The challenge
The apparel industry needed a radical shift. Leading brands, NGOs, and institutions were coming together to create the Sustainable Apparel Coalition, a first-of-its-kind global initiative to align around environmental and social impact standards across the fashion supply chain. With so many voices at the table and high expectations from both industry and the public, the challenge was clear: turn a deeply technical sustainability effort into a clear, credible story that could resonate globally.
The strategy
As SAC took shape, I served as the coalition's communications lead, guiding its early public positioning, press strategy, and stakeholder alignment. Working across dozens of founding organizations, from Patagonia, H&M, and Walmart to the EPA and a range of NGOs, I helped translate a complex technical framework into a compelling narrative about industry transformation. Key contributions included:
- Launch strategy for SAC's global debut and its foundational tool, the Higg Index
- Executive visibility support for SAC leadership, including high-impact media prep and conference placements
- Strategic media relations to introduce SAC to the world and reinforce credibility at every stage of growth
- Message alignment across a broad coalition of companies, agencies, nonprofits, and researchers
- Communications guidance through key milestones: launch events, policy engagement, and the introduction of new assessment tools
The outcome
- Secured high-profile coverage in The New York Times, The Wall Street Journal, the Financial Times, GreenBiz, Fast Company, The Guardian, WWD, and more
- Helped position SAC as the global voice of sustainable fashion metrics and accountability
- Strengthened internal cohesion and external alignment across a sprawling ecosystem of member organizations
- Supported SAC's rise as the standard-setting body behind environmental and social benchmarking in the apparel sector