Fashion Meets Social Impact - Michael Stars Case Study
“Being a B Corp is not like earning a trophy! It’s a way of life in business for companies who seek to continuously improve. ”
Michael Stars was founded in 1986 with a simple premise: to make people happy. Co-founders Michael Cohen and Suzanne Lerner set out to create effortless fashion that was timeless and comfortable. What started with an iconic, one-sized tee, has evolved into a brand crafted with quality and made to last.
We were delighted to interview Suzanne Lerner, Co-Founder & CEO of Michael Stars about the brand she and Michael created, and their recent journey to becoming a Certified B Corp.
What motivated your company to pursue B Corp certification?
Our company has always been driven by purpose, so this process was a natural next step for us! We are a female-founded, female-led brand with women in all levels of leadership throughout the company. We also produce over 80% of our product locally in Los Angeles to ensure quality production, fair wages, and a smaller carbon footprint – we’re committed to local production, providing employment and contributing to the local economy.
It’s rare for fashion brands to become B Corp certified and we’ve differentiated ourselves by combining timeless style with ensuring quality, and always working to improve our sustainability practices. Our seasonless approach to design, as well as the high quality of garments, allows customers to wear their Michael Stars over and over again – so there’s less fashion going into landfills. We also use eco-friendly fabrics across our assortment, from SUPIMA® cotton to linen and more.
Social responsibility is also an important part of the certification process. The Michael Stars Foundation was founded nearly two decades ago, and our philanthropy focuses on funding grassroots organizations working to create a more equitable world – both in our backyard of Los Angeles and around the globe. Some of the causes we support include voting rights, gender equality, environmental justice, food insecurity and education/mentorship. Our commitment to making a positive impact on our community has only strengthened with our B Corp certification!
Were there any particular services or strategies that were especially helpful to your company during certification?
Impact Growth Partners helped us learn how to better measure and communicate our impact effectively through tailored recommendations, guidance, and resources to help us to improve where possible. We were able to use the B Corp certification process to assess our current business practices, resulting in the implementation of new policies, more closely tracking key KPIs, and setting clear goals for the years to come.
Were there any significant obstacles or roadblocks encountered during the certification process?
While preparing for the certification we implemented several new policies to ensure that there will always be clear, documented guidance on our core brand tenets. This included updates to our employee manual as well as a formal local purchasing policy, charitable giving policy, and environmental policy.
We are excited to empower our employees with meaningful practices that help to impact change – not just at Michael Stars, but in employees’ households and communities too!
How did our consulting service help address or overcome these challenges?
Navigating B Lab's rigorous certification process was made possible with the assistance of Impact Growth Partners. IGP’s expertise in fostering sustainable business practices and their commitment to driving positive impact makes them a standout choice for companies looking to align their business goals with social and environmental responsibility.
We felt prepared for the assessment, knowing the timeline and how rigorous the process would be. While it was quite daunting and difficult at times, IGP did a great job at pushing us to reach our goals without overwhelming our team.
How has B Corp certification impacted your company's operations, culture, or bottom line?
It's been incredible to see how our team came together during the certification process. Every department across the company contributed to this achievement, and I’m so proud of the work that went into each and every part of the journey. B Corp certification is a great way to formally recognize and reinforce our core values across the entire company.
Can you provide any quantitative data or metrics that demonstrate the benefits of B Corp certification?
It’s too early to have any quantitative data to share – we only certified a few months ago! – but we are so excited to see how this impacts the business months and even years down the line.
Have there been any noticeable changes in employee engagement, customer perception, or brand reputation since becoming a B Corp?
What’s most exciting to me is that customers care about what we do. They’re buying into Michael Stars in more ways than one, wearing our clothing and representing our brand because it aligns with their personal values. Our B Corp certification only reinforces this further!
Employees are also excited about this certification and proud to work for a B Corp company, and the response from our industry has been incredible. It’s rare for a fashion brand to attain B Corp certification, we are one of few (for now)!
How do you see B Corp certification contributing to the long-term sustainability of your company?
Through the certification process, we were able to quantify our social and environmental impact so that we could create clear goals and benchmarks for the future. For example, we’re always looking to invest more in our local community and now we have local production goals that will guide us in the long-term. You can never be too sustainable – there’s no such thing! It’s an ongoing process that everyone, from sewing to shipping to marketing, has to be a part of.
B Lab is always updating their standards and requirements for certification, so we have to continue analyzing the business so we can continue to meet those requirements. We have to recertify every 3 years after all!
Have there been any unexpected benefits or opportunities that have arisen as a result of becoming a B Corp?
Yes! Because of the work we did during the certification process, we attained awards recognizing our sustainable practices at both Coterie and Project Vegas early this year. An organization called Social Good analyzed information submitted by brands that attended the shows, and selected companies that met their standards to be recognized – less than 10% of exhibitors were officially verified!
What are your company's plans for continuing to integrate B Corp principles into your business practices?
There is always room to improve! A company can never be too sustainable or too involved in helping its community. This year we’re focused on expanding our employee volunteer program, incorporating more sustainable fabrics into our collection, continuing to produce a majority of garments locally in Los Angeles, and expanding our recycling initiatives across operations.
Based on your experience, what advice would you give to other companies considering B Corp certification?
Companies need to understand that being a B Corp is not like earning a trophy! It’s a way of life in business for companies who seek to continuously improve. B Corp certification is for any company whose values are core to their business, like Michael Stars.
Anything else you’d like to share?
When we first announced our certification, a few people were surprised – they thought we were already a B Corp! While we’ve always taken pride in our social and environmental practices, there was so much more to learn. Now, we have a benchmark of measurable goals to work toward and I’m excited to see us continue to improve year after year.
Learn more about Michael Stars’ impact here