"I wanted to take on the challenge of running an eco-friendly business in the textile industry, which is overflowing with clothing waste."
Kwon Dae-wook, a 32-year-old from the MZ generation, left his well-paying job at the global consulting firm McKinsey earlier this year to start his own company, 'Purply.'
Purply is a startup that collects clothing waste, processes it into new fabric, and uses it to produce garments.
In an interview on the 18th, Kwon stated, "I gained experience in environmental consulting at McKinsey's offices in San Francisco, USA, and Amsterdam, Netherlands, but I decided to start my own business because I wanted to implement an eco-friendly business as a direct manager. The fashion industry, in particular, faces severe environmental problems, yet it is one of the sectors with the least solutions available. I wanted to make a difference in this area, which is why I launched this business."
True to his background as a skilled consultant, Kwon pointed out the serious environmental issues caused by clothing waste.
"The fashion industry is the second-largest contributor to carbon emissions globally, driven by rapid population growth and rising incomes. Despite this, less than 1% of clothing waste is recycled."
Kwon also emphasized, "In particular, South Korea ranks fifth in the world for clothing waste exports, highlighting the severity of the problem. The high level of consumer spending on clothing, coupled with rapidly changing fashion trends, exacerbates the issue of clothing waste."
In March of this year, after leaving his high-profile job of eight years, Kwon established his new startup in an officetel in Gangseo-gu, Seoul.
He explained that his startup is focused on the physical recycling of natural fibers. The process involves collecting clothing waste, mechanically breaking it down into fiber form, spinning it into yarn, and then creating fabric. The fabric is then dyed at a dyeing factory to produce new material.
The business plan that Kwon had meticulously crafted in his mind turned out to be far more challenging in reality. The first hurdle was finding skilled technicians in the declining textile industry. Technology came later; the initial challenge was to establish a human connection with the older experts in the factories.
Effectively collecting used clothing waste from across the country as a new startup was virtually impossible. Instead, Kwon focused on fabric scraps from textile and sewing factories. These fabric scraps, usually discarded as general waste or incinerated, had the advantage of being easier to classify and recycle due to their consistent fiber properties and colors.
Driven by his enthusiasm, Kwon ventured into the fashion business using recycled fabrics. He launched a clothing brand called 'Edoftomo,' which stands for "Edge of Tomorrow." The name was inspired by the idea that tomorrow's clothing should be more sustainable and eco-friendly.
Despite producing recycled fabric and launching a new brand, the reality was harsh. Kwon expected the clothes to sell well after creating a website and uploading photos of the garments in April. However, aside from a few acquaintances, almost no one bought the products. Even after trying advertisements, not a single piece was sold. In the end, he ended up donating clothes worth several tens of millions of won to a good cause.
The trials and errors continued. Although he poured his heart into launching a fall season collection this past September, the results were just as disappointing. The sense of disillusionment was profound.
As a consultant, Kwon analyzed the reasons for his failure. He concluded that he had focused too much on the product itself rather than on understanding the needs of the customers. In short, he had approached the situation in reverse.
Kwon stated, "After starting the business, I devoted myself to clothing production and brand planning. Although the results were limited, I learned a lot. I gained a proper understanding of the ecosystem of the clothing brand industry, and the most significant insight was realizing the importance of considering things from the customer's perspective, especially when promoting recycled fabric products."
Kwon has tightened his resolve once again. He projects this year's sales to reach 100 million won, a hopeful target as he is on the verge of securing a recycled fabric supply contract with a large corporation that is genuinely committed to sustainability.
The company name, Purply, reflects the meaning of the color purple, which is created by mixing red and blue. Kwon chose this name with the hope that our deeply polarized society can become a better place if different sides come together in harmony.
Working with just two employees, Kwon lives in the officetel that doubles as his office, working tirelessly day and night, without weekends off. Despite this grueling schedule, he begins each day at 6 a.m. with tennis or other forms of exercise.
A graduate in International Studies and Applied Statistics from Yonsei University and a Chartered Financial Analyst (CFA), Kwon dreams of revitalizing Korea's declining textile industry. He is constantly inspired by Amancio Ortega, the founder of the global fashion brand Zara, who built his empire from the ground up after dropping out of school due to poverty and starting as a sewing assistant. Kwon is deeply moved by the success stories of seasoned entrepreneurs who have worked their way up from the bottom.
"I want to achieve perfection in small things, gain recognition, and use that foundation to venture into the broader world."
Visit OK News for original article published in Korean.