The New Wild West – How Global Measure Inc. is Helping Responsible Brands Standout Amongst Fast Fashion Greenwashers
As Deborah King, Founder & CEO of Global Measure Inc. (GMI) puts it, “Sustainability claims within the fashion industry are the new wild west. Fast fashion giants have allocated millions of dollars towards greenwashing campaigns to confuse consumers and overwhelm the Canadian market.” It’s a huge problem, both for consumers who are trying to use their purchasing power for good, and for responsible fashion brands that are truly committed to sustainability.
Luckily, that’s where Deborah and her team come in.
The company is leading the way as Canada’s first-to-market sustainable fashion certification provider. By assessing and validating the claims of sustainable fashion brands, it brings a much-needed layer of transparency to the industry–helping to quell confusion and champion tangible progress.
Where it all started
Deborah started sewing as a young child, with her mother teaching her how to sew clothes for her dolls while she was growing up in the British Virgin Islands. When she moved to Canada as a pre-teen, she kept up the hobby and started making clothing for herself.
Fast forward, and she entered the workforce and built a career as an industrial engineer. During this time, she noticed a major disconnect in the fashion industry: the price of textiles was surpassing the price of most fast-fashion garments, and the math just didn’t add up.
Her curiosity and passion led her back to the classroom, where she pursued a post-grad in Sustainable Fashion Production to dive into the issues that caught her attention.
She collaborated with industry experts and got involved in discussions over how responsible brands could stand out amongst the greenwashing noise, and how the right support could enable them to have a greater impact. As Deborah explains, “It was during these transformative conversations that the seed of Global Measure was planted.”
What’s next
GMI enables fashion brands to become Certified Sustainable–providing a breath of fresh air (quite literally) for those of us who want to be a part of a better future.
But Deborah and her team aren’t stopping there.
She says that “As a future offering, GMI will be delivering structured consumer and brand education. We plan to help consumers understand how greenwashing occurs and how to be more vigilant in their purchases. We’re also helping small brands decode the myths they might have been fed about what sustainability means–it’s more than just what materials you choose!
Global Measure’s educational tools and sustainable certification bridge the gap between consumer demand for responsible choices and fashion brands seeking to bring their sustainable designs to market.”
What success looks like
“To me, success is the harmonious fusion of my personal and professional values. It's the seamless alignment of personal values such as integrity, kindness, and authenticity with professional values like collaboration, innovation, and social responsibility.
This balance allows me to do what I love, both personally and professionally–where my work is not just a means to an end but a fulfilling journey. Success also extends to supporting others who are equally dedicated to making a difference, whether through mentoring, philanthropy, or community involvement.
In this intersection, success becomes a holistic pursuit that brings me personal fulfillment while contributing positively to the world.”
Her advice
Deborah knows firsthand that starting your own business can be incredibly overwhelming. You’re your own CEO, CMO, and CTO–and those are some enormous shoes to fill.
“Chances are, you might not be comfortable with all of the new roles you have to balance.
When I first considered starting a business, a dear friend and mentor shared an inspirational quote by Martin Luther King Jr.:
"You don't have to see the whole staircase, just take the first step."
By sharing how this quote helped in her own professional growth, she helped me feel comfortable with the unknown and the risks involved with putting my business aspirations out there.
Soon after, I discovered The Forum and its Weekly Virtual Connects, which provided a supportive environment for opening up and seeking assistance when I needed it. Through their Mentor Program, I was also able to connect with an exceptional expert who continues to guide me in areas I struggle with.
While it may sound like a cliché, everything began falling into place once I developed a clear vision and took deliberate steps toward my goals. Serendipitously, I crossed paths with the right people at precisely the right times.
My key takeaway is this: find your community and groups like The Forum that can provide invaluable support throughout your entrepreneurial journey. Remember, you don't have to do it all alone; there's a network out there ready to help you succeed.”