As the fashion industry continues to heal and regroup from the fallout of Covid-19, consumers report a sense of reframing as well. During this time, shoppers reveal a greater focus on sustainability and their personal impact on the planet. According to a recent McKinsey & Company report, entitled, “Survey: Consumer sentiment on sustainability in fashion, 67 percent of consumers surveyed consider the use of sustainable materials to be an important factor when making a purchase and 9 out of 10 Generation Z consumers believe companies have a responsibility to address environmental and social issues.
One such brand that has purposefully chosen to make a positive environmental impact from the start is Rivers Eight.
Started by former Public Relations Executive, Amanda Schuon, Rivers Eight set out to mimic the look of animal skins in its products using a molded rubber that looks and feels real, but is cruelty-free.
We spoke with Amanda about how her business is fairing and how she thinks the industry as a whole is poised to recover.
Q: How has your business been affected by Covid?
AS: We would like to first acknowledge how difficult this has been for so many small businesses in Los Angeles and across the country – not to mention the precious lives we have lost. Our greatest fear is that when we reemerge from quarantine, that the landscape of our cities and towns will be unrecognizable. We were very fortunate at Rivers Eight, as we don’t own a storefront – we are entirely online. Although sales slowed down in the spring, they began to pick up again in the early summer. Our company structure allowed us to shape shift according to demand.
Q: Do you anticipate the future of fashion looking different as a result of the pandemic?
AS: I would imagine that fashion companies will consider shrinking the timeline of their presentations versus availability. We all recognize that life can change quickly, and consumers desire to purchase for their current needs. It’s also hard to imagine a time when we’ll wear formal attire again for events or dress for work in an office, so perhaps there will be a shift towards more casual clothes. I know that for myself, I would have never left the house in sweatpants before this year (my mom is a more formal dresser), and yet sweats and Birkenstocks have been my best pandemic purchases.
Q: What made you leave PR and start Rivers Eight?
AS: I had run my PR company Truth Be Told for 18 years, and while we had great successes in launching brands such as Jennifer Meyer Jewelry, Serena & Lily, Baby Jogger, XOJET and more, I felt like it was time to move on to the next challenge. I had several new business ideas percolating, and needed to extract myself from the daily machinations of client services in order to fully realize them. This new chapter has been so rewarding, and I am so grateful to my husband for encouraging me to take the leap.
Q: You love the look of animal skins but your company is cruelty free. How does that work?
AS: The cruelty-free aspect of our business was really important to me as an animal lover, as the process in which exotic skins in particular are sourced, will turn your stomach. It’s so terribly inhumane. Our goal was to offer pieces that mimicked the natural beauty of these skins but without the cruelty. An added benefit to our molded rubber material is that it’s highly durable and can be sanitized with any household cleaner. So you don’t have to be precious with our pieces – they are designed for adventures and for real life…whether this is urban sightseeing with a waist pack, or taking a hike in the Hollywood Hills with that same bag.
Q: What has been your best selling product during the Pandemic?
AS: Our best selling pieces are the Waist Pack and the Convertible 3-in-1 Bag. Our shoppers appreciate the hands-free element of the Waist Pack, and the convertibility of the 3-in-1. Over the past six months, we’ve noted that bags must be utilitarian, first and foremost. It’s become about the WHY. Why do I need the waist pack? So I can be hands-free, minimize my bag’s contact with outside surfaces and protect my back and shoulders. WHY the 3-in-1? So you can invest in one beautiful bag that can be worn for every occasion.
Amanda Schuon
Founder, Rivers Eight
Rivers Eight produces handbags and travel accessories for those who crave luxury without cruelty. Meticulously hand crafted in Los Angeles, the faux exotic skin bags celebrate the majesty of creatures such as pythons, stingrays and alligators, without negatively impacting their populations.
