In this episode, Antonin Léonard sat down with Romain Liot, founder of Adore Me and author of Reset Fashion (éditions Reconnaissance).

Romain built Adore Me from zero to a $600M exit: a lingerie brand launched in 2012 to take on Victoria's Secret with, at the time, a single weapon, a website. Eleven years later, Victoria's Secret acquired Adore Me.

The most interesting part is what Romain did next. In 2019, he turned the brand toward sustainability, launched an accelerator (Everdye's and Carbon Fact's first client), then took the time to decode an industry he knows from the inside.

His finding: fashion accounts for 6 to 8% of global carbon emissions, four times more than aviation. The industry's open secret. And half of that impact comes down to one step nobody talks about: dyeing. On its own, it represents 4% of the world's carbon footprint. Meanwhile, brands communicate on what's visible (switching off store lights) while 98% of their emissions sit buried in scope 3, on the other side of the world.

In this conversation, we explore:

→ Why dyeing is fashion's climate blind spot, and how Everdye eliminates 99% of it by dyeing cold

→ The scope 3 trap: why brands act on 2% of their emissions and ignore the other 98%

→ Why sobriety resists, now that clothing has become the last affordable symbol of consumption

→ The green premium myth: people want to consume better, but pay 3 to 5% more, no further

→ Traceability, eco-score, digital passport: what actually shifts the decision chain

→ Why the next three years are a historic window, for fashion and beyond

To learn more:

https://asterionventures.com/en/contact

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https://podcasts.apple.com/fr/podcast/humans-of-asterion/id1862465414

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