This document discusses sustainable fashion and business practices. It begins by outlining some of the negative environmental and social impacts of the current fast fashion system, including high water use, waste, and poor working conditions. It then presents more positive visions of sustainability, describing key concepts like the three pillars of sustainability (environment, society, economy), cradle to cradle design, and meaningful branding. The document proposes criteria for sustainable fashion, such as using clean energy and materials, transparency, respecting diversity, and taking responsibility for products. It promotes the idea of businesses taking a leadership role in developing new sustainable models.

1. Sustainable Fashion
Kamila Boudova for AAU

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

3. www.fashionrevolution.org

4. 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.

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

6. Citizen versus Employee

7. 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
...

10. 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

11. What is the dynamic of these
relationships?
corporationshareholders clients

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

13. How can you produce cheaper?

14. 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
...

18. Check more: True Cost
https://youtu.be/OaGp5_Sfbss

19. Who are the stakeholders of fashion
business?

20. Who is benefiting in this system?

21. What are the consequences of this
system?

22. Fashion and Sustainability

23. Mask measuring pollution - new trend?

24. Sustainability:
What do we want to sustain?

25. Sustainability - three pillars
Environment Society Economy

26. Sustainability -
dynamics of the
system
Environment
Society
Economy

27. What does it mean to source
something sustainably?

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

29. Product development in fashion
Fast fashion
Take - Make - Waste - linear system
Focus on margin
Outsourcing

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

31. Do you trust the brands their
sustainable practice?

32. Sustainability as a communication tool

36. Greenwashing

37. Corporate Social Responsibility

38. 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.

39. 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.

40. Sustainable Fashion Coalition
Higg Index

41. Certificates
Fair Trade
Bluesign
Oeko Tex
Gots

42. New Technologies
CO2 dyeing by Dycoo and Nike
coffee fibres, banana fibres
pine apple leather

43. Sustainability in the heart of business model

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

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

46. Bases of responsible and sustainable
fashion
Cradle to Cradle
Product of Service
Meaningful Branding

47. Meaningful branding
•
•

48. https://www.youtube.com/watch?v=QMsF1P-_vWc
https://www.youtube.com/watch?v=j9zfkYHtuMc
Cradle to Cradle, Circular economy

49. https://www.youtube.com/watch?v=Cd_isKtGaf8
Product of service

50. In class exercise
In groups of 4 propose three products / services
according to one presented scenario:
Meaningful Branding
Cradle to Cradle
Product of Service

51. SUSTAINABLE BRAND

52. Goal: ZERO
Postponing the poisoning of population.

53. Hold it!
Sustain it!
Sustainability is not selling really
attractive vision to us. But it can be.

54. Copying vs. leadership
Society of followers
Styles of last century
Best sellers of the last season
Copying collections of others
Marketing and sales driven

55. New leadership, responsible
companies

56. 0. Clean Energy
for production
for retail
for logistics

57. 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

59. 2. All sustainability is local
material
craft and know-how
technology
market

60. “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

62. 3. Respect of diversity
conditions
products
cultures

63. "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

65. 4. Clean materials

71. 5. Responsibility for what we
produce
Biodegradable materials
Product of Service

74. ...
How does it feel?

75. … 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.

76. Be part of the solution, not the
problem.

77. Thank you for your attention
Kamila Boudova
twitter: Kamila_Milli
www.moyomi.com