Fashion Heiress Veronica Chou New Sustainable Brand

By Alex Assoune

Veronica Chou is a member of the USD 2.7 billion family empire built by her father Silas Chou selling American clothing labels in China. She is asking consumers to buy less and go green to clean up the fast fashion industry.

Veronica Chou is now spending her time and money to support innovation in favor of sustainable fashion. She wants to transform this polluting industry into a circular and regenerative one.

She started an eco-friendly label on her own called Everybody & Everyone, and use innovative technologies to make sustainable materials and clothes, being concerned about the negative impact of fashion on the environment.

"I’ve definitely changed my lifestyle and behavior. We have to look at how to cut back consumption and make things that don’t harm the planet. But we have to consume, we need to clothe ourselves. [...] We want to make sure these technologies scale and are being used as much as possible if we want to make an impact in the world. It can’t be just accessible by the elites."

- Veronica Chou, Hong Kong businesswoman

Veronica Chou makes eco-innovative, size-inclusive clothing using material science and smart design to maximize the life of clothes and minimize her impact on the planet.

She applies the lessons she has learned about sustainability to serve as a model for how to promote sustainability and implement Earth-friendly practices into every aspect of the fashion value chain.

Veronica Chou reveals that consumers now paying more attention to how their clothes are being made. Some even are willing to pay more for certified Earth-friendly and ethically made products.

Environmental awareness is rising and brands need to reduce their footprint to appeals to conscious buyers, especially the younger generation. She explains:

"The younger generation of consumers cares about the planet and cares about justice, whether it’s women’s rights, racial equality, or climate justice. Some conscious consumers are willing to pay a little more for products that support their values."

Everybody & Everyone emphasizes having factories in America. The brand also uses packaging, mailers, labels, and stickers made from recycled materials that can be recycled again.

The company partners with the organization One Tree Planted to plant a tree with each purchase and buys carbon offsets to balance its emissions. Veronica Chou is passionate about building a sustainable brand. She reveals:

"I started building Everybody & Everyone from the ground-up, first by getting the best team in place then by finding the right vendors, manufacturers, and partners who were already making strides in the sustainability space. I wanted this brand to be for every woman, so body positivity, inclusivity, and sustainability were going to be the backbone of everything we did."

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About the Author: Alex Assoune

Alex Assoune (MS) is a global health and environmental advocate. He founded Panaprium to inspire others with conscious living, ethical, and sustainable fashion. Alex has worked in many countries to address social and environmental issues. He speaks three languages and holds two Master of Science degrees in Engineering from SIGMA and IFPEN schools.