EP36: “Duurzaam durven doen”: How Studio D’s founders are helping companies make an impact 

In the latest episode of Ellie Talks, we had the pleasure of welcoming Charlotte Vandierendonck and Saartje Boutsen, the founders of Studio D, to discuss their inspiring new book, “duurzaam durven doen” (Daring to Be Sustainable). This episode dives deep into their backgrounds, the motivations behind their work, and the practical insights they offer to companies striving for sustainability. Whether you’re an entrepreneur, a sustainability manager, or simply interested in making a positive impact, this conversation is packed with valuable lessons. 

Key Takeaways: 

• Collaboration Sparks Change: partnerships, collaborations can lead to impactful changes  
• Practical Sustainability: their book,“Duurzaam durven doen” (Daring to Be Sustainable), serves as a good example of a hands-on guide for businesses, providing practical tips and case studies to help companies of all sizes incorporate sustainability into their practices. 
• Beyond Profits: Charlotte and Saartje emphasize that sustainable entrepreneurship involves also a societal responsibility, urging businesses to assess their environmental and social impacts alongside financial goals.
• Embracing Opportunities: they advocate viewing regulatory changes, like the upcoming EU Corporate Sustainability Due Diligence Directive, as chances for improvement rather than burdens, and highlight the potential for collaboration across sectors to foster sustainability. 
• Change is possible!  

A shared journey towards sustainability 

Saartje and Charlotte’s journey to founding Studio D was shaped by their shared passion for sustainability, fashion, and making an impact, which was evident in both of their previous individual careers. 

Their collaboration began through mutual friends who recognized their shared passions. Their initial meeting took place in a bar in Leuven just before the first lockdown, where they enjoyed deep conversations over glasses of wine. After several more discussions during the pandemic, Saartje made a bold decision during a holiday in Austria to take the leap into entrepreneurship, leading them to officially launch Studio D in the summer of 2020. Their goal was clear from the beginning: “We wanted to make sustainability something tangible and actionable for companies,” Charlotte says and that is what they are doing today: guiding businesses of all sizes in incorporating sustainability into their core practices and fostering real, actionable change. 

A practical guide to sustainability: the birth of  “Duurzaam durven doen” (Daring to Be Sustainable)

The idea for their book emerged organically during their early discussions. Although initially daunted by the prospect of writing a book, they recognized a gap in resources for small and medium-sized enterprises (SMEs) looking for hands-on guidance in sustainability. “When editor, Pelckmans, approached us with this idea, we seized the opportunity,” Saartje recalls. 

While the writing process was at times very intensive, the result is ultimately rewarding:

“It is a book that anybody within a company, from the HR manager, over the communications manager to the sustainability manager, could use to take meaningful steps toward sustainability,” Saartje explains.

It is a manual designed to demystify sustainability for businesses of all sizes. The book features a lot of practical tips and a variety of case studies from different sectors -beyond fashion. The message?  Change and sustainable action is possible and can take many forms. 

Sustainable entrepreneurship: more than just profit 

At the heart of “Duurzaam durven doen” (Daring to Be Sustainable) is the belief that sustainable entrepreneurship is about much more than profits. Charlotte and Saartje argue that businesses have a societal role and must consider their environmental and human impacts alongside their financial success. 

Their book opens by challenging readers to examine their company’s “moral compass.” Saartje explains, “Companies have a responsibility to think beyond profit margins and consider their place in society. How does your business impact the environment, and what kind of social footprint does it leave behind?”  

The book’s structure takes readers on a journey through the steps necessary to initiate sustainability—from defining values to making concrete changes. Each chapter guides readers in making the kind of shifts in mindset that are essential for long-term success in sustainability. 

Innovating through partnership: cross-sector collaboration 

One of the book’s themes is the value of partnership and collaboration. Charlotte and Saartje emphasize the importance of connecting with other companies to create a circular economy. “In one project, we connected an insulation company with textile firms to explore innovative uses for textile waste,” says Saartje. While not all trials were successful, the process itself underscored the potential of cross-sector partnerships. 

Through these case studies, Charlotte and Saartje highlight how sustainable practices can spark new business opportunities and creative solutions. They believe that collaboration and innovation are key to making sustainable changes, not only within a company but across industries as a whole.   

Translating vision into action: a practical approach to sustainability 

Studio D’s approach to building sustainability strategies begins with a deep dive into a company’s core, thoroughly understanding its products, processes, and market approach. Charlotte shared how this groundwork allows them to spot both risks and opportunities throughout the value chain. As she explains, “Every step, from suppliers to customer relationships, is analyzed to pinpoint environmental, social and business risks.”  By doing so, Studio D helps companies find actionable ways to improve, sometimes changing entire processes to boost sustainability. 

The result is a comprehensive action plan that turns sustainability from an abstract idea into concrete steps, complete with roles and timelines. Collaboration, both upstream and downstream also within a company, is a vital part of this process; as Charlotte emphasizes, “Success lies in engaging team members across all levels, so sustainability goals are shared and supported by everyone.” 

Converting skepticism into engagement and navigating resistance with empathy and patience 

Convincing skeptics is part of the journey. Saartje acknowledges that sustainability often faces resistance, seen by some as costly or unrealistic. She shares, “Changing that mindset doesn’t happen overnight; it’s a step-by-step process.”  Studio D’s strategy includes clarifying goals – whether waste reduction, process redesign, or rethinking the value chain – and conducting workshops that encourage open dialogue. This method gradually builds awareness about sustainability’s benefits and its alignment with business goals. 

With time, management teams usually come around, realizing the potential opportunities in sustainable practices, from energy efficiency to waste reduction. Saartje notes that  “by correcting misconceptions and fostering understanding, building knowledge, sustainability becomes not only viable but sometimes even financially beneficial.” 

Resistance (to change) is inevitable, but Charlotte stresses the importance of understanding where it comes from – whether due to fear, knowledge gaps, or other concerns. “We aim to address these concerns with empathy,” she says, noting that integrating feedback can lead to a more inclusive and collaborative approach. This helps embed sustainability as a long-term goal rather than a one-off initiative, fostering change that’s both sustainable and accepted.  

The tankers and speedboats of sustainability 

Studio D uses the metaphor of “tankers” and “speedboats” to illustrate how different companies approach change. Larger corporations, like tankers, move powerfully but need time to shift course, whereas SMEs, like speedboats, can pivot faster if their leaders back sustainability goals. Charlotte and Saartje believe both types of organizations play crucial roles in the sustainability movement, each with its unique strengths. 

Anticipating legislation: CSDDD: a positive opportunity for the textile Sector 

In the world of sustainability, the upcoming EU Corporate Sustainability Due Diligence Directive (CSDDD) is often met with apprehension. However, Saartje from Studio D suggests we should reframe our perspective: instead of viewing it as a burdensome obligation, we should see it as a positive opportunity to gain deeper insights into our supply chains and to improve our practices.  

The textile sector, in particular, has a wealth of experience in navigating the complexities of supply chain responsibility, especially regarding human rights and environmental impacts. Saartje points out, “The challenges in the textile sector—both social and ecological—are significant, but this legislation provides a framework for addressing them more effectively.”  By embracing the CSDDD, companies can leverage their existing knowledge and pioneer initiatives that not only meet compliance standards but also lead to innovative practices worth sharing with other industries. 

Charlotte echoes this sentiment, emphasizing that the textile sector can serve as a model, a pioneer for other sectors. “We can learn from each other’s experiences,” she stated, highlighting the potential for collaboration and shared learning within and across industries. This collaborative approach can create a “waterfall effect,” where larger companies set standards that smaller firms (will have to) follow, ultimately enhancing sustainability efforts across the board. 

It’s essential to acknowledge that while the CSDDD does introduce new requirements – such as enhancing supply chain transparency and establishing monitoring mechanisms – these challenges are not insurmountable. Saartje notes, “Dare to do, dare to start with it. It’s possible to improve things step by step, even with limited resources.”  By taking incremental steps, companies can not only comply with the directive but also build a more resilient and responsible business model. 

Uniting for impact: a road trip to Ghana 

In a remarkable initiative, Saartje from Studio D took a group of Belgian fashion CEOs on a transformative journey to Ghana. The goal? To immerse the participants in the reality of the secondhand clothing market and its impact on local landfills. But this was no ordinary sightseeing trip; it was an opportunity to tackle the issues of linear fashion and engage these industry leaders in meaningful dialogue. As Saartje puts it, “Once you’ve seen it, you can’t unsee it.” The experience of the sights, sounds, and smells of the massive secondhand fashion landfills in Accra left a lasting impression on the participants and compelled them to reflect on their role within the global fashion ecosystem.  

The primary objective of the trip was to address the urgent challenges facing the fashion industry, particularly regarding waste management and working conditions within the supply chain. Saartje adds, “Seeing the effects of linear fashion firsthand was powerful and brought new meaning to our commitment to change.”  Together, the group explored ways to shift from a linear model to a circular approach, focusing on quality over quantity and considering options like repair and recycling. “Fast fashion is out of fashion”, as Saartje states. The participants’ willingness to engage in constructive discussions, culminated in the creation of a public charter. This charter holds the signatories accountable, requiring them to report annually on their progress toward the sustainability goals established during their time in Ghana. 

Charlotte notes that this initiative exemplifies how Studio D fosters change: the project originated from internal discussions about the challenges they observed and the desire to have an impact. Collaborating with Flanders DC helped shape the project into a viable plan, enabling the participants not only to reflect on their responsibilities but also to act on them. 

Additionally, Charlotte shares her personal and professional initiative related to football clothing. As a mother of three boys, she found herself frustrated by the piles of polyester football jerseys that seemed to accumulate. To address this issue, she connected with OHL football club to explore sustainable solutions for this excess clothing. “It’s about creative thinking from our personal experiences,” Charlotte emphasizes, highlighting the importance of integrating personal insights into professional projects. 

Challenges on the horizon: economic viability and Circularity 

Charlotte and Saartje agree that achieving financially sustainable circular business models remains one of the sector’s toughest challenges. The demand for circular fashion is growing, but finding business models that support both environmental and economic goals isn’t easy. They suggest that “innovation is key”, emphasizing that companies must rethink product designs, materials, and partnerships to make circularity both practical and profitable. 

Conclusion: Daring to Do, Together 

As Saartje and Charlotte see it, building a sustainable future requires more than individual efforts; it takes a community ready to innovate, educate, and hold each other accountable. Studio D’s perspective on sustainability goes beyond corporate responsibility – it’s about tapping into a shared opportunity. “It’s a journey, not a destination,” they remind us. 

Studio D’s advice is clear: seek out opportunities in sustainability and don’t hesitate to start small. And, perhaps most importantly, work together. As the Ghana charter illustrates, the road to a sustainable future is one that we must navigate collectively, supporting one another as we dare to create real, lasting impact.