In Conversation: Brand-Consumer Relations
An Interview With Hyde Yoga's Brook Cosby
The most integral part of my learning experience was the wonderful opportunity I had to speak with Branson Alumn Brook Cosby about sustainability and her work with a.k l’heureux and their brand Hyde Yoga.
As consumers, we spend so much time subject to marketing and media. One of the biggest issues we face in the consumer industry is a lack of transparency between brands and consumers. If we are to revolutionize our approach to conscious consumption and sustainability, both consumers and marketers must commit to engaging in open conversation regarding the work that must be done.
In conversation with Ms. Cosby, I was given a rare opportunity to understand the challenges of sustainability within our current framework of garment production. One of the things that is most intriguing about Hyde Yoga is the clear intersection between ethics, yoga, and sustainability. Two of the most significant elements of sustainability within the yoga practice is “non-violence” and conscious living. As a brand, Hyde Yoga is at the intersection of ethics and sustainability. How could one establish and profit off of a brand that caters to Yogis looking to uphold an ethical lifestyle through yoga practices if the clothing itself is unethically produced? Ms. Cosby noted that through “intentional choices” and “mindful awareness” Hyde Yoga’s commitment to sustainability is simply baked into their mission. It would be an ultimate ethical contradiction to go about it any other way.
Ms. Cosby further shared Hyde’s efforts and commitment to sustainable packaging, local production, and organic cotton. While many brands have made commitments to produce ethically and sustainably, they often fail to consider the impacts of excess packaging and their carbon footprint produced from shipping. We must assess all aspects of the issue in order to find ways to make incremental change.
Finally, in conversation regarding the make-up of the fabric of Hyde’s garments, Ms. Cosby brought up a piece of advice someone once gave her: “perfection is the enemy of good.” In our desires to chase a standard of perfection, we often lose sight of how lasting, impactful change truly manifests. In order to make a difference within any system, you must have a majority of individuals making a commitment to do “good.” As noble and important as those who chase “perfection” in activism, it is not necessarily feasible to expect the majority to commit to perfection. Rather, it is when people band together in solidarity to make incremental changes in their actions that long-lasting impacts are made.
On that note, I want to thank Ms. Cosby for enlightening me and sharing her knowledge for the greater good. I also want to encourage all of you to assess the ways that you can make incremental changes in your lives to influence the larger movement towards sustainability. We are all accountable for our actions and the future we wish to manifest.
Please check out Hyde Yoga and support an incredible Branson Alumn!