Slow Fashion: Jennifer Hinton Of Carve Designs On Why They Are Embracing Slow Fashion and Renewable Consumption
Enhanced Shopping Experience — Whether online, on social media, or with our wholesale partners, we like to tailor the shopping journey — recommendations, sizing guides, and customer service — to meet specific expectations.
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 Jennifer Hinton.
Jennifer Hinton co-founded Carve Designs in 2003 with her lifelong friend Thayer Sylvester. As Co-Founder and Chief Creative Officer of the Sausalito, California company, she manages the brand’s design team and drives the vision and direction of the product line as well as the company’s brand vision and creative strategy. Inspired by travel and trends, the ocean, and coastal living, Mrs. Hinton has helped guide the evolution of the company as demand has steadily increased for versatile apparel. Carve Designs initially began as a surf clothing company selling rashguards and boardshorts in 2003, and has grown into a complete beach lifestyle brand; offering surf, swim, and lifestyle clothing. Designed in California by female designers who test drive every piece themselves, the brand is dedicated to providing effortless feminine clothing that is as inspirational and versatile as the women who wear it.
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?
“I’m a serial outdoorswoman. I enjoy living outdoors any chance I can get. I feel like that connection very much influenced making clothes that were more organic, sustainable, and connected to nature. It’s simply in my DNA — I couldn’t imagine going in any other direction. The outdoors, mainly the beach, is where I feel most alive. I don’t just appreciate nature, but I live it, breathe it, and immerse myself in it every chance I get. I share my love for the outdoors with my kids, whether we’re outside on a hike, surfing in the ocean, walking on the beach, paddling down a river, or whatever they’re doing, I love it so much. The outdoors has had a great influence on my life and my mental health.”
What inspired you to pursue a career in slow fashion, and can you share the story behind your decision?
“I was on a surf trip to San Pancho, Mexico with my co-founder Thayer Sylvester 25 years ago! As we lounged in a hammock waiting for the waves to roll back in, we lamented how hard it was to find boardshorts that could keep up with us — real women with real bodies and a real passion for adventure. This led us to Carve Designs. While we started as a surf apparel company selling rash guards and boardshorts in 2003, we have grown into a complete swim & lifestyle brand. Our connection to the ocean drove us to do it better and be as sustainable as we possibly could from day 1.”
Who is your fashion hero or heroine, and why do they inspire you?
“I’d have to say that Stella McCartney was probably one of the first high-fashion designers to take a strong stance on sustainability through ethical practices, eco-friendly fabrics, and giving back. While her name carried recognition due to her father, she built a legacy of her own. She has an impeccable style. Her partnership with Adidas showcased her ability to blend sustainability with mainstream fashion. I also love Yvonne Chouinard who started Patagonia. I think that there’s no one like them in the world. Long before sustainability was mainstream, they were leading the way. ”
What’s the most intriguing or memorable experience you’ve had since starting your career in slow fashion?
“I would say the most memorable would have to be enduring COVID-19 as a business. We had to contract our business, but it taught us that we could really do hard things. As painful as it was, when we came out on the other side we were so much more prepared for big problems than we ever had been. We’ve been through a lot, but that one was probably the most memorable because it was the scariest time in the history of our business. We thought we were going to lose the business, so to go from that we contracted down from 20 to 6 people. Now we’re back up to just under 30. It was crazy. The lessons learned in those moments, not only just as a person but also how to manage through these hard, emotional decisions are incredible.”
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?
- Growth Mindset — Pushing forward is the only way I know how to do anything. If there’s a roadblock here, then let’s look at it from a different perspective. Can we get around it?
- Open-Minded — It scares me more than anything to stay in one place, to do the same thing over and over again. With an open mindset that I continually try to have, new ideas, people, things, ways of working appear and are the most beautiful things to experience. It’s true the saying “Free your mind, the rest will follow” (En Vogue)
- Adaptability -This has been key for us. When we first had a website, it was just a digital lookbook- full of ocean shots and our clothing- but there was no way to shop since we were strictly wholesale. When we finally launched a shoppable site, it looked great but wasn’t the most user-friendly. As Social media took off, we had to evolve fast, constantly upgrading technology to keep up with the company’s needs. It’s been a nonstop process of improving, tweaking, and making the site smoother and faster every year.
How does your company embody and implement the principles of slow fashion, and what motivated you to adopt this approach?
“It’s just part of our DNA at this point. Every decision we make comes back to one question: Can we do this sustainably? It’s second nature to us. For example, if we’re designing a silk dress but traditional silk isn’t eco-friendly, our mission is to find a sustainable alternative. I’ve had designers suggest we go ahead with conventional silk, but for me, that’s not an option. If we can’t do it sustainably, it’s just not happening — simple as that. It’s not a choice; it’s just the way we operate.”
What measures does your company take to ensure the sustainability and ethical integrity of your supply chain and production processes?
“Our production manager and other team members go over and visit our facilities in India and China once a year. We have wonderful relationships with our facilities because we’re able to foster a meaningful relationship. The relationship goes beyond just business — they visit, stay for a week, share dinners, and build real connections. The relationship itself is very important in knowing we’re supporting skilled workers in clean, well-maintained facilities where their jobs are valued. Community is sustainability. Our community isn’t just the people in our backyard — it’s the relationships we build, the people we support, and the trust we develop over time. They are also part of our community at Carve Designs. That’s an essential but often overlooked part of sustainability; cultivating a true community. It’s about mutual support where they’ll go the extra mile to find the fabric or make something work because they genuinely care. It becomes a deeper, more meaningful partnership, all working toward the same mission.”
Can you tell us about the materials you use in your products and how you ensure they are sourced sustainably?
“We have certifications from our factories that provide full transparency from tracing materials back to the farmer to ensuring sustainable production methods. We can verify exactly where our materials come from, how they are sourced, and even how much water is used for our organic cotton. It’s all about accountability and assuring our customers that sustainability isn’t just a claim — it’s a commitment backed by real data.”
Could you share some examples of how your company’s practices have benefited local communities or the environment?
“We donate things to meaningful causes as we come across them. We’ve worked with organizations like the Ocean Conservancy. When we have sample sales, we will donate a portion of the sample sale money to the organization. We also work with the Send It Foundation, which takes cancer survivors into the wilderness for activities like skiing and whitewater rafting. They’re an amazing nonprofit that we love. We support them by donating clothing and funds whenever we can. We work with them the most because they’re based in Lake Tahoe and it was founded by one of our former employees. They’re out there lifting up people who have been through incredibly tough experiences, giving them the chance to reconnect with nature and heal.
What initiatives are you undertaking to educate consumers about the significance of slow fashion and sustainable consumption?
“This year, we’re incorporating more sustainability messaging into our campaigns. We’re slowly trying to embrace more direct, impact-driven language, similar to what Patagonia does. I’ve shied away from that in the past because I didn’t want to overwhelm people, but now we’re ready to make it a bigger part of our brand voice. Our hang tags and our PDP breaks down exactly what goes into each piece and fabric. A goal of mine in the next year is to start incorporating short videos highlighting the sustainability story of specific pieces; from how it may use less water, where the fabric comes from, and the impact of choosing organic materials. So when a customer is looking at the Dylan Shirt for example, they can also see where it is made, how the fabric is sourced, and the impact behind it.”
What are three essential things everyone should understand about slow fashion?
- Thoroughness — We are such a thoughtful team of women designing these clothes that I wish people knew the love, time, and effort we take to talk about the clothing, the fabrics, and how it feels and looks on a body. It’s a thoughtful process on our end.
- Affordability — When you are thoughtful about your purchase, it lasts longer. I’m in the business of making clothes year after year, so I understand what it means to go shopping, but I also believe that clothing doesn’t need to break the bank
- Less Brand-Conscious: When it comes to buying clothes, prices don’t always determine longevity. Even fast fashion pieces can last if you choose carefully and take care of them. It’s all about being mindful of what you’re buying- finding that balance between quality and convenience. Instead of focusing on where something is from, it’s more important to consider whether you actually need it and if it will hold up over time. Whether it’s from Isabel Marant, Zara or Carve Designs, the key is making thoughtful choices.
Thank you for all that insight. Now, let’s dive into the core of our interview: What are the “5 Key Elements to Leading a Successful Slow Fashion Brand”?
- Thoughtfulness — It’s a key element, just like thinking about what our customer is looking for and how it plays into her life. Having it go from day to night is something that we talk about, including that effortlessness like throw it on and you’re good all day long. You could drop your kids off, meet your girlfriends for lunch, and then go to work or wherever else.
- Sustainability — This is always at the top of our minds. Every time we start work on a new line, the sustainability aspect is our number one. If I have a contract designer or someone who brings me something that’s not sustainable, it’s just like a nonstarter for us. We won’t even start working or looking at a fabric unless it’s sustainable.
- Honesty — Being as transparent as possible with our customers is key to gaining her trust. We know we’re in the business of creating more stuff, so honesty about how we create our clothing is crucial.
- Knowing your Customer — When she’s going to buy her new white tank top, she knows she can get the sustainable organic cotton one from us. To be able to take that off the table for a customer’s decision-making process in a day is kind of amazing as a person makes a billion decisions a day. Clothing should always be sustainable. It’s just the strategy that’s going to work long-term because you’re taking things off the table for your consumer.
- Enhanced Shopping Experience — Whether online, on social media, or with our wholesale partners, we like to tailor the shopping journey — recommendations, sizing guides, and customer service — to meet specific expectations.
Do you have a favorite quote that has influenced your life? Can you share a story that illustrates its relevance to you?
“My mantra this year is “Not all storms come to disrupt your life. Some come to clear your path.” This one has been one of the quotes that I’ve come to this year because a lot has happened… not only out in the world but personally and within the company. I think it helped me understand that there’s a bigger picture at work and to trust.”
With your considerable influence, if you could start a movement to make a significant positive impact, what would it be?
“I think there is already a starting fashion and sustainability movement of being more meaningful in thinking about what you put on your body, what you put into your body, and how these choices impact yourself and the world around you. How do we move forward as a human being in a world that feels a little uncertain? At Carve Designs, we put deep thought into every detail, from the look and feel of our designs to the imagery we create. It’s about reminding people to pause, take a breath, and be mindful before making a decision or assumption.”
How can our readers stay updated with your work online?
You can stay updated with Carve Designs online by visiting our website at CarveDesigns.com. You can also follow us on social media at @carvedesigns.
Thank you for sharing these fantastic insights. We appreciate your time and wish you continued success.
Slow Fashion: Jennifer Hinton Of Carve Designs 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.