In celebration of London Tech Week, Google Startups UK and Ethical Living App CoGo hosted an event that examined how innovation is creating sustainability in fashion that ‘doesn’t cost the earth.’

The event looked at the trends, ideas and tech that is creating beautiful and ethical fashion that is winning over conscious customers and both changing and challenging the way that businesses operate in the sector.

After welcoming remarks from Google and CoGo, the evening unfolded with a fireside chat moderated by Helen Brocklebank, CEO of Walpole with sustainable fashion hero and celebrated ‘Ecoture’ designer Deborah Milner and Contributing editor Harriet Quick.

The second panel focused on the innovation that is shaping a more sustainable future in fashion. Moderated by Nina Morenzi from the Sustainable Angle, the discussion included entrepreneurs Laura Chavez, founder of Lark & Berry; Leanne Kemp, CEO of Everledger; Kresse Wessling, Co-founder of Elvis & Kresse; Kirsty Emery, Co-Founder, Unmade; and Yossi Goldsmith, MD of CoGo.

Some key takeaways from the discussions:

1. Sustainability must be prioritised. Fashion brands must be committed to making changes and to focus on the environmental impact of everything they make. They should be asked the question why your customers care about sustainability. Also, governments must enact meaningful legislation so businesses are held to account for their practices.

2. Be transparent about your sustainability credentials. Businesses should aspire to share their sustainability practices with everyone – including competitors. We should all be on the same page when it comes to sustainability. This shouldn’t be a brands’ unique selling point – it should be the minimum requirement for launching a fashion brand.

3. Education is key to changing consumer behaviour. The more people are made aware of the environmental impact of the fashion, the more conscious they will become as consumers. Give people the power of knowledge to make the best decisions possible for the future of the planet and they will act on it – and business will also change their models to connect with their consumers.