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The first time BPL offered a field trip to see its cattle farms — on a “washed-out” Friday in England in October 2023 — co-founder Sara Grady says many of the fashion set turned up in bright white trainers. “This has happened repeatedly, even when we send three separate emails warning people to wear appropriate footwear,” laughs Grady. “These are professionals who work in fashion and footwear brands, for whom leather is a really important material, but they are so disconnected from its origins. That was very symbolic to me.” My jaunt to flax country was hosted by the Alliance for European Flax-Linen and Hemp, an early mover that has been offering immersive experiences to a rotating crop of fashion insiders eight times each summer for over a decade, in an effort to showcase local natural fibres and the people proudly growing and processing them. “We want people to fall in love with linen — to touch it, feel it, smell it and really understand it,” says Gill Gledhill, founder of communications and marketing consultancy GGHQ, who has coordinated the Alliance field trips since 2016. “Everything is open for people to explore.”Pooh Dear Santa I Want The All The Honey Christmas Premium Shirt
Done right, field trips and tours can help build trust with brand partners and consumers alike, and win wider support for sustainable practices, which are too often overlooked or dismissed as dry and difficult. “Field trips are so important because they offer a practical opportunity to learn on the ground, providing an inside look into the production systems and innovations driving impact in the textile industry,” says Sarah Needham, senior director of engagement and partnerships at global non-profit Textile Exchange, which has been offering field trips alongside its annual conference since its inception. Both the Alliance and BPL have run field trips through Textile Exchange in the past. “It’s an opportunity to develop a shared understanding between people who are often not easily connected in global fashion supply systems,” continues Needham. “Brands are able to experience challenges and successes at production-system level firsthand, while building empathy and an increased connection to that piece of the value chain. Meanwhile, producers can connect with what happens to their fibres and materials further upstream.” It’s a delicate alchemy to get right. How do you create those intangible shifts in values and make people care about something they haven’t given much thought to? And how do you measure the impact or return on investment (ROI) of something so amorphous?
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