The rise of vegan fashion: Q&A with Delicious California

“Younger generations in particular are driving the sustainability revolution”

London – Veganism is undoubtedly on the rise. While the subject was once restricted to conversations about food and diet, veganism has now made itself comfortable in almost every facet of society, with the issue of humans’ use of animal products making its way more and more onto the centre stage of fashion, and even branching out into the political sphere. This growth of veganism seems to be steady: Grand View Research reports that the global faux-leather market will be worth 58 billion pounds (74 billion US dollars) by 2025, while Global management-consultancy firm Bain & Company recently reported that ‘animal welfare’ stands out as the key criteria for consumers under 35. “Younger generations in particular are driving the sustainability revolution” Speaking to FashionUnited about the rise of veganism in recent years, People for the Ethical Treatment of Animals (PETA) said that they were unsurprised by its boom in popularity, considering the animal-product alternatives which are readily available. “There’s an abundance of cruelty-free, natural materials to choose from – including innovative and unique ones like soya-bean fibre, bamboo, and leather made from pineapples, apples, and even wine (or rather, grapes),” the animal welfare group said. But how do vegan brands compete with an industry still dominated with non-vegan labels? Sitting modestly on Folkestone’s Old High Street, UK, Delicious California is a 100 percent vegan independent brand which proudly describes itself as ‘Ethical, original and fun’. FashionUnited spoke to Ewen Macaulay – the passionate owner of Delicious California, who runs the brand with his wife, Susanna – about the growth of the company, and the challenges they’ve faced along the way. He didn’t pull any punches: The rise of vegan fashion: Q&A with Delicious California How did the idea of the Delicious California label come about, and how quickly did it grow? ‘Delicious California’ is a lifestyle brand. I have always been in search of the ultimate fitted t-shirt with stylish and original design prints. I am an artist by trade and a graphic designer of 20 years. I love drawing graphics and I have a particular interest in ‘Board Art’ (which is Surfboard, Snowboard and Skateboard Art). I love the raw original designs. I’m also strongly influenced by Graffiti Art, Tattoo Art and Pin-Up Art. Back in 2009 I decided I wanted to design some of my own graphics for clothing – I didn’t want to simply have them printed onto t-shirts, so I figured I would create a name – an overarching brand or lifestyle name which people could relate to. So ‘Delicious California’ was born. For me, whether you have been to California or not, we all have an idea of California: palm trees, surfing, sunshine, fun, and cool people. So by buying a ‘Delicious California’ t-shirt you are buying a little bit of the fun and sun and bringing it into your life. Our strap-line is ‘Never A Dull Moment’. The rise of vegan fashion: Q&A with Delicious California Why do you think there’s been such […]