Lead the Change: How Fashion Power is making sustainable fashion the norm

Today, Fashion Power is a leader in sustainable sports and outdoor clothing, not just by claiming it, but through real action. Most importantly, they make sustainability accessible to everyone.

From broad offerings to a bold commitment

Fashion Power began in 2002 as a broad-based clothing manufacturer. “We did pretty much everything, from shirts and jeans to sportswear,” Maxim explains. By 2008, the focus had shifted towards functional clothing, particularly for sports and outdoor use, with quality and technical innovation at the forefront.

Around 13 years ago, they decided to focus on sustainability, to reduce the amount of chemicals, water, and CO² used in the process. They introduced the first sustainable products as alternatives, but many were hesitant. “When we introduced our dope dye, recycled materials, and coffee grounds concept, many suppliers said, ‘Are you crazy?’” Maxim recalls. But their persistence paid off. Over the past three years, the company has focused exclusively on offering sustainable products. “You lose some customers, but you gain the right ones back. Customers who want to move forward and choose a sustainable future.”

Cost-conscious, future-focused

Many still believe sustainability automatically comes with higher prices, but Fashion Power is determined to prove otherwise. “We consciously make choices that create impact, but in a way that’s affordable for everyone,” Maxim says.

“It’s okay if there’s a small premium, but we want to compete at a comparable price level. Sustainability should simply become the standard, but that won’t happen as long as it remains expensive and exclusive. That’s why we must focus on value for money and inclusivity.”

Better materials, lower footprint

Fashion Power is lowering its environmental impact by embracing innovative and circular materials. “Functionality in clothing isn’t magic; it used to come with a heavy dose of chemicals,” says Maxim.

So, they do it differently. “We use dope dye, which saves water, chemicals, and CO₂. And we carbonise used coffee grounds and add that to recycled polyester for extra functionalities.” In this way, residual streams are reused functionally instead of relying on harmful additives. Moreover, this enables them to make their products sweat-repellent and to neutralise unpleasant odours.

Conviction before certification

Maxim sees sustainability as a mindset first, not just a matter of technology. “When I first introduced certifications, they all saw it as an obstacle, but once we integrated them into the business model and demonstrated their potential, support quickly followed."

For him, consistency is key. “You must keep explaining why it matters; help people understand the problem and show what’s possible.”

Clarity in policy, power in action

Although Fashion Power is making significant progress, Maxim believes meaningful change requires stronger legislation. “Without clear rules, sustainability remains optional,” he says. “What’s in place now is often vague or watered down.”

He argues that policy should focus more on incentivising the right actions rather than solely penalising the wrong ones. “In Europe, there’s too much emphasis on punishing mistakes. However, the right steps should be rewarded.”

Leading through sustainable action

Maxim identifies a clear gap between businesses discussing sustainability and those truly embracing it. "In many companies, buyers are still evaluated based on margin. At the same time, executives in the boardroom are increasingly reporting on sustainability requirements, partly due to new legislation such as the CSRD. This highlights the large gap between policy and practice.”

Fashion Power actively pursues complete supply chain transparency and builds long-term partnerships. “What matters isn’t the image, but the real impact,” Maxim says.

They manage their entire supply chain, from fibre to final product, including Scope 3 emissions. This approach demands partners who are willing to grow with them. “Our longest partnership has already lasted 26 years. That’s crucial because many businesses switch partners for a quick win. Those long-term relationships ensure we retain our partners and continuously share our story,” Maxim explains. He believes such collaborations keep them competitive and provide the stability to build a sustainable story.

Collaboration powers change

For Maxim, one thing is sure: sustainability only works if you work together. “It’s a massive challenge. Without the partners we’ve had for years, we wouldn’t be where we are today.”

His message is clear:

“We can’t do this alone, and neither can our partners. So, let’s step up and tackle this together.”

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Like Fashion Power, Eevery believes real change only happens when we work together. It starts with a clear vision, persistence, and the right partners who grow with you. Our platform helps you make sustainable choices and set goals that matter. Take the first step towards a more sustainable business. Book a meeting and lead the change!