Talking vision with Peter Lynes, Future Fashion Assembly Advisory Board Member

Future Fashion Assembly Founder & CEO Sofia Strazzanti sat down with our Advisory Board Member, Peter Lynes, CEO of Curry & Paxton.

With 30 years of experience at iconic British brands like Fred Perry, Oliver Spencer, Peter Werth, and Curry & Paxton, Peter has led commercial growth and global expansion, scaling businesses across omni-channel models and key international markets. Committed to the industry's evolution, he is dedicated to shaping its future.

Industry Challenges

Sofia: This interview is based on the idea of thought leadership. To start, how do you bring about a seismic shift in attitudes toward an industry?

Peter: In the case of the fashion industry, which thrives on constant newness and replacing what you already have, meaningful change requires clarity on the benefits of an attitudinal shift. If you can't clearly define the value of changing, people won’t embrace it.

Personal Impact

Sofia: Why is this issue personally important to you?

Peter: I've been immersed in the fashion industry since I was 16 - professionally since I was 17, and personally since I was about 11 or 12 when I became aware of my appearance and clothing. I recognise that I am a shopaholic. My ideal Saturday afternoon involves visiting beautiful stores, admiring beautiful clothes, and buying things I don’t necessarily need.

Sofia: What would it take for you to change that mindset?

Peter: Self-awareness is key. I’ve been aware of these issues for a long time - like standing in front of my wardrobe, realising how many clothes I own but don’t wear. I still like them, but there aren't enough days in the week to wear everything.

There’s also the realisation that overconsumption has real consequences. As I progress in my career, I see more clearly how consumption affects not just the environment but our daily lives, no matter where we are in the world. The impact is significant.

Sofia: Now that you’ve turned 60, what does this realisation mean for you personally and professionally as you move into this next chapter?

Peter: Personally, I’ve enjoyed the privilege of buying nice clothes and feeling good about myself - after all, that’s a big part of what the fashion industry offers. But that comes with consequences. Acknowledging those consequences has led me to a point where I feel it’s time to take action.

It’s not just about me. I have two adult children, 25 and 27, one of whom has a child and another on the way. When I think about the world my grandchildren will grow up in, I ask myself: What kind of planet are they inheriting? Given the current warning signs, the outlook isn’t promising.

Business Implications

Sofia: What are the implications for businesses?

Peter: The implications are clear: If we don’t take dramatic action, businesses will suffer because the consequences of our actions will be too severe for them to survive. If we don't change now, many businesses won’t exist in 20 years.

Of course, long-term thinking is difficult, especially for companies focused on short-term survival. But if we don’t adapt, there won’t be businesses left to worry about in the future.

Sofia: For business leaders - especially those running smaller businesses - how can they shift from short-term instant gratification to long-term sustainability?

Peter: The key is manageable, incremental change. Do what you can today.

For example, if you own a retail store, ensure it's powered by renewable energy. These changes often come at little cost but make a difference. Implement proper recycling - it doesn’t cost money, just five minutes of effort.

Start with small, tangible actions. Then, plan for the bigger changes you’ll need to make tomorrow. This step-by-step approach is the most practical way for medium-sized businesses to tackle these challenges.

Role of Technology & Innovation

Sofia: When it comes to product development and craftsmanship, how can technology support the process?

Peter: At Curry & Paxton, we have a strong story around onshoring and the support we’ve provided to a startup, allowing us to manufacture our products locally. Yes, it comes at a premium, and yes, it's challenging, but we’re seeing value throughout our business.

This approach strengthens our credentials, establishing us as a business with clear responsibility - not just environmentally but socially as well.

Sofia: How do you see purpose playing a role in the fashion industry?

Peter: Every business needs a good product that delivers value for money, balancing quality and price. But beyond that, every company must have a clear reason for existing.

The fashion industry has lost its sense of purpose. It needs to redefine its role. For us at Curry & Paxton, that purpose has been established for over 100 years - we sell a medical device, and our work directly impacts our customers' well-being.

But purpose isn’t enough. We also focus on delivering our product ethically, sustainably, and responsibly. These values don’t have to define everything a business does, but they should sit at its core.

For Curry & Paxton, our goal is to create a great product that people want to wear - one that functions well and is made in a way that aligns with ethical, moral, and sustainable values.

Sofia: Are there any specific technologies or innovations you see as game-changers for the fashion industry?

Peter: Over production has long been acknowledged as one of, if not the key challenge the industry faces. Any technology that provides a solution to this and allows greater sales forecasting accuracy of a product, reducing mark down, terminal stocks, tying up cash and hitting profits is going to deliver clear benefits that businesses desperately need.

Collaboration

Sofia: How important is collaboration - between brands, suppliers, and innovators - in making sustainability both viable and commercially successful?

Peter: It’s critical. Being able to deploy technologies that benefit the entire value chain isn’t just a nice-to-have - it’s essential. No single actor can drive systemic change alone. True sustainability demands a shared commitment: brands willing to pilot, suppliers open to adaptation, and innovators ready to scale. Collaboration turns isolated efforts into industry momentum.

Future Fashion Assembly

Sofia: Future Fashion Assembly focuses on connecting fashion businesses with sustainable innovation. How do you see initiatives like Future Fashion Assembly helping businesses navigate the transition toward more responsible practices?

Peter: Firstly, Future Fashion Assembly provides a place where businesses can find the latest available technology - not knowing where to look seems to be a significant barrier for the industry. Here they’ll be able to browse the platform to understand how their issues and needs can be addressed, and which technology will provide this. Ultimately, the benefit - operational & financial - to their business will be clear to see.

Sofia: You’ve spoken about the importance of incremental change. How has being a part of Future Fashion Assembly influenced your approach to sustainable business transformation?

Peter: I think there’s a fundamental difference between acknowledging the need for change and knowing how to bring it about. Being a part of Future Fashion Assembly has really crystallised my thinking. I can now see how all the pieces fit together and for the first time know that sustainable transformation is achievable whilst growing your business - in a truly sustainable way.

Sofia: Are there any innovations or ideas you’ve encountered through Future Fashion Assembly that have reshaped your thinking or influenced your business decisions?

Peter: Actually, the front end/user experience element has been the real eye opener for me. The technology available to hugely enhance customer engagement is, in my opinion, a revolution. The quality of the Virtual stores, 3D imagery and Virtual Try On is developing at an incredible pace that will fundamentally change the whole experience and how consumers interact with products. It should provide for greater conversion and of course less returns, another huge industry issue, which needs to be solved. From what I’ve seen I think the tech is already with us to do so.

Final thoughts

Sofia: As an experienced business leader, what advice would you give to fellow Future Fashion Assembly members - especially those in traditional fashion businesses - who want to start making meaningful changes but don’t know where to begin?

Peter: Firstly, understand what your business issues and goals are. The Future Fashion Assembly application process will help identify these and to build your profile so it's clear to you and potential collaborators. Familiarise yourself with the platform, how it works and the solutions that you think could meet your needs - it's worth spending the time. Ultimately, whether it's about enhancing your business or making you more efficient it will be time well spent.

Secondly, don't overthink it. Make sure you have buy-in from your teams - you want to make their lives easier/simpler not make them redundant! This is key - without this you’ll get significant push back even if you’re fully committed.

Finally, if they’re anything like me, someone who finds tech very challenging, keep the first steps manageable for you and your team. The more you engage with Future Fashion Assembly and take advantage of the support the team offers, the more you’ll understand and the more confident you’ll become.