Creativity and Glamour. Two words immediately associated with the fashion industry. They are also important for a brand to thrive. However, regarding sustainability the industry is short of creativity. Despite the increasingly number of great small initiatives on developing new fibres from sustainable sources such as recycled plastic, banana leaves or recycled garments, responsible production it’s still in its infancy.

Fashion industry generates 10% of global GHG emissions, more than international flights and maritime transport, according to the UN Environment. Regarding water usage, another scarce resource, it is reported as only second to the agriculture industry. UN Environment also reports that currently, humans buy 60% more than 15 years ago keeping garments for 50% less than before. What it remains to be seen is the cause of such drop. Is it due to a reduction in quality? Or to the desire to be seen as fashionable the fashion industry has triggered in consumers? The increased success of fast-fashion retailers in the last decades suggests that many consumers want to be seen as fashionable at an affordable price. Perhaps in the quest of acceptance in a society whose values weren’t sustainable.
