Talking Vision with Mario Muttenthaler, Future Fashion Assembly

Future Fashion Assembly Founder & CEO Sofia Strazzanti sat down with our Advisory Board Member, Mario Muttenthaler, CMO of Remarkably.

With extensive experience across leading global fashion and lifestyle brands including NET-A-PORTER and MR PORTER, Mario has built a career at the intersection of brand, marketing, and digital innovation. Now CMO at Remarkably - a B Corp certified creative, marketing and engagement consultancy - he works with brands across fashion, tech, hospitality and impact sectors to help them grow responsibly and build meaningful connections with their audiences. Passionate about the role of brands in driving positive change, Mario brings a customer and commercial lens to sustainability, helping businesses balance purpose and performance.

Industry Challenges & Perspectives

What are your thoughts on the biggest sustainability challenges facing the fashion industry today?

From what I’ve learned and observed, overproduction and overconsumption sit at the centre of many of the challenges. The fast fashion model has created this constant pressure for newness - faster production cycles, constant drops, always something new to buy - and that leads to huge amounts of waste. I recently read that globally, the industry produces around 92 million tonnes of textile waste every year, which is staggering.

The consumer side of it is also complex. Especially with younger generations like Gen Z. On one hand, there’s a real desire to make more sustainable choices, but on the other hand, fast fashion remains very accessible - it’s affordable, trend-driven, and heavily promoted on platforms like TikTok, Instagram and YouTube. So even with the best intentions, it’s not always easy for people to change their shopping habits.

I’ve also come across some surprising facts around how resource-intensive fashion is. For example, producing a single cotton shirt can require over 2,700 litres of water. When you start multiplying that across global production, the scale of it is quite hard to process.

Circularity is something I’ve become much more aware of as well. Resale, rental and recycling are definitely gaining traction, but the infrastructure isn’t fully there yet. I’ve read that less than 1% of clothing actually gets recycled back into new garments, largely because of technical challenges that still need to be solved.

Greenwashing remains a big issue. A lot of brands talk about sustainability, but often without enough transparency or independent verification, which makes it very difficult for consumers to know who’s genuinely making progress.

Lastly, the climate impact overall is significant. From what I’ve read, the fashion sector accounts for roughly 10% of global greenhouse gas emissions - which really puts into perspective how much opportunity there is for change.

How do you think the industry can bring about a seismic shift in attitudes toward sustainability and responsible practices?

I don’t think it’s one single thing - it’s going to take lots of smaller shifts happening at the same time. Part of it is how we talk about sustainability. For a long time, it’s either been framed as a problem to fix, or as something quite technical or overwhelming. But actually, responsible practices can also be framed as an opportunity - for better design, better products, better business models, and stronger customer relationships.

At Remarkably, we often talk about the six dimensions we work with in our Remarkably Better framework -purpose, empathy, impact, transparency, promise-keeping and remarkability. When businesses start to look at their decisions through these lenses, sustainability stops feeling like a separate conversation and becomes part of building a stronger, more distinctive brand. It’s not just about doing less harm, but about doing better - commercially and creatively.

I also think the industry needs to rethink the constant drive for more - more collections, more drops, more volume -which sits at the heart of overconsumption. A lot of brands, especially smaller ones, are already proving that you can grow by focusing on longevity, quality and circularity, rather than constant newness.

And finally, transparency plays a huge role. The more open brands are about how things are made - including the challenges - the more customers feel engaged. People want to feel like they’re part of the solution, not just being sold to. That kind of honesty builds trust over time.

In the end, a big part of making this shift is also about helping businesses connect with the right partners, innovations and practical solutions - which is where platforms like Future Fashion Assembly can make a real difference.

Personal Impact & Behavioural Change

Can you tell us a bit about your relationship with fashion?

Fashion has always played a role in my life, even from a young age. My parents were big believers in dressing for the occasion. I have vivid memories of my dad taking me shopping once a year to the local boutique in our small Austrian town. We’d spend hours choosing 7 or 8 full outfits – not just individual pieces, but entire looks. That ritual taught me early on that clothing is about more than just function - it’s a form of expression, a way of presenting yourself to the world.

Later, when I started working at NET-A-PORTER and then MR PORTER, my relationship with fashion shifted again. Being fully immersed in the world of luxury fashion opened my eyes to the craftsmanship, the storytelling, and the cultural significance behind what we wear. Fashion became much more than aesthetics - it’s about identity, confidence, and how people connect with themselves and others. That experience really shaped how I think about style today - not so much about trends, but about pieces that feel right for me and that I know I’ll enjoy wearing for years.

Even now, I focus much more on buying things I know I’ll wear for a long time, and that I feel good in. It’s become less about constantly shopping for newness, and more about making considered choices that I’ll value and enjoy over time.

What issues in the fashion industry have had the most significant personal impact on you?

I would say overconsumption. Seeing how much the industry is driven by this constant need for newness - endless collections, drops, sales cycles - often with very little thought given to the impact it has on people and the planet. It’s this sense of always needing something new, regardless of whether it’s actually needed or adds real value.

The more I’ve worked in and around the industry, the more aware I’ve become of how unsustainable that model is - both environmentally and socially. The pressure it puts on resources, on supply chains, on workers - and ultimately on customers too, who are constantly being encouraged to buy more, faster, cheaper. It’s not just about waste at the end of the cycle, but about everything that happens along the way to get those products into stores and onto people.

That’s definitely influenced how I think about fashion on a personal level. I still love fashion and always will, but I’ve become much more intentional in how I approach it. Buying fewer things, buying better quality, really thinking about whether something will have a place in my wardrobe long-term. And when I do move things on, making sure they go to someone else who can use and enjoy them, rather than adding to the problem.

How has this impact shaped your behaviour or perspective on sustainability on a personal level?

Over time, I’ve come to really appreciate the idea that less is more when it comes to fashion. I’ve learned to invest in high-quality pieces – even if they come with a higher price tag – because they last. Not only do they give me confidence when I wear them, but they stay looking great for years. I have items in my wardrobe that I’ve worn for over a decade and they’re still in excellent condition. And when I no longer need them, I can pass them on to friends, family, or resell them. It’s rewarding to know that an item’s life continues beyond just my use.

I’ve also become much more aware of the wider impact fashion has – from sourcing and production through to what happens at the end of a product’s life. That awareness has definitely changed how I shop. It’s not just about how something looks anymore, but how and where it was made, and what kind of footprint it leaves behind. I’m much more conscious of buying less, and buying better.

Through my work, I’ve also learned a lot about circularity – and how much power we have as individuals to extend the life of products, reduce waste, and keep materials in use for longer. That’s definitely influenced my own behaviour. Anything I no longer need gets passed on or sold through resale platforms like eBay. Nothing goes to waste if it can be reused or re-loved. It’s a small shift, but it feels like a very tangible way to make a personal impact.

Individual Business Context

How do the broader sustainability challenges in the fashion industry influence how you conduct your business? What specific steps has your business taken to address these challenges?

At Remarkably, we work with clients across different sectors – fashion, tech, hospitality, and the wider impact space – but sustainability is a consistent theme that cuts across everything we do. As a B Corp certified agency, it’s something we take seriously, not just in the way we operate, but also in the types of businesses we choose to work with.

We have quite a careful selection process when it comes to taking on new clients or projects, and that’s very much shaped by our B Corp values. In many cases, it’s also our purpose, values, and the kind of work we’ve done with existing clients – like eBay and Hanro – that attract the right kinds of conversations in the first place. We tend to work with businesses who care about people and planet as much as they care about commercial success.

We’ve also developed our own proprietary brand intelligence and planning platform, called Remarkably Better, which helps businesses build stronger, more distinctive brands while driving commercial edge. It’s built around six dimensions – purpose, empathy, impact, transparency, promise-keeping and remarkability – and it allows us to take quite a holistic approach when working with clients, whether that’s brand strategy, marketing or content.

And of course, we try to apply the same thinking to how we run our own business day-to-day. We actively promote more conscious consumption within the team, from how we shop to how we think about waste and reuse. We run educational webinars with partners like Oceanbottle, we’ve set up a Remarkably eBay store where team members can sell unwanted items, with proceeds going to fashion-related charities, and we actively encourage buying pre-loved instead of new. It’s not about being perfect, but about trying to embed small, practical habits that reflect the kind of change we want to help drive for our clients too.

Wider Business Context

For business leaders - especially those running smaller businesses - what advice would you give on shifting focus from short-term instant gratification to long-term sustainability?

If you’re running a small business, you know how real the pressure is. The temptation to chase short-term wins - fast sales, immediate revenue, quick fixes - can be hard to resist. Every month brings a new challenge. But if your goal is to build something that lasts, something that matters, then it’s worth stepping back and shifting your focus toward long-term sustainability.

Sustainability isn’t just about ticking boxes or meeting regulations. More and more, customers, partners and investors are looking for brands that take real responsibility for their impact. As a smaller business, you have the opportunity to lead with your values, build trust, and create loyalty. When people believe in what you stand for, they’re more likely to stay with you.

There’s so much noise around fast growth. But scaling quickly often comes with hidden costs - overproduction, waste, supply chain compromises, even burnout. Give yourself permission to grow at the right pace. Build strong supplier partnerships, choose materials carefully, minimise waste where you can, and create products that people love for years, not just for a season. Often, slower, more deliberate growth makes your business far more resilient.

You don’t need to change everything at once. Start with one or two areas where you can make a meaningful difference - your materials, your packaging, your logistics, for example. Track your progress and share it openly with your customers. Small, steady improvements build impact over time and help build confidence internally too.

One of the biggest strengths of being a small business is your ability to connect with customers in a very human way. Don’t be afraid to share your sustainability journey - the wins, but also the challenges. People appreciate honesty, and often want to be part of the journey with you. In many cases, customers even find ways to get involved.

You’re not expected to solve everything alone. Platforms like Future Fashion Assembly exist to help businesses connect with innovators and explore more responsible ways of designing, producing and growing. Collaboration opens up possibilities that would be difficult to achieve in isolation. The right partners can help you move forward in ways you might not have found on your own.

Role of Technology & Innovation

How can technological innovation support customer experience and engagement in the context of sustainability?

Technology plays a huge role in how brands bring their sustainability efforts to life for customers - and how they build trust and engagement around it.

For example, technology allows brands to be much more transparent about their products - where they’re made, who made them, what materials are used. Customers increasingly want to know this, and tools like digital product passports or traceability platforms make it easier to share that kind of information openly. That kind of openness builds trust.

It also creates new ways for customers to connect with the craftsmanship and care that goes into products. Digital storytelling, behind-the-scenes content, interactive experiences - these allow customers to engage with brands beyond just the product itself. They get to see the values and people behind what they’re buying, which can be incredibly powerful.

From a customer experience perspective, technology allows brands to offer a much more tailored and relevant shopping experience - helping customers find the right product, in the right size, at the right time, merchandised in a way that fits their personal tastes and style. That not only improves satisfaction, but also reduces returns, excess inventory, and ultimately waste. The more relevant we can make the offer, the more efficient and responsible the business model becomes.

Personalisation is another area where technology adds real value. Giving customers more say in the design process, customisation options, or even co-creation experiences can make products feel more meaningful, while also reducing unnecessary waste.

Ultimately, it’s about using technology to make sustainability more visible, more understandable, and more personal for customers - while also making the whole customer experience better. That’s where real engagement happens.

What’s exciting is that Future Fashion Assembly has curated innovators working across all these areas. That makes it much easier for brands to explore these solutions and find the right partners to help them move forward on their sustainability journey.

Collaboration

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

Collaboration is absolutely critical. No single brand, supplier or innovator can solve sustainability on their own – the challenges are too complex and interconnected.

Some of the biggest barriers aren’t actually technology or customer demand – it’s often that different players are working in isolation. If you want to make real progress, you need the entire value chain involved – materials producers, manufacturers, logistics partners, innovators, and the brands themselves. It’s about sharing data, sharing risks, and sometimes even sharing IP to unlock solutions that wouldn’t be possible individually.

Collaboration also makes sustainability more commercially viable. When brands and suppliers work together, they can scale new technologies faster, reduce costs, and make solutions more accessible even for smaller businesses. That’s when sustainability stops being a niche or a marketing message, and starts becoming part of how the whole business operates.

Future Fashion Assembly

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?

A lot of businesses know they need to become more responsible, but don’t always know where to begin or who to turn to. There’s so much innovation happening – new materials, new technologies, new business models – but for many brands, innovation is often misunderstood. It can be seen as something experimental or separate from the core of running a commercially successful business, rather than as a practical driver of change.

What platforms like Future Fashion Assembly do is help make innovation feel directly relevant to real business needs. They create a space where brands can meet innovators who are actively working on solutions to challenges the industry is already facing. Sometimes it’s not about discovering something radically new, but simply finding the right partner to help you take the next step.

That also makes the process feel more approachable. Instead of seeing sustainability as one huge transformation, businesses can start with very specific, practical conversations: could we try this material? Could we run a small pilot? It’s often these small, focused steps that start to build real momentum over time.

How has being part of Future Fashion Assembly influenced your approach to sustainable business transformation?

For many businesses, especially smaller brands, sustainability can feel quite overwhelming – and often quite abstract. There’s a lot of innovation happening – new materials, technologies, business models – but knowing where to start, or which solutions are actually viable for your business, can be difficult.

What’s helpful about platforms like Future Fashion Assembly is that they don’t just bring innovators together – they actually vet them. They assess which innovators are credible, scalable, and relevant to the kinds of challenges brands are trying to solve. So instead of brands having to navigate the entire landscape on their own, they’re matched with options that fit their specific needs.

That kind of curation helps make the whole process feel much more tangible and practical. It’s not about offering instant solutions – every brand still needs to do the work – but having trusted, qualified partners to speak to reduces risk, speeds up learning, and gives brands more confidence as they explore new approaches.

Closing Reflections

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

The first thing I’d say is: don’t let the scale of the challenge stop you from starting. Sustainability can feel huge and complex, especially if you’re coming from a more traditional fashion background where things have been done a certain way for a long time. But you don’t have to solve everything at once.

Start small, start practical. Pick one area that feels achievable – whether that’s materials, packaging, production, or how you manage unsold stock – and focus on making a real improvement there. The important thing is to build momentum. Once you make progress in one area, it gives you the confidence, the internal buy-in, and often the commercial case to expand into others.

Also, don’t feel like you need to figure it all out alone. One of the biggest shifts I’ve seen is how much collaboration is happening now - between brands, suppliers, innovators and even competitors. Platforms like Future Fashion Assembly exist exactly for this reason – to connect businesses with people who have already developed solutions or who are working on similar challenges.

And I do think customers increasingly value honesty. They want to be taken on the journey – to see what you’re trying to do, what’s working, and where it’s still difficult. Often, they actually want to find ways of getting involved, whether that’s supporting circular initiatives, pre-order models, or helping to shape future offerings. That kind of openness builds much stronger, more loyal customer relationships over time.