TALKS with Lindsay Lawrence

3 Min. Read | Video + Interview | A.M.

Summary

In the latest in our series TALKS, Metamorphic Gear co-founder Lindsay Lawrence discusses sustainability. We discuss both a commitment to ecological awareness and activism as well as financially forecasting their company’s return once the latter Phases in Washington State take effect. Manufacturing has been a key disruption, in addition to wholesale accounts being suspended and business partners forced to close permanently.

Key Notes

Production is an essential contributor to economic recovery.
Currently unemployed workers in other industries are an untapped labor pool.
Face masks are one of many ways to pivot to essential products.
Connect with suppliers and wholesalers daily.
Reduce output and modify holiday season projections.

Red Sky

“It’s been extremely disruptive, of course. I think that’s the bottom line. You try to forecast so that you understand the future, and the future is completely upended. So we’ve really tried to be as nimble as possible and try to understand how we can be relevant in our communities.”

Metamorphic Gear co-founder Lindsay Lawrence joins our ongoing and open discussion about the future of the fashion industry in the Pacific Northwest. As an avid sailor, and having launched a business after the previous economic recession, Lindsay has come to appreciate what it means to weather any storm.

“My parents were sailor-hippies that had a boat in the Caribbean. . . .The ocean has always been a part of my life. . . .When I was able to start Metamorphic Gear, that kernel of a triple-bottom-line economic structure—having an economic driver for business was critical, but also being aware of societal and environmental impacts that it creates—is critical [for] companies now.”

With all of his wholesalers and consignment accounts suspended due to the closure of brick-and-mortar locations around the world, Lindsay made the shift to a digital-first strategy. But it wasn’t without significant difficulties to the brand story and the visual touchpoints that would need to be updated almost daily.

Metamorphic Gear was founded on the principal of up-cycling. Raw materials from climbing rope to discarded tarps to massive sails are rescued from landfills, cleaned, and then repurposed into their selection of handbags and accessories. While the supply is generally favorable, the unique elements of each design—like colors and patterns—are often random, making it difficult to produce large batches of identical products.

This compounds with visual merchandising, especially in product photography. In order to exceed customer expectations, products must be photographed, sent to wholesalers, added to their websites, and refreshed at the point of sale. Now, with reduced capacity, more randomized raw materials, and the shift to online strategies, the need for increased visual creative content has risen exponentially. Under previous conditions, that meant hiring a creative team to oversee the campaign. But with dramatically slashed revenue and incredibly thin operating margins, as well as consumer fears over spending in the near-term, that is not an option.

“Your dollar is how you vote and make change in the world now, as we live in this consumer society. And companies live and die with your votes. . . . It’s not a plea, and not a guilt-trip. We’re trying to stay away from that. But it definitely is [that we are] trying to be inclusionary and bring people into the conversation and have them be a part of the solution.”

Metamorphic Gear remains optimistic. Though they’ve dramatically reduced end-of-year forecasts, they continue to produce limited batches for the holiday season.

“I think that the love and the community that you have around you is resilient beyond belief.”

— Lindsay Lawrence

MARBLE BOAT TOTE in Black

QUARTZ SMALL DOPP KITS in White+Blue

MARBLE DELUXE TOTE in Green

Visit Metamorphic Gear online and follow them on Instagram.

Topics discussed in the video:

Puget Soundkeeper non-profit protecting and preserving the Puget Sound

Midway Atoll National Wildlife Refuge

Laysan Albatross rescue efforts

In our new series called TALKS, we reflect on the fashion industry in the Pacific Northwest. We'll look at where it has been, where it is now, and how we can move forward in a unique, small, yet financially important and growing market.