sustainable fashion class 2015
TRANSCRIPT
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