challenges that come with that are ABUNDANT.

It’s not as easy to use fabric that’s more challenging to source or it’s not as easy to make lower quantities to reduce waste or it’s not as easy to repurpose something as it is to start with a roll of fabric.

Basically, when brands are asking more questions about their supply chain, they end up headed down a sort of unexpected trail of more and more unknowns that require creative problem solving to move forward.

And sometimes, those creative trails that brands forge (which seem like the right thing to do) are met with road blocks by others in the industry, who aren’t prepared to let go of ideas around *profit* and *ownership* that have permeated fashion for years.

Johnathan has embraced those unknowns and that journey — he talks about his brand as an experiment, and he’s intentionally using it as a learning avenue to discover ways to improve on how fashion brands operate.

We also explore some of the ways that technology and sustainability intersect, when it comes to augmented reality and NFTs.

Quotes & links from the conversation:

• “His creation of versatile luxury ready-to-wear separates attracts the attention of fashion-loving women in STEM related careers. Intent to dress the modern intellect, he designs for those who navigate the world brain before body.” -on who Johnathan designs for

• Upcycling collaboration between John Galliano and Tomo Koizumi that Johnathan mentions

• “There are real issues that I don’t think are being talked about in the argument about sustainability that get into exclusivity of fabric ownership and culpability and responsibility from the brand or the manufacturer to manage their waste.” -Johnathan

• Viral TikTok by @thetrashwalker that Johnathan mentions, showing off slashed Coach bags

• BRAVE NEW CLOTHES: ANIMATING FASHION EXPERIENCES THROUGH AUGMENTED REALITY — Johnathan’s graduate project at SCAD

• “Immaterial gains: the NFT boom comes for fashion” by Whitney Bauck in Financial Times

• Follow Johnathan on Instagram >

• Follow Johnathan Hayden [the brand] on Instagram >