A lesson in collaboration: How a charity and fashion brand pooled resources

London – At last week’s The Age of the Long Near Preview Network Evening, LS:N Global senior journalist Rowland Manthorpe spoke to Clare Brook, CFO and head of development at the Blue Marine Foundation, about the charity’s collaboration with Kenzo on No Fish No Nothing.

‘Having real buy-in from senior management is exactly what distinguishes a good collaboration from a bad one, a strong environmental brand from a meaningless one,’ said Brook. ‘Kenzo, for example, showed the film The End of the Line to all of its employees, so it’s also very important to have buy-in from the employees as well as the customers.’

Brook spoke about the Blue Marine Foundation’s eye-catching work with Helena Bonham-Carter, the need for brands to consider their supply chain in years to come, and how they can play an active role in helping people to consider the effects of irresponsible retailing. 

For more on how long-term thinking will affect brands building towards 100-year business plans, book a place at our Spring/Summer 2015 Trend Briefing. For more information, email Alena Joyette at [email protected].