Interview with Rachel Bending

Interview with Rachel Bending - Slingfings

This transcript has been taken from an interview with Phil Daley, BAYFM 99.9fm, during Byron Business show 11am-12noon every Tuesday. www.bayfm.org. The interview was broadcast on 27.7.04. Republished on Chaos Generation with permission.

1. What is Slingfings and what was the motivation for being involved with this business?

- Slingfings make bags. Beautiful bags, using vintage fabric, combined with practical and funky design.
- But they’re not just bags.
- Slingfings is pioneering a sustainable approach to fashion
- We're challenging the fashion industry, turning things around a bit, sneaking in through the back door in our quest to promote sustainability.
- We believe it is possible to create beautiful things in an environmentally friendly and sustainable way, without compromising on quality.

How do we do that?

- Well, the bags are all made using solar power and the fabrics we are using are all recycled or reclaimed. Like our strapline…..…..Eco meets retro.
- The bags are made in remote locations in the Byron Hinterland, by people who are living with solar power.
- Working from home, they are able to reduce transport time and cost to themselves and the environment
- Flexible time management allows time for family.
- Production materials are sourced locally wherever possible.
- The bags are produced locally, sustainably, feeding into local community. Feeding the cycle of localised sustainability. It’s a very small contribution but it is doing a little to reduce our footprint.

Why?

- Because our current lifestyle might be nice. But its not sustainable.
- And it would be nice if our kids had a future.
- Many people just don’t know the facts.
- Lots of people don’t want to know about greenhouse warming, water availability, salinity, soil loss, the decline in world oil and coal production.
- But these same people, like most of us, will always want to buy beautiful things.
- We’re going in through the back door, creating something beautiful, with sustainability in mind and when we sell a bag, we’re provided with an opportunity to educate, but in a cool kind of way, reaching a whole new target audience.
- Cheap price wars, mass production off shore in negligent working conditions and lots of waste, are not necessary. Money should not be the only motivator.
- The buying public is becoming more discerning. Power is in the hands of the vigilante consumer. People are seeing sense in ethical and sustainable consumerism. Designers have a responsibility to take care.

2. Could you tell us a little about your business and/or career background?

- I studied textile design at Glasgow School of Art, Scotland, in the early 90’s.
- A year after graduation I established my own textile design business, which I ran for 2 years producing textiles and soft furnishings for the interiors market.
- In 1997 my career path took a new turn, focusing my creativity in Event
Management, specifically on brand promotion within fashion and media.
I worked in this area for 4 years, based in London, directing high profile events all round the world.
- In 2001, I made a leap of faith, quit my job, and after some thought decided to relocate to Australia, and focus my attention on sustainability and community.
- I studied Permaculture Design, and lived for 2 years in a grass roots community on the mid-north coast.
- Compost toilets, solar power, roof catchment water supply, solar hot water. Self sufficiency was the only way to survive in this small rural community.
- It was here, whilst living with one small solar panel and two old car batteries that I started the Slingfings label.

3. What is your connection with Byron Bay and the Northern Rivers area? How did you come to live here?

- I grew up in a small village, called Reynoldston, in the UK. Reynoldston is about the size of Federal, and is on a small peninsula called Gower, in South Wales.
- I grew up with access to some of the most amazing beaches in the UK. Great surf, great walks, rugged coastline. Some of the boys would surf every day of the year. Old farming families, people growing their own veggies. Busy in the summer with tourists, but in winter we got it to ourselves.
- In 1994/5 I drove the whole coast line of Australia, a 20,000km roadtrip over 18 months, visiting mainly rural areas.
- Most of the time was spent in Western Australia, but this little town called Byron Bay, was the East Coasts saving grace, reminded me a lot of home and I remember making a mental note at the time, that it would be a great place to settle in the future.
- I love the outdoors, the warm climate, the rich soil. It feels like home.

4. Your present business involvement is with your own business, Slingfings, what is the business structure, how does that work and who is involved with you in this business in the Byron Bay/Northern Rivers area?

- Slingfings started 2 years ago. I made 20 Sling bags and sold them off a basic bamboo rack at Bellingen Market. At my first market I sold 6 and knew there was potential for a business. That people would embrace both the product and the message behind it.
- Over the last 2 years the business has grown steadily.
- There are now eleven different styles of bag in the Slingfings range. Now we sell our bags to around 30 shops in Australia, a couple in America, you can se our interactive website to build a bag on-line at the website, or come and visit us at the showroom in the Arts and Industrial Estate….and at the markets, of course, which is we started
- There is a loyal and talented team of like minded individuals involved in the Slingfing making process now and it continues to grow.

5. Slingfings, how does it operate and how have you found operating from Byron?

- The showroom is the hub of Slingfings.
- I work from there, and co-ordinate all aspects of the business.
- The solar seamstresses and cutters work from home.
- I spend a fair bit of time out on the road, sourcing new fabrics or meeting retailers.
- And then the markets on the weekends.

- The Arts and Industrial Estate has been fantastic for Slingfings.
- It meant I had a home again, a separate work space, and a central location from which to operate which had become imperative.
- It is a cost effective way to have a shopfront, in Byron, with public access although it would be good to see more active promotion of the many talented and creative small businesses which base themselves there.

6. What is it that you think you and the team do really well?

- We believe in what we are doing.
- And we approach it with integrity.
- That’s it. Bottom line. And customers know that.
- In this age of mass production, mass merchandising, most of our customers really appreciate Slingfings wholesome sustainability ethos.
- By building respect and inspiring love, we are watering the Slingfings seed and it has started to grow.
- Slingfings customers are very loyal. They believe in the message. They also love their beautiful Slingfing vintage original bag.
- They always come back .

7. What area/s would you and the team like to do better in?

- We’re always looking for further ways to reduce our footprint.
- Eg. I’m really interested in bio-diesel. If Slingfings could cut its fuel consumption in half that would make a significant dent in the depleting of our contribution to non sustainable fuel usage.
- Eventually, we also hope to have a solar powered showroom, either in the Industrial Estate, or in town.
- We are guided by principles of social harmony and environmental responsibility so are constantly looking for ways to minimize our impact.

8. What area/s do you think, your company Slingfings, has a competitive advantage over your competitors, or to put it another way, what is your unique selling proposition?

- We really are pioneering sustainable fashion.
- I believe this give us a highly competitive advantage.
- We have been talking to the press a lot recently, magazines, newspapers. People are interested in what we are doing. They understand the back door approach we have taken and respect our perseverance.
- It’s a mean feet talking sustainability within the fashion world.
- However, a discerning public is starting to wake up.
- In the food and beverage industry customers now understand the value of quality locally produced organic produce. It is definitely possible for the same thing to happen within the fashion industry.

9. What are your business goals for the next 12 months and the next 3 years, if any?

- There are lots of possibilities and opportunities for the future with interest already from retailers in the US, UK and Japan, and a blossoming online presence Slingfings continues to grow.
- But with a loyal and inspired customer base and an on-going commitment to environmental responsibility you won’t see Slingfings selling out on their sustainability crusade.
- Less waste. More consciousness. It’s not rocket science. We’re giving something back, so that our children have a future.

10. What books are you reading at present, and how do you go about your own personal development?

- Lovemarks - The Future Beyond Brands by Kevin Roberts, the CEO of Saatchi and Saatchi World wide.
Roberts promotes a progressive and ethical approach to business where long term emotional connections based on integrity and trust are a way into the future.
- Derek Jarmins Garden – visual and written observations and diary from the last years of the life of Derek Jarman, a film-maker and gardener from the UK.
- My own personal development, well I just came back from a 10 day vipassana course, so equanimity is the name of the game for me right now. ;D
- Finding balance basically, learning to take it all a step at a time. Appreciating the learning along the way.
- And making sure I get at least 2 days a week to hang out in my garden.

Slingfings website: http://www.slingfings.com

Phone + 61 (0)2 6680 8633, Mobile + 61 (0)422 224 339,
E-mail ecoretro@slingfings.com
Postal Address PO Box 1708, Byron Bay, NSW, 2481 Australia
Showroom 13a Acacia Street, Byron Bay, NSW, 2481