Aware™ introduce new Brand Ambassador Jeff Wilson

We are excited to introduce Jeff Wilson, the new brand ambassador for Aware™, who is leading the charge in educating North American textile brands about the importance of traceability and transparency in the industry.

With years of experience as a sustainability expert, Jeff has dedicated his career to making a positive impact on the environment. He has worked with global brands like Quiksilver, where he established the company's sustainability organization, and also served as a Director for the non-profit organization Textile Exchange. Jeff's passion for sustainable practices and his expertise in the industry make him the perfect fit to promote the innovative Blockchain and Tracer technology solution offered by Aware™.

Where does your passion for sustainability in the textiles industry come from?

Jeff: It started with my 14 years at Quiksilver, Inc where after 7 years I established and led the first formal Sustainability Dept in the company's history.  I quickly learned that the real impacts of our environmental and social footprints were in the sourcing and production of our products, from apparel to footwear to accessories. I'm an affirmed environmentalist from early on in my life, mostly cultivated from my lifelong relationship with the ocean through surfing.

Why do you think traceability is key to change the textiles industry?

Jeff: It's very clear by now that in order to effect real change where the majority of impacts occur (in production), brands and suppliers must know how their products are made, where, by whom, and with what materials.  Then and only then can improvements be made and the actual impacts of those improved practices and materials be measured and tracked. It's about clarity and knowledge in the system... truth and trust.

What is your vision of a more sustainable textiles industry in the future?

Jeff: The industry replicates in most every way how Nature creates value... an ecosystem model that relies on networked relationships built on partnership, trust, collaboration, innovation, and overall ecosystem health. All stakeholders participate and benefit in a more democratic way. 

And now the most important question: Why Aware™?

Jeff: Aware™ is disruptive to the existing status quo model of traceability and transparency, which has largely not changed for many decades.  It's way beyond time for a new model and Aware™ brings this level of system change.