Yianni Raptis
Monash University
Gitanjali Bedi
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HALT is a small business, with a unique and scalable business model. At this point in time the business is offering a small range of casual apparel, manufactured completely with organic materials, in a factory running of a mixture of renewable energy sources. Through their transparent business model, focused on sustainability and ethics, HALT is mainly addressing the UN Sustainable Development Goals of Affordable and Clean Energy, Responsible Consumption and Production, as well as Good Health and Well-Being.
Despite not having initial intentions of entering the clothing industry, Ryan and Paige were able to come up with the name and the brand identity. "...I sort of knew what the purpose of the brand would be...", Ryan emphasized the importance of the entire concept of the business, as well as the intentions of spreading the message embedded within the acronym HALT - to "Help All Living Things".
According to Ryan, "...the last thing this world needed was another regular clothing brand..." produced in standard or even unethical factories on a mass scale. "...we needed to set out to be different...", which imposed some significant challenges and obstacles for the brand during the establishment stage.
Despite having hopes of producing locally, Ryan soon realised that doing so was an unrealistic expectation, one that could jeopardise profitability levels for the business. It didn’t take long however to track down an offshore manufacturing site in India. The factory chosen is one that upholds several ethical and moral standards, including the adoption of fair and principled workplace conditions. The main ethical aspect of the site is related to its energy sources, as the power and manufacturing processes are driven from renewable energy – including a mixture of solar, wind and water power.
After ongoing research into the
industry and competitors it was quickly realised that HALT, although a fairly
new organisation at the time, seemed to be one of “…the only brands in the
world that are doing these 3 things…”. Not only was Ryan referring to the use
of organic materials and renewable energy sources, but also the ethical countenance
of the business. This of course relates to a variety of attributions, from “…giving
back to the animals…” to educating people on the vegan message and lifestyle,
bringing more and more “…like-minded people together…”.
HALT proves their devotion to living
creatures and the sustainability of the environment through promising a 10%
donation from profits of every sale to be contributed to one of three animal
charities. The customer is given the option to attribute the donation to one of
these charities, including Edgar’s Mission, Greyhound Safety, and Rabbit
Run-Away. Ryan aspires to improve this aspect of the business, changing the
donation from a percentage of profit to a dollar based donation. According to
Ryan, “…profit based donations tend to be ambiguous or confusing for the
customer, and we want them to know how much of their money is actually being
donated…”.
Furthermore, organic cotton is used as the sole material for HALT Apparel. What this essentially means is that no harmful chemicals or pesticides are added to the soil, which “…helps promote biodiversity…”. In addition, the cotton is “…super soft, comfortable and harmless on the bodies largest organ, the skin…”, which is just one of many benefits of the product and process according to Ryan.
The vegan way of life was first introduced to Ryan by Paige roughly three years before the business came to life. As the couple have always been animal lovers and mild conservationists, they thought to seize the opportunity and convert to a plant-based diets and lifestyle.
As time transpired the couple became
so enthralled in with this lifestyle, their compassion towards animals and the
environment lead them to look for a brand to support that boasted aligned
values and beliefs. It was confusing and dismaying for the couple to
discover that there were “…companies that were ethical but their message
excluded animals…and brands about animals that were not ethical…”, said Ryan.
Howbeit the searching, they realized
that this brand did not yet exist, and recognized the potential to fulfill this
gap in both society and the marketplace. The pair knew that the task ahead
would be difficult, as their “…morals would need to be transparent with the
brand, otherwise why would people bother to support it…”.
HALT is a social enterprise and is looking to make a profit on the selling of their goods, whilst simultaneously and equally dedicated to serving the environment and living creatures in a sustainable manner. The business’ efforts to maximise the utilisation of renewable energy should be commended on and held as a paradigm for entrepreneurs and industries alike. Furthermore their willingness to educate on biodiversity, organic materials and compassion for all creatures are all encapsulated in every piece of clothing.
As previously mentioned, the business model of HALT is scalable, meaning that Ryan and Paige are able to expand their current innovation to further increase their positive impact on society and the environment. During the interview, it was discussed that profits will not be purely pocketed, but rather attributed to the expansion of similar organisations exercising the same business model. Ryan mentioned his aspirations of opening a plant-based café cross retail store for his clothing in the near future, whilst opening an animal sanctuary from future profits may also be feasible.
As reflected consistently throughout this insight into HALT, the environmental benefits associated are a result of the use of renewable energy in conjunction with the sourcing of organic material for the apparel. Organic cotton crops tend to use less water and energy for cultivation, whilst simultaneously promoting biodiversity. This means that the soil utilised for the cotton crop can be reused repeatedly for either the same or different cultivation purpose. Moreover, organic cotton crops are safe and unhazardous for farmers in contact with the crops.
In terms of societal benefits, HALT has provided a brand that unites people with similar ethical values, personal morals and compassion for animals and the environment. People can easily identify with this brand, and assist with promoting the idea of compassion towards all living creatures.
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Ryan Cowan, Mr
HALT Apparel is a small business that was founded and is run from a private residential address in Melbourne's inner South Eastern suburbs by Ryan Cowan, with the support of his partner Paige and adopted greyhound Cooper. The business proudly sells men's and women's casual apparel through their online store, as well as at vegan and lifestyle markets. Every single piece of HALT Apparel is manufactured from 100% organic cotton, whilst production activities are conducted using renewable energy. Furthermore, HALT is committed to donating 10% of every sale to one of three animal charities in need of donations listed on the website and the customer is given an opportunity to select their preferred organisation at the online checkout. The business model is soundly synchronized with Ryan's and Paige's personalities, beliefs and personal values. Their passion, energy and drive emphatically reciprocates on to their customers, creating a shared vision to Help All Living Things (HALT).