Montreet’s approach for sustainable fashion

In the entrepreneurial world, defining one’s path is crucial. Nadine’s story as the founder of Montreet stands out for crafting a business that embodies coherence, rebellion, and a strong adherence to personal values. Her approach challenges the status quo and establishes a standard for sustainable fashion.

On a sustainable mission

Nadine’s journey into entrepreneurship began with research, laying a solid foundation in fashion sustainability. “Before launching my brand, I spent about four years researching, starting around 2016,” she shares. This deep dive provided her with comprehensive insights into supply chain processes, recycling practices, and material origins, which she leveraged to design Montreet’s garments.

“Almost everything about the fashion industry is wrong” Nadine observes. Owning a sustainable fashion brand requires thorough research and a deep understanding. “How is your textile printer operating? How are the colors dyed? What happens to the wastewater? These are just examples of the details I know regarding my suppliers,” she points out, emphasizing the importance of managing a transparent supply chain to ensure sustainability.

Innovation through transparency at Montreet

For Nadine, fashion’s problems cover all areas. Her commitment to knowledge goes hand in hand with transparency, allowing Nadine to confidently answer any questions about her products and demonstrate her commitment to sustainability. “I have clients that, before they buy, question me on these things, and I have an answer to everything.”

Nadine’s approach extends beyond her products to include services like repairs, even for items not purchased from her brand, further highlighting her commitment to a sustainable lifecycle for fashion items. “I love repairing; there is always a story behind those pieces.” Her commitment to sustainable fashion is also amplified through her work with Fashion Revolution Austria, pushing for a more sustainable fashion industry within Austria.

Charting an independent path

Navigating the startup ecosystem often means considering collaboration with co-founders and investors, both of which she decided against. In her words, choosing to go solo was “the best idea I’ve ever had.” Similarly, when faced the prospect of external investment, she chose to retain complete control over her venture, leading to a successful crowdfunding campaign that demonstrated her ability to thrive independently. 

Growth and happiness: a balanced approach

In an industry often fixated on rapid growth, Nadine prioritized what truly matters.“I think it is more true and transparent if we are only two people at Montreet,” she reflects, highlighting the excessive production in the fashion industry. Her strategy emphasizes sustainability over scaling up, and happiness over expansion. This aligns with her statement that the fashion industry needs a shift towards more sustainable practices rather than a continuous influx of new products.

Read about another member of Fashion Revolution Austria: Astrid Aschenbrenner