Slow Fashion: Cathy Paraggio of NoNetz On Why They Are Embracing Slow Fashion and Renewable Consumption
An Interview With Dina Aletras
Personalized Customer Engagement: Build a strong relationship with your customers by any means possible. Educate them about the benefits of slow fashion, how you do it differently and involve them in your brand’s journey. We answer every email personally within one day. It is the best way to figure out where an item is not working for people. Too long? Ok, we’ll hem it. Just for you. Be over the top responsive so people know you care. Engage with them through social media, emails, and newsletters to create a loyal community.
As ‘slow fashion’ grows in popularity, more fashion companies are jumping on the bandwagon. Renewable consumption has been gaining popularity for a while, as people recognize its importance, and many fashion companies want to be a part of this change. In this interview series, we are talking to business leaders in the fashion industry to discuss why they are embracing slow fashion and renewable consumption. As a part of this series, I had the distinct pleasure of interviewing Cathy Paraggio.
Cathy Paraggio’s journey from a personal health struggle to founding a groundbreaking activewear company, NoNetz, is a tale of resilience, innovation, and commitment to sustainability. After being diagnosed with cancer and enduring a period of voicelessness, Cathy turned her observations of discomfort into a mission to redesign clothing that addresses the needs of texture-sensitive individuals. NoNetz is not just another activewear brand; it is a beacon of comfort and sustainability in the fashion industry.
Thank you for joining us! To start, can you share a bit about your early background and how it influenced your journey into slow fashion?
My son, Chris, told me he wanted to study music at college. I thought “Why do people fail at doing things they love?” Maybe they don’t understand the business around it.
My career was in computer networks until I received a cancer diagnosis that left me without a voice for years. As a result, I became a keen observer. I started NoNetz with other neighborhood women to keep my head busy, until Chris shared his college plans. At that point, I bought out the other women and decided to use NoNetz as a teaching tool so he could understand how business works.
Together, we realized how many people are actually uncomfortable in their clothing. So, we started to design for the texture sensitive (flat seams, no tags, no-cling fabrics) to ensure everyone is comfortable.
What inspired you to pursue a career in slow fashion, and can you share the story behind your decision?
During this journey, we have seen how hard the textile industry is on the environment. “Clothing/textile manufacturing is the third largest global polluter behind food and construction. ~ The World Economic Forum”
As a result, our fabrics contain recycled post-consumer content, as well as highly sustainable threads made from saw dust and corn waste.
There’s also a high human cost associated with clothing manufacturing that we wanted to make sure we address. Our manufacturing team in Thailand is WRAP certified ensuring working conditions are safe, lawful, humane and ethical. Then we thought, what is the smallest manufacturing carbon footprint we can think of? We found our NYC team who are using the most efficient 3D knitting processes available — where the clothing is “printed” as soon as its ordered. Also, a portion of each order is donated towards plastic reclamation.
We then started thinking about the impact of returns on the environment, so we implemented a sizing tool to ensure people get the right fit the first time.
We believe that sustainable comfort is the key to relaxing, having fun, and adventuring at your best.
Our goal is to be soft on you and soft on the planet.
Who is your fashion hero or heroine, and why do they inspire you?
Alexander McQueen is a favorite as the mechanics of nature inform his designs. I also very much appreciate Tina Ozols from Oona Clothing in Toronto. She takes leftover fabric scraps from everywhere — industrial sewing operations /film productions — and turns them into high quality, long lasting fashion.
What’s the most intriguing or memorable experience you’ve had since starting your career in slow fashion?
I’ve had so many. One time I saw a golfer pass out on a golf course. His shirt was so stuck to him from sweat that the paramedics had to cut it off. It was almost like the shirt was suffocating his skin. I thought clothing should really have more of a symbiotic relationship to people. I often watch people on the streets of NYC. You’ll notice a majority of people are pulling at their clothing — like it’s a fight to be comfortable. I test each design with texture sensitive kids. One time I was testing with a non-verbal autistic child and he had amazing abilities to feel leaves. He would rub leaves of every plant (his poor mom on constant poison ivy watch) but he would find compatible plants — plants that would thrive when occupying the same planter. He was great at helping me find the most comfortable fabrics.
As a successful leader in the industry, which three character traits have been key to your success? Can you provide a story or example for each?
Confidence, agility and an intellectual passion. Being an entrepreneur is lonely. Especially when you’re doing things so differently. I didn’t want to make clothing in China. Manufacturers were oblique in their responses asking if they use child labor or humane workplace practices. Many advisors were insistent the quickest way to get to profit is to turn a blind eye, get the cheapest manufacturing and not be so stringent on every detail of my designs since that’s how the fashion industry normally behaves. I couldn’t do that. I need to understand who is making the clothing, how far do I need to transport it, how do I offset those carbon emissions, how can I be better. The confidence to remain resolute in m convictions while pursuing new technologies to help me achieve my goals, makes me an outlier. Again, it’s pretty lonely, but at the end of the day, very satisfying. When I go to the Jersey shore, I can spot a NoNetz a mile away. You know how? Everyone is smiling.
How does your company embody and implement the principles of slow fashion, and what motivated you to adopt this approach?
Initially, I was doing problem solving designs based on my observations of uncomfortable people and making sure the teams who made the product were well cared for. Then Covid stopped everything, and I had a lot of time on my hands. I read “Biomimicry” Janine Benyus and thought I wonder how my fabric is made? Are there more natural and durable materials I can be using? How can I have my fabrics dyed in a less harmful way. Not only did I diversify my manufacturing to be local, but I was able to find unique and sustainable threads that are way less harmful for the environment, made from saw dust and corn waste.
What measures does your company take to ensure the sustainability and ethical integrity of your supply chain and production processes?
We ask for their certifications and then go back to the originator of the certification to verify.
Can you tell us about the materials you use in your products and how you ensure they are sourced sustainably?
We have strong textile partnerships with highly reputable companies. Our swim trunks use Repreve fabrics made from recycled plastic water bottles. Their yarn has its own traceable fingerprint, or fiber print. Our rash guards use Econyl, which is regenerated nylon from fishing nets and carpets. Econyl has received Standard 100 certification from OEKO-TEX.
Our Athleisure lines are made from Lenzig Ecovero and has been awarded the EU Ecolabel and certified by TUV Austria. Our women’s swimwear is made from Sorona thread which is certified through the Common Thread Fabric Certification program.
Could you share some examples of how your company’s practices have benefited local communities or the environment?
We have partnered with Clean Hub. A portion of each order employ s impoverished women in places with no waste infrastructure to collect plastic before it enters the ocean and bring it to recycling centers.
What initiatives are you undertaking to educate consumers about the significance of slow fashion and sustainable consumption?
We encourage our customers to use an automated sizing tool in an effort to make people think about the cost of returns to the environment in terms of carbon emissions. Many of our social media posts are about how our clothing is different with the goal of less thoughtless consumerism.
What are three essential things everyone should understand about slow fashion?
That it IS slow. This isn’t Amazon. You’re getting an extremely high quality piece of clothing in a little over a week.
That it’s thoughtful. A lot of time and deliberation has gone into this. It’s going to last a long time and every piece of construction has been cared about.
That it’s necessary for the health and wellbeing of the planet. If you watched Desierto Vestido and saw the fashion show in the largest clothing dump on the planet, visible from space, people will understand the need to approach fashion differently.
What are the “5 Key Elements to Leading a Successful Slow Fashion Brand”?
1. Patience: this is expensive. I am competing with brands like Old Navy who sell swim trunks that fall apart for $5. Customers want to cost effectively solve a problem. They aren’t particularly interested in the specifics. I had a woman on a tarmac, leaving on vacation, yelling at me over the phone that she forgot her NoNetz and now the vacation would be ruined by the rash her sons were bound to get. I offered to send more to her vacation destination. “ At the price of your trunks plus shipping?! I would rather have them swim naked”. Sigh.
2. Endurance: In order to scale, NoNetz needs an investment partner. Every time someone crawls through our books, the first comment they have is how expensive our raw materials and manufacturing are. I know. I picked it all very carefully myself, after many, many months of testing. Then inevitably what follows is the impatient and slightly condescending explanation of how to do it cheaper. NoNetz endures.
3. Quality over Quantity: Focus on creating high-quality, durable products that last longer. I know this approach seems counter intuitive to profit, but it helps reduce the frequency of purchases and promotes a more sustainable consumption pattern. Then word of mouth spreads to anticipate your next design. If you look on Poshmark, there are NoNetz there from 6 years ago that are in perfect shape. Again, NoNetz endures.
4. Timeless Design: Develop classic, versatile pieces that remain stylish over time. Avoid chasing flashy trends and instead create items that customers will want to wear for years. If you notice, we don’t do flashy patterns. We lean into versatility. Wear them as shorts — from the gym to swim. The polos go from the office to golf. Do more with less.
5. Personalized Customer Engagement: Build a strong relationship with your customers by any means possible. Educate them about the benefits of slow fashion, how you do it differently and involve them in your brand’s journey. We answer every email personally within one day. It is the best way to figure out where an item is not working for people. Too long? Ok, we’ll hem it. Just for you. Be over the top responsive so people know you care. Engage with them through social media, emails, and newsletters to create a loyal community.
Do you have a favorite quote that has influenced your life? Can you share a story that illustrates its relevance to you?
“The most common way people give up their power is by thinking they don’t have any.”-Alice Walker
I went from being the NE Dir of Sales and Services to a stay-at-home mom with cancer over the course of two weeks. After surgeries and treatments, I had no voice for years. At that time in my life, I thought I was invisible and had nothing left to give. It was so hard to teach a small child — stop, hot, no, wait. I receded to the sidelines of life and built a non-verbal world with my son. It was at this point I noticed that there were non-verbal kids and their families who were struggling too. I leaned way in to those kindred spirits and took back my power with NoNetz.
With your considerable influence, if you could start a movement to make a significant positive impact, what would it be?
One day, if I could ever have the investment opportunity, I would love to participate in the redefinition of thread itself. Can it change colors on demand? Can we eliminate the need for washing and drying our clothes? It gives me great pause to think about the weight of thread on our planet.
How can our readers stay updated with your work online?
@NoNetzsuits IG & FB
Thank you for sharing these fantastic insights. We appreciate your time and wish you continued success.
About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising.
Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.
Slow Fashion: Cathy Paraggio of NoNetz On Why They Are Embracing Slow Fashion and Renewable… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.