Sustainable Fashion Kamila Boudova for AAU

Agenda

1. block: Citizens versus employees2. block: Fashion business and sustainability 3. block: Meaningful Branding and Cradle to Cradle 4. block: Sustainable Brand

www.fashionrevolution.org

Much of what we produce to sell to each other to earn our living is crap, …

- Responsible company

Journey towards more sustainable business starts with the responsibility of each of us.

My vision

To become again part of nature. Swim in the river in the middle of city.

Citizen versus Employee

Data

60 milion people

second dirtiest industry in the world

3 trillion USD business a year

80 billion tons of clothing consumed every year

one garment is worn 4 times prior to disposal (UK)

2700 litres of water to make one t-shirt (900 days of drinking water for one person)

15% of textile never makes it into a garment

...

What do you believe the core function of a business is?

What do you expect from companies as their customer? What do you expect from your product when you buy a piece of clothing?

company clients

What is the dynamic of these relationships?

corporationshareholders clients

Margins

Example of a certain brand of shoes:Cost: $10Retail price: $160

How can you produce cheaper?

How can you produce cheaper?

economies of scale, copies of design, badly fitted

low quality material from unsustainable sources

use of cheap chemicals, no water treatment prior to discharge

low quality components and lining

outsourced to the third world country

low salaries under the poverty line

loose governmental rules

no work safety, no protections

no revisions of machines, no healthcare

no insurance

no holidays

no sick leave, no maternity leave

no unions, no contracts, no rules

...

Check more: True Cost

https://youtu.be/OaGp5_Sfbss

Who are the stakeholders of fashion business?

Who is benefiting in this system?

What are the consequences of this system?

Fashion and Sustainability

Mask measuring pollution - new trend?

Sustainability: What do we want to sustain?

Sustainability - three pillars

Environment Society Economy

Sustainability - dynamics of the system

Environment

Society

Economy

What does it mean to source something sustainably?

Prince Ea

https://www.youtube.com/watch?v=eRLJscAlk1M

Product development in fashion

Fast fashion Take - Make - Waste - linear system Focus on margin Outsourcing

What are corporations doing in the fields of ethics and sustainability?

Do you trust the brands their sustainable practice?

Sustainability as a communication tool

Greenwashing

Corporate Social Responsibility

Code of conduct

Document that every company gets signed by their suppliers. Signature is not enough to really protect the people and sometimes even the requirements in the code of conduct might be rediculous.

Sustainability reports

You can find them online. According to specialized press (Ecotextile News) they are filled with empty promises and they do not bring any measurable improvement. Where sustainability is not in the heart of the business model, but written on the paper, no big changes can be expected.

Sustainable Fashion Coalition

Higg Index

Certificates

Fair TradeBluesign Oeko Tex Gots

New Technologies

CO2 dyeing by Dycoo and Nike coffee fibres, banana fibres pine apple leather

Sustainability in the heart of business model

How would you describe sustainable fashion? What are the criteria?

How would you describe sustainable fashion? What are the criteria?

Bases of responsible and sustainable fashion

Cradle to Cradle Product of Service Meaningful Branding

Meaningful branding

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https://www.youtube.com/watch?v=QMsF1P-_vWchttps://www.youtube.com/watch?v=j9zfkYHtuMc

Cradle to Cradle, Circular economy

https://www.youtube.com/watch?v=Cd_isKtGaf8

Product of service

In class exercise

In groups of 4 propose three products / services

according to one presented scenario:

Meaningful Branding

Cradle to Cradle

Product of Service

SUSTAINABLE BRAND

Goal: ZERO

Postponing the poisoning of population.

Hold it!

Sustain it!

Sustainability is not selling really

attractive vision to us. But it can be.

Copying vs. leadership

Society of followers

Styles of last century

Best sellers of the last season

Copying collections of others

Marketing and sales driven

New leadership, responsible companies

0. Clean Energy

for production

for retail

for logistics

1. Transparency

knowing the origin of raw materials

care about the people in the supply chain

guarantee of fair conditions

sharing of information with the clients, offering a choice

third party certification

2. All sustainability is local

material

craft and know-how

technology

market

“I found beautiful and great designers in Africa - they

design thinking about what artisans they have at hand

and how they will use their skills."

- Simone Cipriani, Head of the International Trade

Centre’s Ethical Fashion Initiative

3. Respect of diversity

conditions

products

cultures

"Don’t just look at how the best designer work, look at

how nature works and dream with your eyes wide

opened, find new ways of designing.”

- Dilys Williams, Director of the Centre for

Sustainable Fashion

4. Clean materials

5. Responsibility for what we

produce

Biodegradable materials

Product of Service

...

How does it feel?

… you are the future leaders, you are the consumers of today and it

depends just on you if your vision of the ideal fashion industry will come

true or not.

Be part of the solution, not the problem.

Thank you for your attentionKamila Boudova

twitter: Kamila_Milliwww.moyomi.com