Fashion Revolution Week in Milan

#whomademyclothes?

Today, April 24th, is a very important day: it is Fashion Revolution Day, the fifth year anniversary of the Rana Plaza collapse in Dahka, Bangladesh. Rana Plaza was a commercial building that housed a number of local businesses as well as several garment factories that were major suppliers for a number of well-know fashion brands. The collapse took thousands of lives and injured many more. What's even more unfortunate is the fact that this incident could have been avoided. It was an horrific accident that got the world's attention, and begged the question of what consumers, as well as future leaders of tomorrow, can do to ensure that this never happens again.

Yesterday we started Fashion Revolution Week, which is an international, week-long, event aimed to raise awareness and address questions around fashion industry supply chains, including questions.

Throughout Fashion Revolution Week  consumers are asked to raise the question whomademyclothes. And brands and producers are encouraged to respond with the hashtag #imadeyourclothes and to demonstrate transparency in the supply chain.

Therefore, if you post any pictures during this week please use this #whomademyclothes! 

The fashion sector is a major global business. According to recent data, the industry is worth more than $3 trillion a year and employs 60 million people worldwide. In the USA alone, 20 billion garments are sold annually. But what some do not know is that fashion is one of the most polluting industries in the world, and one of the most complex and opaque in terms of supply chain, making some products notoriously difficult to regulate. A T-shirt label might say “Made in China,” but in which of the country’s thousands of factories was this garment made? And under what conditions for workers? Changing the production and consumption patterns of this sector would have a domino effect on many aspects of development and provide a visible and meaningful contribution to the achievement of the UN’s 2030 Agenda for Sustainable Development, which includes the Sustainable Development Goals.

But its not only about meeting SDGs, companies today need to also consider remaining sustainable going into the future. According to the State of Fashion 2018 report by BoF & McKinsey, 60% global millennials are willing to spend more on brands that are sustainable. 

So, let's take action and let's join the Fashion Revolution!

Events @ Bocconi University & SDA Bocconi School of Management for Fashion Revolution

My article on ecofashionworld

Consumers all over the world are becoming increasingly attentive to the environmental and social impact of the products they buy. They belong to the niche often known as ‘cultural creatives’ or LOHAS (Lifestyles of Health and Sustainability). 

When we speak of LOHAS we refer to a type of consumer that pursues, through daily choices, a lifestyle based on ecological sustainability and an attention to their own health and that of the planet. Consequently, when shopping, this consumer chooses carefully, is aware of the importance of quality and of the origin of products – and that includes fashion products. Understanding LOHAS customers – and segmenting them – is fundamental for the companies to be successful. Are they addressing a “fundamentalist”, a “health fanatic”, a “fashionista” or “moderate” consumer?

The book “The Responsible Fashion Company” (Greenleaf Publishing, 2014) has been written for students, researchers, managers, professionals, and, of course, for LOHAS consumers, with the intention of raising awareness and providing information on how to manage eco-sustainability in fashion. In short, it is about how to be a more informed and proactive consumer.

By interviewing many experts – after several years of research – I had the opportunity to discover some best practices. I would like to briefly introduce some of these with reference to issues which are particularly important for certain phases of the product life-cycle:

- Innovation in the value chain

- Reduction of environmental impact and use of resources

- Transparency and traceability of the value chain

To read more check out my article for ecofashionworld: enjoy your reading!

Interview: There is no business to be done on a dead planet. The success of Patagonia.

There is no business to be done on a dead planet. This can be read in the Patagonia headquarter offices in Ventura (California), clothing brand known for being "the" paradigm of corporate responsibility. Meeting in Milan, Mario Campori, European Retail Director at Patagonia, has been essential to better understand its fascinating philosophy.
Rollerblade is the scooter as Iacuzzi is the hot tubs, just like Patagonia is...the fleece jacket! I ask Mario which were the reasons for this company success and he replies that the secret is simply having the right product, manufactured granting the respect for the environment. The secret of success starts firstly from its founder, Yvon Chouinard, 71, who decleared to "be in business just to save the Earth!”. In 2009 he also wrote a book entitled "Let my people go surfing" (Vivaldi Publishers, 2009), a clear manifesto of his passions: climbing, fishing, surfing, skiing and trekking.
Which are the principles of environmental responsibility that led Patagonia to be regarded as a benchmark from companies such as Wal-Mart - the second biggest group in the world - in the way of lightening the carbon footprint?
In its site "The Footprint Chronicles" Patagonia declares "the good" and "the bad" of each product and which materials were used, information on the traceability and the recyclability of the product in addition to R&D expert assessments.
Environmental protection of Patagonia is detached from commercial interests: when Patagonia invites customers to return items arrived at the end of their lifecycle is because the company feels the need to "close the circle" and "assume total responsibility for the products." The products returned are then sent to Japan (with ships, to optimize the transportation) and recycled to obtain new clothes.
Patagonia's commitment to the environment is also confirmed by the "1% For The Planet." Since 1985, Patagonia has pledged 1% of sales to the preservation and restoration of the natural environment. Now the founder of Patagonia, Yvon Chouinard, and Craig Mathews, owner of Blue Ribbon Flies, have created a non-profit corporation with the sole purpose of encouraging businesses to give back to the environment. 1% For The Planet® is an alliance of businesses that understand the necessity of protecting the natural environment. “They understand that profit and loss are directly linked to the health of our environment”.

- To read an exclusive interview to Yvon Chouinard visit this site
- “The Footprint Chronicles" can be found here
- To learn more about “1% For The Planet” check out here
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Non si fanno affari su un pianeta morto. Questa è la scritta che si legge negli uffici a Ventura (California) di Patagonia, brand di abbigliamento tecnico conosciuto per essere “il” paradigma della corporate responsibility. Incontrare a Milano Mario Campori, European Retail Directori di Patagonia mi è servito per capire meglio l’affascinante filosofia aziendale.
Rollerblade sta al monopattino, come Iacuzzi sta alle vasche idromassaggio, come Patagonia sta...al pile! Gli chiedo quali siano stati i motivi di questo successo aziendale e Mario mi risponde che il segreto è semplicemente avere un prodotto giusto, realizzato nel rispetto dell’ambiente. Il segreto del successo parte però in primis dal suo fondatore, Yvon Chouinard, 71 anni, che afferma serenamente di “essere in affari solo per salvare la Terra”! Leader carismatico e decisamente fuori dalle righe. Pensate che nel 2009 ha anche scritto un libro intitolato “Let my people go surfing” (Vivalda Editori, 2009), chiaro manifesto delle sue passioni: climbing, pesca, surf, sci e trekking.
Quali sono allora i principi di responsabilità ambientale che hanno portato Patagonia ad essere considerata come benchmark da aziende quali Wal-Mart - il secondo gruppo più grande al mondo - nelle modalità di alleggerimento della propria impronta ecologica?
Nel sito “The Footprint Chronicles” Patagonia racconta “the good” e “the bad” di ogni prodotto: è possibile leggere quali materiali sono stati utilizzati, informazioni sulla tracciabilità del capo e sulla riciclabilità dello stesso oltre alla valutazione di esperti di R&S.
La salvaguardia ambientale di Patagonia è slegata da fini commerciali: quando Patagonia propone ai clienti di restituire i capi alla fine del ciclo di vita è perché sente la necessità di “chiudere il cerchio” e “assumersi la responsabilità totale dei prodotti”. I capi restituiti vengono mandati in Giappone (con navi, per ottimizzare il trasportp) e vengono riciclati per ottenere nuovi capi di abbigliamento.
L’impegno di Patagonia per l’ambiente è attestato anche dall’iniziativa “1% For The Planet”. Dal 1985 Patagonia riserva l’1% delle vendite per la conservazione e ripristino dell'ambiente naturale. Il fondatore di Patagonia, Yvon Chouinard, e Craig Mathews, proprietario di Blue Ribbon Flies, hanno creato una società senza scopo di lucro con l'unico scopo di incoraggiare le imprese a “restituire all'ambiente”. 1% for the Planet ® è un'alleanza di imprese che capiscono la necessità di proteggere l'ambiente naturale: “profitti e perdite sono direttamente legati alla salute del nostro ambiente”.

- Per leggere un'intervista esclusiva a Yvon Chouinard, clicca this site
- “The Footprint Chronicles" è su here
- Per sapere di più su “1% For The Planet” vai su here