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Green, Sustainable and Circular Fashion
Milan, March, 2017
In collaboration with
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Fashionbi, in collaboration with Intesa Sanpaolo Innovation Center, has identified and analyzed five main trends in 2017 that
are going to grow bigger this and in the next years, and can revolutionize the way global of Fashion & Luxury industry
functions.
These five main trends are: Green & Circular Fashion, Fashion, Sports & Athleisure, Omni-Marketing & Instant Fashion,
Customization & Personalization, Millennial Influencers & Customers. 2017 is going to be even more focused on catering to
the instant needs of the consumers in the most efficient, omni and organi way. Athleisure, as well, has conquered the
activewear segment in Fashion and is only likely to be more in demand across wider nations.
Through each report, Fashionbi further analyzes the main chosen trend, in depth, bringing a big focus on the topic relevancy
in Fashion, its market growth and contribution in the fashion economy, its implementation by the brands and the companies
and various supporting technological factors associated with the same.
The main conclusions are then discussed together between Fashion and Intesa Sanpaolo Innovation Center to finalize upon
the key insights and their possible strategic implementations by the Fashion & Luxury brands.
In collaboration with
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INDEX
1 Five Major Trends in Fashion
2 Green, Sustainable and Circular Fashion Overview: Trends and Market
3 Manufacturing Startups in Green Fashion
4 Digital Startups in Green Fashion
5 Novelty in Production
In collaboration with
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Five Major Global
Trends in Fashion,
2017
GREEN & CIRCULAR FASHION
FASHION, SPORTS & ATHLEISURE
OMNI-MARKETING & INSTANT FASHION
CUSTOMIZATION & PERSONALIZATION
MILLENNIAL INFLUENCERS & CUSTOMERS
In collaboration with
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1. Green & Circular Fashion
Major Global Trends In Fashion
On 25th September 2015, the United Nations
formulated 17 Sustainable Development Goals
(SDGs) which aim to transform our world. Over the
next fifteen years, all countries should mobilize efforts
to end all forms of poverty, fight inequalities and tackle
climate change.
Fashion industry, especially the clothing
production, is the second largest polluter in the
world, behind only oil. And this is why, as a sector, it
has an even bigger responsibility in front of its
customers and the society as a whole. Today, it is
important more than ever to join the movement
towards the sustainable fashion from both sides:
production and consumption.
In collaboration with
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1. Green & Circular Fashion
Major Global Trends In Fashion
Scenarios for 2025 by Forum for the Future
Slow is beautiful. A world of political collaboration and global trade where slow and sustainable is fashionable
Community couture. Where high-tech systems deliver for the speed-obsessed global shopper
Techno-chic. Where resource crisis constraints consumption in a world focused on local communities
Patchwork planet. A world of fast consumption in global cultural blocs.
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1. Green & Circular Fashion
Major Global Trends In Fashion
During the past few years, there appeared several organizations which have a common mission to help
organizations across the globe find ways to create a sustainable future.
Sustainable Apparel Coalition was born thanks to the joint forces between Patagonia and Walmart, and many
other brands joined later such as Esprit, Gap, H&M, JC Penney, New Balance, Nike, Nordstrom.
Forum for the Future organisation did the projects with such retailers as Marks & Spencer and Levi Strauss&Co.
Sustainable Fashion Academy amongst the clients has such brands as Asics, Asos, COS, Filippa K, & Other
Stories, Oysho and many others.
There are also organizations which are focused on the labour conditions, e.g. Fair Wear Foundation where
amongst its members we can find such fashion labels as Acne Studios, Claudia Sträter and many others.
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1. Green & Circular Fashion
Major Global Trends In Fashion
The global apparel market currently standing at $1.4 trillion
accounts for 2% of world’s GDP.
China remains the largest exporter of textile throughout the world with
exports worth $286.8 billion in 2015. Close after is India, Italy, Turkey
and Bangladesh. These top 5 largest exporters therefore are
supplying up to 54.4% of the total apparel trade worldwide.
Speaking of Europe, in terms of Domestic market value of fashion,
UK ($94.1 billion), followed by Germany ($83.6 billion) and France
($43.3 billion) are the most prominent countries with the most number
of employees involved in the fashion sector (350’000 people on an
average). In USA, this value is far ahead with 1.8 million people
employed in the business.
Global Fashion Industry Size
Source: Eurostat, Bureau of Labour, 2015
Womenswear
$621 billion
Menswear
$402 billion
Kidswear
$339.4 billion
Bridalwear
$57 billion
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2. Fashion, Sports and Athleisure
Major Global Trends In Fashion
Thanks to the rising awareness and
consciousness toward health and well-being
globally, and increasing active sports
participation rates, the global Sportswear
market is estimated to grow at a rate of
5.3% through 2016 to 2020. North America,
followed by Asia are estimated to be the
largest market for sportswear business in the
future.
The US-based sportswear and lifestyle giant,
Nike Inc. is presently the largest company in
the market with $32.4 billion in revenues in
2016, $19.9 billion are coming from
Footwear.
47.3%
23.8%
22.6%
19.8%
14.0%
9.0%
8.6%
8.2%
7.3%
6.1%
Nike
Adidas
New
Balance
Skechers
Converse
Under
Armour
ASICS
Puma
Timberland
FILA
Most Desired Brands for Sneaker in USA
Source: Statista, 2016
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2. Fashion, Sports and Athleisure
Major Global Trends In Fashion
Fashion Touch is
important when it
comes to the
functional wear
An interesting fact to note here is that in the past, an
average sports retailer would sell basic t-shirts and trainers -
those were enough to keep the sport conscious public
satisfied with the functionality of them.
However, today, with the ever-so-fashion-conscious
generation of Instagram millennials and the impact of the
fashion It-girls phenomena, certainly a fashion touch is
needed. Similarly, the solely fashion clients of the past now
require some functional element in their fashion outfits to
take to streets and stay within the trend of casual dress
codes.
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2. Fashion, Sports and Athleisure
Major Global Trends In Fashion
Sneakers have become a big trend. It can be seen not only in the tennis courts today but also the streets, fashion shows and
even on the red carpets. While this product smoothly integrated with mass-market brand’s DNA, it was a rather unexpected
but equally appealing phenomena, when sneakers were seen in the advertising and shelves of the premium luxury brands.
Today, Chanel, Gucci or Valentino sneakers have become an epitome of high fashion and can be seen everywhere in brand
communications as well as in user desirability expressions.
There are currently three times as many sneakers on the market as there are skinny jeans.
Dior Dolce&Gabbana Chanel Gucci Valentino
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2. Fashion, Sports and Athleisure
Major Global Trends In Fashion
Being healthy and sporty has become the new sexy. It is
not by chance that activewear has become an integral
part of fashion brands lifestyles.
And, as the sportswear items have gradually appeared
in high fashion, the sportswear brands themselves
have moved in the direction of increasing the
fashion content in their product offer.
In order to attract the trend-aware shoppers, the
activewear brands have started collaborating with
celebrities, other brands, and the designers of the
zeitgeist, and as a result, the sportswear is not strictly
worn for fitness purposes only anymore.
$190 Billion $270 Billion$353 Billion
2009 2016 2020
Global Sports Apparel and Footwear Revenue
Source: Morgan Stanley, 2016
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2. Fashion, Sports and Athleisure
Major Global Trends In Fashion
Many sport brands today like Reebok and Puma are going
for supermodels and social media influencers such as
Gigi Hadid and Kylie Jenner as the ambassadors for
their brand, instead of the usual muscular athletes.
On the other hand, many cross-collaborations are
happening as well where both the brands can benefit
with the diverse audience of each other. Some of them
are: Alexander Wang x Adidas, Jason Wu x FILA, Derek
Lam x Athlete and many more.
All this has given rise to a new industry of Athleisure wear.Gigi Hadid for Reebok
Kylie Jenner for Puma
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3. Omni-Marketing & Instant Fashion
Major Global Trends In Fashion
Even though Omnichannel is a must in any industry today,
especially fashion - in order to offer the customers a unified
and seamless brand experience, still only 45% of retailers
cited omni-channel efforts as a top priority for their.
According to CMO Club, 55% of companies have no
cross-channel strategy in place.
Omnichannel is synonym with what we call today as “instant
fashion”. It is nothing but a phenomena where the approach
is customer-centric, making a company’s products or
services easily identifiable and readily available on any
platform and in any way the customer prefers to shop.
Source: Forrester Research, 2016
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3. Omni-Marketing & Instant Fashion
Major Global Trends In Fashion
Companies with strong omnichannel customer engagement strategies on an average retain 89% of their
customers vs. to 33% for those with weaker strategies
72% of the digital shoppers consider in-store experience as the most important channel in their purchase
Shoppers who buy from a brand both in-store and online have a 30% higher lifetime value than those who shop
using just one channel
70% of US online shoppers said they have used buy online, pickup in stores service, however, only 57% of the
global brands are able to offer this service worldwide
Apparel was just behind consumer electronics in terms of being the top omnichannel shopping product
Source: EMarketeer.com, ThinkWithGoogle.com 2016
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3. Omni-Marketing & Instant Fashion
Major Global Trends In Fashion
Customer today is active on various channels with the
same brand simultaneously (e.g. with smartphone to get
more information while feeling products in-store), hence, it is
a brand’s primary duty to make the messages a customer is
receiving instant, consistent and helpful. This is what can
ultimately lead them to the “Buy Now” button or the checkout
counter.
Whether they’re in a store, on their phone, on a home
computer or at a digital kiosk they’ll have the same
consistent experience, including easy access to product
information and the purchase process.
ChargeItSpok kiosk at Neiman Marcus store, US
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3. Omni-Marketing & Instant Fashion
Major Global Trends In Fashion
Smartphone
s now
influence
more than
28% of US
retail sales
Smartphones are highly influencing the omnichannel experience. 53%
of the shoppers confirm to Mintel that convenience and instancy are the
two major factors they consider before making a purchase. And hence,
smartphones have become more integral than ever both for the
consumers as well as the retailers in order to buy-sell the products and
services.
About 71% of the shoppers confirm the smartphone as their most
important tool in doing research about a product or a retailer.
Studies claim that the opportunity cost of not being omnichannel is a
10% drop in revenue, together with a weak customer experience.
Hence being it not just a ‘nice-to-have, but a must-have in today’s eco
system.Source: EMarketeer.com, ThinkWithGoogle.com 2016
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4. Customization & Personalization
Major Global Trends In Fashion
Customer has a big say today in how he wants to be
fashioned. In fact there is a new movement called
Crowdsourced Design where the companies,
designers, and consumers all work together to
collectively curate designs that eventually make it to
the finished product stage. However, it is a very new
trend and mostly applicable to small-scale businesses for
now.
It was the mass market sportswear brands like Nike and
Converse in early 2000s who were the firsts to put the
customization service in mass level via e-commerce. The
luxury brands like Chanel and Valentino, on the other hand,
were born with the Haute Couture and bespoke tailoring
services in ateliers.
Levi’s has launched its made-to-order store in New York in 2012
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4. Customization & Personalization
Major Global Trends In Fashion
Besides the premium and luxury brands which offer the customized goods or monogramming services, more
accessible brands also entered the customization trend and provide the unique possibility to create “my”
product. Today, the new meaning of Luxury is making a customer feel connected to the brand and integrating him
with the entire experience, which is why the process of mass customization came in.
“My Coccinelle” bag by Coccinelle“My Play Furla” by Furla
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4. Customization & Personalization
Major Global Trends In Fashion
If the customizable handbag is not a
novelty, the customizable 'non-haute
couture' apparel for an accessible price is
still rare.
One of the examples of such business
model is a Tailor Italy. On the brand's online
store it is possible to create and shop
personalized pieces, that are 100% Made in
Italy.
This startup was accelerated by Intesa
Sanpaolo StartUp Initiative program and
was acquired by Miroglio Group in 2016.
Tailor Italy, www.tailoritaly.com
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4. Customization & Personalization
Major Global Trends In Fashion
According to our analysis of the customization options offered by the fashion brands, schematically,
they can be divided into these three main levels:
Monogramming
Is the most basic service, where the
customer’s initials can be added to the
products to differentiate them.
Partial Customization
Happens where customer can change
some elements of the products, mixing
and matching as they please however,
the customers are limited in their fantasy.
Full Customization
A customer can create a one-of-a-kind
product by changing all of its elements,
the final ready product is 100% ‘for the
customer and by the customer’.
Burberry monogramming service
for scarves, perfume and bags
Strap You by Fendi that allows to
personalize your bag with the strap
Ray-Ban, Shoes Of Prey, My Swear
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4. Customization & Personalization
Major Global Trends In Fashion
Customized shopping doesn't always mean the special edition of the product, it is also about the experience.
The most welcome in-store retailer communications and offerings include automatic discounts at checkout for loyalty points
or coupons (82%) and real-time promotions (57%)
Millennials are more likely than Baby Boomers to look for advice on in-store purchases. 45% like the idea of a personal
shopper who can pull items according to the customer’s style, fit or wardrobe, versus 28% of Baby Boomers.
Baby Boomers are more demanding than Millennials when it comes to receiving benefits in exchange for their data. 74%
expect to get automatic crediting for coupons and loyalty points, and 70% expect special offers for items they are interested
in, versus 58% and 61% of Millennials, respectively
Source:Accenture Personalization Survey 2015, US
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5. Millennial Influencers & Customers
Major Global Trends In Fashion
Long gone is the era when just a handful of names like
Naomi Campbell, Cindy Crawford and Linda Evangelista
were ruling the catwalk. Today is the era of millennial
supermodels and they have virtually become the decision
makers for the fashion and luxury brands.
These new role models are famous and ‘wanted’ thanks
either to their celebrity relatives or to their millions of
Instagram following. Any which way, these influencers know
their audience, can relate to them and impact their
perception and purchase behaviour toward a certain brand.
Currently Kendall Jenner, Bella Hadid and Gigi Hadid
are the most super influential models who are the dream
and desire of every designer, every brand and every
consumer in fashion today.
Kendall & Gigi for Balmain x H&M Kendall, Bella & Gigi for Chanel
Kendall & Gigi for Marc Jacobs FS Kendall & Gigi for Victoria’s Secret
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5. Millennial Influencers & Customers
Major Global Trends In Fashion
Many of these millennials influencers are under the
spotlight since the day one of their lives thanks their
parents. Today, these young boys and girls are just
starting their professional lives but can show pride in
already becoming the faces of the top fashion brands
But, as said earlier, it is not necessary to have celebrity
parents to be at this level. The social media star
Cameron Dallas has an army of fans thanks to his
comic 6 seconds videos on Vine. Vine itself is
transforming to another business model, while
Cameron Dallas is monetizing on his popularity.
Cameron Dallas for Calvin Klein Cameron Dallas, Gabriel-Kane Day-Lewis, Presley Gerber, Brandon
Thomas Lee, Rafferty Law and Luka Sabbat for Dolce&Gabbana
Hailey Baldwin for Stradivarius
Kaia Gerber
for Miu Miu
Jaden Smith for Louis Vuitton
Alain-Fabien Delon
for Dior
Lily-Rose Depp for Chanel
Zoe Kravitz for
Alexander Wang
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5. Millennial Influencers & Customers
Major Global Trends In Fashion
The millennials don’t necessarily act as the spokesperson for
the brand always, they can also be behind-the-scenes and
associated in, for example, a creative process for the brand.
However, any such association is also just enough to break the
internet.
Such was the case for Burberry when it decided to bag
Brooklyn Beckham to shoot their fragrance ad campaign
“This is Brit”. While some media and photographers were a bit
critical of this choice accusing Burberry of taking Brooklyn for
his surname rather than photography skills, the social media
fans only had appreciation for such a unique angle.
P.S. In January 2017 Burberry released its beauty campaign with Iris Law.
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GREEN & CIRCULAR FASHION LANDSCAPE
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Side Effects of Mass Consumption
Green & Circular Fashion Landscape
The industrial revolution changed the course of fashion consumption
forever; shoppers have become accustomed to cheap clothing. Apparel
and accessory design is now about fast fashion — how much one brand
can manufacture, how fast they can produce, and how cheap they can get
their supply chain. Fashion design has shifted from a focus on quality and
timeless construction to mass production, resulting in clothing that falls
apart after a few washes, exposes shoppers to carcinogens and
endocrine-disrupting hormones, pollutes our soils and waterways, and
violates human rights.
This Materials Economy has made the fashion industry a powerful
market segment that employs 1/6 of the world's population, and over
the last couple of decades has produced global billion-dollar companies
that mass manufacture apparel and accessories with no regard for the
environment and people within the supply chain.
Shoppers queue Selfridges department store in London
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Side Effects of Mass Consumption
Green & Circular Fashion Landscape
Recent surveys demonstrates some alarming statistics about the
textile industry that shows the urgency of implementing sustainable
methods of production.
For instance, 2500 litres of water goes into the making of one T-shirt
and 8000 litres of water goes into the production of one pair of
jeans; 70 million barrels of gasoline is used per year to produce
polyester; 80 billion clothes are manufactured per year; the very
consumption of clothing represents 15 tonnes of carbon dioxide per
year per household which equals to 600 cars.
In light of such information, sustainable apparel and eco-friendly
fashion is also growing around the world. This type of fashion has a
much smaller environmental footprint as this includes minimizing
waste and eliminating the use of harmful chemicals.Source: www.waterfootprint.org
Water footprints of everyday products
10,000 litresOf water to produce a kg of cotton
250g of cotton used to make
a T-shirt uses
2500 litres of water
800g of cotton used to make
a pair of jeans uses
8000 litres of water
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Eco-fibers Market
Green & Circular Fashion Landscape
The global eco fibers market was worth USD 39.02 Billion in 2014, and is
projected to register a CAGR of 11.46% between 2015 and 2020, and
in terms of value, it is projected to reach USD 74.65 Billion by 2020.
In 2014, Asia-Pacific was estimated to be largest market for eco fibers
that accounted for around 37% of the overall eco fiber market in terms of
value. North America and Europe, together accounted for more than 40%
of the global eco fibers market in terms of value in 2014. The eco fibers
market in these regions is expected to increase substantially by 2020, as
the acceptance for these fibers is increasing in these regions.
The U.S. and India cumulatively accounted for more than 40% of the
global eco fiber market in terms of value in 2014. The U.S. and India are
the largest markets in their respective regions, and are expected to
compete with each other to dominate the global market by 2020, with
advanced eco fiber materials for end users.
India is the biggest end user and producer of eco fiber
with about 35% share in the Asia-Pacifi region.
Source: MarketandMarkets
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The Rise Of Circular Economy
Green & Circular Fashion Landscape
The Circular Economy can be described as an approach that is restorative and regenerative by design, and which aims to
keep products, components and materials at their highest utility and value at all times, distinguishing between technical and
biological cycles.
As envisioned by the originators of this concept, a circular economy is a continuous positive development cycle that
preserves and enhances natural capital, optimises resource yields, and minimises system risks by managing finite
stocks and renewable flows. It aims to work effectively at every scale of the product usage starting from designing, to
manufacturing, retailing, product consumption by user, re-use/repair by user or companies and finally the recycling sector
where a product can no longer be of use in its existing final state.
The circular economy is a closed loop that is restorative or regenerative by intention and design that can be
achieved by eliminating waste through the superior design of materials, products, systems, and, within this,
business models. In addition to the much more efficient use of resources and thus reduction or even elimination of the
negative consequences related to waste generation, the circular economy is also expected to create jobs. The business case
for a circular economy is compelling.
Studies show that the global economy could benefit immensely from a more circular approach, embodied by material savings,
emissions reductions and job creation. www.ellenmacarthurfoundation.org/circular-economy
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The Rise Of Circular Economy
Green & Circular Fashion Landscape
Circular economy model requires the redesign of the fashion business and supply chain from linear to circular model.
DesignRaw
Materials & Textiles
ManufacturingDistribution &
SalesConsumption
Linear Value ChainCircular Value Chain
Recycled or recyclable materials or low impact
materials
Zero waste technologies and energy efficient
equipment
Distribution & Sales via product leasing/renting
and with reduced packaging
Collaborative consumption and reuse
or repair
End of life disposal via collection points
Reverse logistics: fiber reprocessing and garments upcycle
Design for recyclability and durability
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Essential Blocks Of Circular Economy
Green & Circular Fashion Landscape
Circular Economy
Design
Reverse CyclesNew Business Models Enablers and favourable
system conditions
Companies need to build core
competencies in circular design
to facilitate product reuse,
recycling and cascading. Areas
important for economically
successful circular design
include: material selection,
standardised components,
designed-to-last products,
design for easy end-of-life
sorting, separation or reuse of
products and materials, and
design-for-manufacturing criteria.
The shift to a circular economy
requires innovative business
models that either replace
existing ones or seize new
opportunities. Companies with
significant market share and
capabilities along several
vertical steps of the linear value
chain could play a major role in
circular economy innovation
and driving circularity into the
mainstream by leveraging their
scale and vertical integration.
New and additional skills are
needed for cascades and
the final return of materials
to the soil or back into the
industrial production system.
This includes delivery chain
logistics, sorting, warehousing,
risk management, power
generation, and even
molecular biology and polymer
chemistry.
For widespread reuse of materials
and higher resource productivity to
become commonplace, market
mechanisms will have to play a
dominant role, but they will benefit
from the support of policy
makers, educational institutions
and popular opinion leaders.
Examples of these enablers
include: collaboration,
rethinking incentives, set of
international environmental rules
and so on.
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Circular Initiatives
Green & Circular Fashion Landscape
Even if Circular Economy is relatively new concept some of the fashion
companies were already applying its principles on practice.
In January 2017 Patagonia together with Nike received the awards at
the World Economic Forum in Davos. Nike was chosen for its
commitment to “double its business with half the impact” and
Patagonia was recognized for its “Long track record of sustainable
innovation in the industry”.
Other fashion brands that can be named as the adherents of the circular
economy are Stella McCartney, Timberland and H&M, for these
companies the sustainability topic appeared already in the phase of the
product design.
At the same time there are some other brands that started the
sustainable initiatives under the pressure of Greenpeace and its Detox
campaign. Greenpeace challenges top brands to make amends by
working with their suppliers to eliminate all hazardous chemicals across
their entire supply chain, and the entire life-cycle of their products by
2020.
PUMAUNIQLO
ZARA
G-STAR
PRIMARK
VICTORIA’S SECRET
UNITED COLORS
OF BENETTON
M&S
ADIDAS
NIKE
MANGO
LEVI’S
VALENTINO
ESPRIT
BURBERRY
C&A
C&A
Participants of the Greenpeace Detox Program
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Patagonia Inc
Green & Circular Fashion Landscape
Patagonia company is very transparent when it comes to the
Corporate Responsibility. The brand's products are produced
under safe, fair, legal and humane working conditions throughout
the supply chain, which is proved via company's reports.
Moreover, the company constantly trying to reduce its
impact on the environment. This means auditing the materials
and methods used to make Patagonia's products, taking
responsibility for the entire lifecycle of the products.
One of the latests initiatives by Patagonia is Worn Wear
program, the aim is to explain to individual consumers, that the
single best thing we can do for the planet is to keep our stuff in
use longer. The brand organized a series of Worn Wear tours
across the U.S. where it gave folks two ways to repair what they
wear. Pick a used garment from the rack and repair it yourself
(you get to keep it) or bring something you already own and
Patagonia will fix it for you.
Worn Wear tour
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Nike Inc
Green & Circular Fashion Landscape
For the company’s future plans, the brand is targeting a 10%
reduction in the average environmental footprint of its shoes by
2020.
By 2025, Nike aims to use 100% renewable energy in its
owned and operated facilities, and has already implemented
on-site renewable energy generation at some of its largest
facilities.
86% of Nike’s contract factory base has reached a performance
rating that demonstrates their commitment to valuing workers
and improving environmental standards. By 2020, Nike’s aim is
for 100% of contract factories to reach this level.
By 2020, Nike aims to have zero waste from contracted footwear
manufacturing sent to landfill or incineration without energy
recovery.
17%OF POLYESTER
PURCHASED FOR
APPAREL WAS
RECYCLED
POLYESTER
76%OF NIKE BRAND
FOOTWEAR D
ESIGNS USED
ENVIRONMENTALLY
PREFERRED RUBBER
26%NIKE BRAND COTTON
MET DEFINITION OF
SUSTAINABLE (BCI,
ORGANIC OR
RECYCLED), WITH 19%
LICENSED TO THE BCI
STANDARD
100%OF LEATHER USED IN
NIKE BRAND
FOOTWEAR CAME
FROM LWG MEDAL-
RATED SUPPLIERS
POLYESTER
RUBBER LEATHER
COTTON
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Adidas Group
Green & Circular Fashion Landscape
Adidas uses innovative materials through their collaboration with
Parley for the Oceans, that allows them to use more recycled
materials in the manufacturing of their products.
Sports Infinity is their project that aims to explore endless ways
to recycle materials, and such projects have great impact on their
value chain too.
The group has also increased its intake of environmentally
preferred materials (EPM) such as Better Cotton, recycled
polyester, recycled rubber or bio-based thermoplastic
polyurethane (TPU).
Company also apply advanced dyeing techniques DryDye and
NoDye that decrease the amount of water, energy and chemicals
used in the dyeing process.
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H&M Conscious
Green & Circular Fashion Landscape
H&M set up the goal to have 100% circular business model. In 2013
company started to collect unwanted garments and home textile directly at
all H&M stores globally with the goal to use only the recycled or other
sustainably sourced materials for the production of new collections.
In 2015 the company invested in Sellpy, Swedish starup company offering
an on-demand service that helps people to sell clothes and items that are
no longer being used through an online sales service. Plus, H&M
collaborates with Worn Again to create circular supply chain for textiles.
H&M Conscious Key Performance 2015
Closing The Loop by H&M
Step one: Don’t let fashion go to waste
Step two: Ensure the longest possible use, for example throughsecond hand usage
Step three: Recycle into new products
1.3 million pieces were made with closed loop material.
That’s over 300% compared to 2014.
Company is one of the biggest users of recycled
polyester in the world.
H&M is entered into partnership with Ellen MacArthur
Foundation to further develop towards a circular business
model.
More than 12,000 tonnes of garments were collected in
H&M stores in 2015.
Organic, recycled and Better Cotton now represent
31% of the total cotton use. The goals is 100% by 2020.
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Levi Strauss & Co.
Green & Circular Fashion Landscape
With around 24 billion pounds of clothing, shoes and textiles
finding their way into U.S. landfills each year — including
untold tons of jeans — Levi’s is working on some interesting
short- and long-term circular economy initiatives aimed at
taking a chunk out of this statistic.
Every Levi’s store accepts old clothes and shoes of any
brand, which the company collects and repurposes or
recycles with its partner, I:CO. The collected clothes are
transformed into things such as insulation for buildings,
cushioning material and new fibers for clothing.
Meanwhile, Levi's is working to establish an infrastructure that
supports closed loop products by 2020. Eventually, the
company hopes to be able to recycle old Levi’s jeans into new
ones.
RAW MATERIAL
DESIGN/ MANUFACTURE
RETAIL
CONSUMER CARE
EXTENDED LIFE
DONATE/RECYCLE REPAIR / REIMAGINE /
RESELL
● Wash less● Wash cold● Line dry
● Repair
● Transform
● Levi’s store
● Levi.com
● Virgin cotton● Recycled
cotton
Levi’s Vision For Closed Loop Products
In collaboration with
38
Timberland
Green & Circular Fashion Landscape
Timberland strives to be Earthkeepers in everything it does. The company constantly work to make the products responsibly,
to protect the outdoors, and to serve the communities around the globe.
For the past 9 years the company is developing the products using the recycled, organic and renewable materials. The most
noticeable partnerships are with Thread (manufacturer of sustainable fabrics) for the collection of footwear and bags
crafted from post-consumer recycled plastic bottles and with tire manufacturer and distributor Omni United (S) Pte Ltd
to recycle the wears out tires into Timberland footwear
The company works in three directions: Product, Outdoors, Community.
98%
OF FOOTWEAR
WAS PVC FREE IN
2015
1 Million
POUNDS OF
RECYCLED PET IN
FOOTWEAR IN 2015
46% Reduction
IN GREENHOUSE GAS
EMISSIONS OF ITS 50%
BASELINE SET IN 2006
8.7 Million
TREES PLANTED
WORLDWIDE SINCE
2001
78%
OF TIMBERLAND
EMPLOYEES ENGAGED
IN SERVICE IN 2015
1 000 000 Hours
SERVED BY TIMBERLAND
EMPLOYEES IN COMMUNITIES
WORLDWIDE AND WE’RE STILL
COUNTING
In collaboration with
39
Kering Group
Green & Circular Fashion Landscape
Since 2012, the group’s efforts have resulted in a reduction of
their environmental impact. There is also in increased
transparency in the company’s supply chain where each stage of
their production is carefully monitored and measured thanks to its
Environmental Profit & Loss (EP&L)* impact.
Kering Group also involved in circular initiatives. Stella
McCartney brand is the first luxury brand to implement
Clean by Design programme at its textile mills to reduce
suppliers environmental footprint.
In January 2017 Kering announced that the company will define
a new, sustainable luxury that operates within the “planetary
boundaries”. Kering sets 2025 Targets and key milestones to
meet over this period.
Promote sustainable design and minimize the environmental
impact of a product at every stage
Establish a Materials Innovation Lab (MIL) focused on
watches and jewellery, following the success of Kering’s MIL
for fabrics and textiles in offering access to sustainable
alternatives
Leverage current partnerships with leading universities and
continue to develop collaborations to identify sustainability
solutions
Develop new and sustainable solutions for sourcing raw
materials, including exploring biotech and promoting a circular
economy through turning recycled textiles into new clothing
Scale up an internal purchasing platform to have access to
high quality, sustainable raw materials.
Some of the Kering targets to be achieved by 2025
In collaboration with
40
Green & Circular Fashion LandscapeLVMH Group
LIFE (LVMH Initiatives For the Environment) was launched back in 2013 by the luxury group to provide a strategic
backbone to the initiatives that they wanted to implement in order to meet their environmental challenges. During the past
months the group saw an overall 2% decrease in CO2 emissions, 5% decrease in water consumption in process
requirements, 1% decrease in water consumption in agriculture, 18% reduction in water pollution as well as 5% reduction
in waste production, all pointing to a greener future for the luxury group.
ENERGY CONSUMPTION IN 2015 BY BUSINESS GROUP795 GWh, STABLE COMPARED TO 2014 AT CONSTANT SCOPE
PACKAGING GIVEN TO CUSTOMERS
IN 2015 (IN METRIC TONNES)
In collaboration with
41
Topshop and ASOS
Green & Circular Fashion Landscape
On July 2015 Topshop introduced its first-ever
sustainable fashion line - “Topshop Reclaim.”
Challenging textile waste across their product areas,
whilst still creating versatile designs.
The range features 20 brand new designs made
entirely from spare material, such as jersey, cotton
and denim that already exists in Topshop’s leftover
stock.
According to Stylist, the line marks the fourth successful
collaboration between the brand and Reclaim to Wear, a
company launched by eco fashion label From
Somewhere.
Topshop Reclaim
ASOS has a ‘green room’ which houses a wide range of
ethically conscious brands. From the best of British and
hand-crafted jewellery to upcycled vintage.
Committed to reducing their impact on the planet, the
online retailer is working with eco-friendly brands
and global initiatives, to put together an edit of
clothing, accessories and beauty products that fit
within their criteria for sustainability. They also have
their own fair-trade clothing label ASOS Made In Kenya,
made in partnership with SOKO Kenya, that's made with
a lower environmental impact or beauty that's natural
and organic.
ASOS Eco Edit
In collaboration with
42
Green & Circular Fashion Landscape
In 2015 Adidas announced the collaboration with Parley,
an organization dedicated to reducing plastic waste in
oceans. The shoe has an 'upper' made of 95 percent
ocean plastic, the rest of the shoe is made from
largely recycled materials as well.
Previously were launched 50 pairs, which were raffled
via social media competition, while in November 2016,
7000 of pairs of shoes went on sale (retail price US
$220). At the same time Adidas announced that they will
make one million pairs of shoes using Parley Ocean
Plastic in 2017 - and their ultimate goal is to eliminate
virgin plastic from the supply chain.
Ocean plastic into Adidas new shoes model
The new collection, which is made with materials aimed
at reducing environmental impact, like organic cotton or
recycled wool. The retailer is applying the sustainable
mind-set to everything from the products to the
packaging. As part of the overall brand overhaul, Zara is
committing to using boxes from 100 percent recycled
cardboard(56 percent of all online orders are currently
delivered in these recycled boxes).
Like H&M, Zara now has a recycling program that will
make getting your old clothes into the right hands
supereasy. The retailer currently has drop-off points in
stores across Europe and will be doing the same for U.S.
stores in 2017.
Zara Sustainable Collection
Zara and Adidas
In collaboration with
43
MANUFACTURING STARTUPS
IN GREEN FASHION
In collaboration with
44
Evrnu
Manufacturing Startups in Green Fashion
Evrnu is an innovative new technology that recycles cotton
garment waste, to create a premium, renewable fiber. More
than 12 million tons of garment waste is disposed of every year
in the U.S. alone.
Evrnu emerged from a new way of thinking about the apparel
and textile industry, by textile specialists who love fashion. The
Evrnu team is currently running an Indiegogo campaign to
bring the technology to a larger scale.
Recycling Cotton
www.evrnu.com
In collaboration with
45
Crailar
Manufacturing Startups in Green Fashion
CRAiLAR is a flax fiber that drastically reduces chemical and
water usage. It was named a 100% BioPreferred product by the
USDA in April 2012.
This raw fiber is rough and tough and definitely not something you
would want to wear or use. The fiber is then transformed via our
proprietary CRAiLAR process into a soft and fluffy fiber made up of
thousands of individualized bast fibers that — while they resemble
cotton in feel and appearance — outperform cotton on almost every
level. In fabric form, it looks and feels almost identical to cotton.
Identical to Cotton
www.crailar-fti.com
In collaboration with
46
Recyclon
Manufacturing Startups in Green Fashion
“Recyclon” is a recycled nylon from Unifi’s Repreve that uses
pre-consumer and post-industrial nylon waste. While the
makeup of the blend is not 100% recycled, the innovation has been
widely celebrated by those who have been wanting a recycled
nylon option since recycled polyester became available years ago.
Their proprietary process that allows them to transform
(polyethylene terephthalate) PET bottle flakes into REPREVE fiber,
which is then used in thousands of different fabrics and products
available globally.
Recycle Nylon
www.unifi.com
In collaboration with
47
Eco Circle Plant Fiber
Manufacturing Startups in Green Fashion
Eco Circle Plantfiber is a plant-based PET (polyester). The
new fiber contains 30% sugarcane, which replaces 30% of
the oil needed for traditional polyester.
Teijin, the company behind the fiber, said it will have a closed-
loop recycling system at the end of the fabric’s life. Nissan is
one of the first companies to use the fabric for the car
upholstery in the 2014 Nissan Leaf electric car.
Plant Based Polyester
www2.teijin-frontier.com/english
In collaboration with
48
RespectLife
Manufacturing Startups in Green Fashion
Born in 2015 from the idea of finding a new tissue to create sheets,
uniform and dress from the fabric free from bacterial
contamination, easily washable, resistant, breathable, soft and
ecological and which could respond to protect against hazards.
Polypropylene Super-textile is stain-resistant, hypoallergenic,
resistant to moulds and moths and 100% recyclable.
Target markets for re-life are: hotel & Restaurants, SPA, activewear
and fashion brands.
Polypropylene Super-textile
www.respectlife.it
In collaboration with
49
Organic fabrics
Manufacturing Startups in Green Fashion
German microbiology-student-turned-designer Anke Domaske uses
milk to make an "Eco Milk Fiber" called QMilk. Milk was already
processed into textiles in the 1930s. QMilk owns this unique
technology for producing textile fibers from the milk protein
casein which is applied in clothing, home textile, technical
applications, medical technology and automotive, which uses less
harmful chemicals unlike the technology back in 30s.
Other examples would include, a high-tech sports clothing company
Virus uses recycled coffee beans for their Stay Warm line of cold-
weather performance apparel. And Suzanne Lee, fashion designer,
has been making fabric and vegetable leather out of the
fermented tea, kombucha.
Fabrci out of milk, tea, and coffee beans
en.qmilk.eu
In collaboration with
50
Orange Fiber
Manufacturing Startups in Green Fashion
Orange Fiber is a startup aiming at the creation of sustainable
textiles from citrus juice byproducts. The goal is to create a
sustainable fabric that responds to the need of the fashion brand
innovation. To do that, the company wants to reuse more than
700,000 tons of product that the Italian citrus processing
industry produces annually.
In February 2016 Orange Fiber became one of the five winners of
Global Change Award, the innovation challenge initiated by the
non-profit H&M Foundation.
Yarns and fabrics from citrus fruits
www.orangefiber.it
In collaboration with
51
S.Cafe
Manufacturing Startups in Green Fashion
S.Cafe is a new fiber coming out of Taiwan that uses recycled
coffee grinds. Big names like North Face, Puma and Timberland
are already using it, while coffee sellers like Starbucks and 7-11
are said to be some of the suppliers.
Apparently coffee grinds have natural odor-masking properties
without making the entire garment smell like your morning brew. It’s
said that coffee grinds require less energy in the fiber-making
process, making it an “earth-friendly” alternative to traditional
fabrics.
Recycled Coffee Grinds
www.scafefabrics.com/en-global
In collaboration with
52
Looptworks
Manufacturing Startups in Green Fashion
Looptworks repurposes abandoned materials into "meaningful, long-
lasting and limited edition products." By reusing the world’s pre-consumer
excess, the Portland-based company says it aims to rid the world of waste
while inspiring a generation to reduce its impact on the planet. The line includes
jackets, hoodies, skirts, shirts and graphic T-shirts for both men and women.
Having partnered with Southwest Airlines in 2014 to upcycle its seat leather into
soccer balls, bags and other products, Looptworks continued onward last year
with Alaska Airlines, turning the airline’s used seats into handbags and purses.
Looptworks collects, sorts and cleans the seat materials, designs and develops
the upcycled products, produces, markets and sells them.
Premium Upcycled Goods
www.looptworks.com
In collaboration with
53
WearEver
Manufacturing Startups in Green Fashion
WearEver DA Inside collection offer sustainable representation through
stylish corporate suits made from 100% recyclable textile developed
by textile innovation company Dutch Awearness. The brand
WearEver DA Inside originates from a cooperation between Dutch
Awearness and WearEver, a special subsidiary company of Dutch
Awearness.
Dutch Awearness produces circular work clothes in partnership with
Tricorp Workwear, Heigo, Latino Group and Jasmine Mode. Together,
they make high visibility clothing, protective clothing (PPE) and regular
workwear.
Premium Circular Clothing
wearever.nl
In collaboration with
54
Recycled Synthetics
Manufacturing Startups in Green Fashion
Recycled synthetics, made with everything from plastic bags to
beer bottles continue to make a splash. In much the same way that
other materials and bamboo are transformed into thread, the
upcycled synthetics are broken down into a fine particulate, melted,
and extruded into fiber.
The I Am Not A Virgin jeans pictured here use a mix of 25 percent
bottle fiber and 75 percent cotton, the resulting material is soft
to the hand, yet is durable and performs as denim should.
Plastic bags and beer bottles finding new life
www.iamnotavirgin.com
In collaboration with
55
ZTUDIO 8B
Manufacturing Startups in Green Fashion
With innovative modular design, customers can
easily change the look, the shape and carriage of
the bag. The best vegan materials of highest
quality are used in the making of the bag that
combines both design and sustainability.
The bags are Made in Italy, where manufacturers
use the traditional craftsmanship passed down
from generations.
SUSTAINABLE HANBAGS, CIRCULAR DESIGN
www.ztudio8b.de
VEGAN
MATERIALS
MODULAR
DESIGN
In collaboration with
56
FILE BAG
Manufacturing Startups in Green Fashion
The File bag is about having a bag with an
unmistakable luxury that fits to every outfit,
occasion and even your ever changing mood.
Everything in one bag, with the possibility to
change it whenever you want. It’s about a
handmade bag produced in Italy, that respects the
environment because it is made of regenerated
leather.
SUSTAINABLE LEATHER HANBAGS
HANDMADE
REGENERATED
LEATHER
www.kickstarter.com
In collaboration with
57
Manufacturing Startups in Green FashionSTAFFORHUMANS
Designed in Australia, handmade [by adults] in Vietnam, their
bags and wallets have emerged from a desire to have groovy
bags that go with our clothes and our lifestyles.
Frustrated with a lack of genuine leather bags that would last,
and were free from toxins and unethical practices, they make it
without exploiting the actual people who make them, or harming
their health. Each item is made from buttery, vegetable-tanned
leather: tough, long-lasting and sensuous to touch, with soft
suedette lining.
SUSTAINABLE LEATHER HANBAGS
TOXIN-FREE
BUTTERY
VEGETABLE-
TANNED
LEATHER
www.stufforhumans.com.au
In collaboration with
58
HOLYFANCY
Manufacturing Startups in Green Fashion
Every backpack produced uses at least 15 plastic bottles +
900g of cotton scraps from the environment. The production
of their fabrics is also free from water and dye - besides
being zero carbon emission.
In addition of being innovative in its use and its materials,
HOLYFANCY DAILYPACK also finances part of a Social
Program in Brazil as all the pouches are handmade by a
community in Rio de Janeiro where different jobs/activities
are created to help people in need.
SUSTAINABLE BACKPACK
100%
SUSTAINABLE
FABRIC
HELP PEOPLE IN
NEED
www.kickstarter.com
In collaboration with
59
GINKGO
Manufacturing Startups in Green Fashion
Ginkgo was found in 2012 with an idea to make a
sustainable umbrella.
Ginkgo umbrella is made entirely in a single material.
All the parts, from the canopy’s fabric to the pole, are
made from polypropylene. All the fastening elements,
such as screws, pivots and especially glue, have been
replaced by integrated snap-fit elements. Thanks to
these solutions, when Ginkgo finally reaches the end of
its useful life you can just toss it in the recycle bin. No
need to disassemble the components.
SUSTAINABLE UMBRELLA, CIRCULAR DESIGN
100%
RECYCLABLE
CUSTOMIZABLE
ginkgoumbrella.com
In collaboration with
60
Manufacturing Startups in Green FashionRE-BELLO
RE-BELLO is a fashion label form men and women, based
in Bolzano, Italy. The company wants to put into practice
the idea of a truly sustainable clothing label where design,
sustainability, and transparency go hand in hand.
RE-BELLO constantly researches materials that are
produced ecologically and ethically but are at the same
time innovative, comfortable and stylish to minimize that
impact by choosing sustainable fibers of high quality.
SUSTAINABLE APPAREL
SUSTAINABLE
FIBERS
TRANSPARENCY
IN PRODUCTION
www.re-bello.com
In collaboration with
61
NEOGREEN
Manufacturing Startups in Green Fashion
NEOGREEN is a 100% Eco conscious sustainable start-up brand.
It makes one size adaptable from the size 36 to the 42 with belts,
backs or elastic straps. The supply of fabrics is 100% second-
hand.
Because every detail is important, every fabric is clean with
ecological soap; every waste is sorted and put in the recycling
bins; very local delivery is made by bike or on foot; when paper is
used, each time it is an upcycled paper.
The products are Made in France, through women in Social
Integration Workshops, who are not financially well to do.
SUSTAINABLE APPAREL
SECOND-HAND
FABRICS
SOCIAL
INTEGRATED
WORKSHOPS
www.kickstarter.com
In collaboration with
62
Manufacturing Startups in Green FashionANKURA
Ankura designs sustainable clothing, by combining the
luxury and quality of Peruvian fibers with a modern design.
All of their collections are made responsibly through the
entire production process. The company carefully chooses
each one of their materials to ensure low environmental
impact. Being an ethical brand is a priority.
They source local materials, use natural and organic fibers,
partner with local workshops, and empower artisan
communities.
SUSTAINABLE APPAREL
LOW
ENVIRONMENTAL
IMPACT
EMPOWER
ARTISANS
www.ankurabrand.com
In collaboration with
63
Manufacturing Startups in Green FashioniLUUT
iluut designs and makes minimal, contemporary women's
clothes. The collection is made in Europe and you'll be
informed where every step of the production is made
because full transparency is super important for iluut's team.
To avoid waste, the leftover fabrics after cutting the garments
will be used for making carpets by Maroccoan women. iluut
wants to support future innovations; 5% of each product's
margin go for building a PoP school in developing countries.
SUSTAINABLE APPAREL
100%
TRANSPARENCY
IN PRODUCTION
NO LEFTOVER
FABRICS
iluut.com
In collaboration with
64
THE RENEWAL WORKSHOP
Manufacturing Startups in Green Fashion
Partnering with the world’s best-loved apparel brands and retailers
to renew their “unsellable” returns and excess inventory, The
Renewal Workshop, gives each garment new life as Renewed
Apparel through the proprietary processes. The Renewed Apparel
is then either sold back to the brand, to be sold through their sales
channels, or sold through their own retailer network.
This also reduces of waste. Especially for goods that have been
produced and are ready for sale except they need a little mend.
Plus any product that can’t be renewed, The Renewal Workshop
responsibly manages the upcycling, downcycling, or recycling of it
in order to optimize the resources already invested in it.
SUSTAINABLE COMPANY
RENEWED
APPAREL
REDUCE
WASTE
therenewalworkshop.com
In collaboration with
65
FABSCRAP
Manufacturing Startups in Green Fashion
Launched in NYC, FABSCRAP offers convenient recycling
and reuse of fabric scraps, cuttings, samples, headers,
mutilated items, and unused bolts from fashion
businesses.
This start-up reduces waste. Either as a one-time pickup
or regular service, FABSCRAP ensures pre-consumer
material is handled responsibly and provides waste
diversion metrics for sustainability reports.
SUSTAINABLE COMPANY
RECYCLING AND
REUSE OF
FABRICS
REDUCE
WASTE
fabscrap.org
In collaboration with
66
Manufacturing Startups in Green FashionSOLWA
DryWa is a revolutionary thermal stand-alone system to
dry sewage sludge, achieving a 93% of weight reduction in
only 15 m2 surface. The product was developed by the
startup Solwa, which was acquired by Santex Rimar Group
in 2015.
DryWa dries and incinerates sewage sludge, where the
input is the wet sludge (around 25% DM) and the outputs
are ashes and emissions into the atmosphere (steam and
gasses).
SUSTAINABLE COMPANY
www.santexrimar.com/brands/solwa/machinery/drywa
In collaboration with
67
Manufacturing Startups in Green FashionIXOOST
IXOOST is combining mechanics and sound, the product
is designed in Modena, Italy, a city famous for the
handmade construction of some of the world’s most
beautiful cars.
IXOOST is a stereo system build from the manifolds, all
the stations can be customized. By integrating Bluetooth®
4.0 technology with the traditional AUX connection, the
product enables you to control music stored on your
smartphone, tablet, or computer.
SUSTAINABLE COMPANY
www.ixoost.it
In collaboration with
68
ECO BEAUTY BRANDS
In collaboration with
69
MAKEUP
ECO BEAUTY BRANDS
w3llpeople.com
Well People brings together the energy,
experience and artistry of makeup artist
Shirley Pinkson, cosmetic dermatologist
Renee Snyder M.D., and tree-hugger James
Walker to create a wellness-driven,
chemical-free makeup brand that delivers
exceptional quality in a sustainable,
conscientious and particularly stylish
package.
WELL PEOPLE
iliabeauty.com
ILIA is creating the purest products
possible. The ethical-sustainable
approach embodied in each piece is
filled with certified organic bio-active
botanicals that nourish and rejuvenate
the skin. All cream lip products are
housed in a recycled aluminum case.
Each product is filled with up to 85%
bioactive organic ingredients
ILIA
In collaboration with
70
MAKEUP
ECO BEAUTY BRANDS
ecobrow.com
Creating Eco Brow Mineral Wax in 2013,
Marco Ochoa provided a much-needed
"responsible beauty" alternative to the other
eyebrow-focused brands.
The wax is mineral-based and paraben-free,
and has been receiving glowing reviews
from the fashion and beauty community
ever since.
ECO BROW
www.rmsbeauty.com
Committed to helping women reclaim their
right to healthy beauty the RMS cosmetic is
completely free of toxins and chemicals,
and uses only organic, live ingredients,
selected to nourish and heal.
The founder of the brand, Rosemary Swift
is outspoken about the dangers of toxins in
cosmetics.
RMS BEAUTY
In collaboration with
71
SKIN CARE
ECO BEAUTY BRANDS
oneloveorganics.com
Certified cruelty-free and awarded a gold
seal of approval from Green Business
America, One Love Organic products are
produced in micro batches in one of only 12
eco-certified manufacturing facilities in the
USA. Brand uses only the finest and most
effective ingredients on the market.
ONE LOVE ORGANICS
www.juicebeauty.com
Juice Beauty combined forces with
Gwyneth Paltrow and her wellness site
Goop. Juice Beauty has developed a vast
line of skincare and beauty products, using
an antioxidant and vitamin-rich organic
botanical juice base combined with
powerful skincare ingredients.
JUICE BEAUTY
In collaboration with
72
SKIN CARE
ECO BEAUTY BRANDS
provinceapothecary.com
The products under the Province
Apothecary are free from toxins, and are
handcrafted from only the highest quality,
ethically and sustainably sourced, certified
organic, bio-dynaminc and wildcrafted
ingredients, including Nova Scotian
seaweed, Quebecois maple syrup, and
Albertan beeswax.
PROVINCE APOTHECARY
aromacentric.com
Products are made with organic or
wildcrafted essential oils and plant-based
materials whenever possible. All products
are free of Parabens, Dea, Pthalates,
synthetic dyes and synthetic fragrances.
Many of the products are oil based and
therefore botanical preservatives are
acceptable to use.
AROMACENTRIC
In collaboration with
73
SKIN CARE
ECO BEAUTY BRANDS
www.hekatecosmetics.com
Hekatè designed an online platform where
everyone could create with Natural origin
ingredients his own professional cream.
Through a guided path you’ll indicate your
skin characteristics and expected effects. In
a few minutes, you will create your own
beauty care.
Hekatè
www.sudssoapco.com
Suds & Co. allows you to handpick all the
ingredients that go into your soap. The
company only uses premium, all-natural,
vegan, and cruelty-free ingredients.
Sud’s&Co. is explaining the benefit of each
ingredient—letting you craft a product to
your specific needs.
SUD’S & CO.
In collaboration with
74
DIGITAL STARTUPS IN GREEN FASHION
In collaboration with
75
DREXCODE
Digital Startups in Green Fashion
Drexcode is a web online boutique that aims to help women to
dress on special occasions by giving the possibility to rent
clothes and accessories from the latest collections for 4 or 8
days from well known brands (e.g. Alberta Ferretti, Rochas, Vera
Wang, Vionnet).
Company also provide laundry service ensures perfect cleaning
and ironing apparel. There are also several options for purchasing
the clothes from Drexcode, twice a year company organizes a
sale of end of season,
Choose
the dress
Select the
date
Wear the
dressReturn
drexcode.com
CLOTHING RENTAL
In collaboration with
76
RENTEZ-VOUS
Digital Startups in Green Fashion
Rentez-Vous.com is a Peer-to-Peer and Designers fashion
rental marketplace that allows women to rent clothes and
accessories to one another and rent designers' creations for a
fraction of the price.
In contrast to Drexcode, the Rentez-Vous works with emerging
designers all over the world.
Anyone can list and rent the product via the platform. Rentez-
Vous provides free dry cleaning and secure deposit and
payment options.
CLOTHING RENTAL
rentez-vous.com
Search throught
hundreds of items
from the best
designers
Rent a piece and
get it delivered at
your place
Get the piece
picked up and we
take care of the dry
cleaning
RETURNENJOYBROWSE
In collaboration with
77
QUEEN OF RAW
Digital Startups in Green Fashion
A new digital platform for designers to connect with
suppliers to source raw materials. Bypassing traditionally
long lead times, large minimum orders, and shipping costs that
often exceed the value of the raw materials, Queen of Raw
features materials with short lead times, local inventory, and
low minimums.
It reduces the need for further manufacturing and reduces
waste. Suppliers to the industry are able to offer unsold
inventory and dead stock (rolls of fabric that are no longer in
production) to a previously unreached audience of designers
big and small.
SUSTAINABLE PRODUCTION
www.queenofraw.com
In collaboration with
78
CUYANA
Digital Startups in Green Fashion
Startup fashion brand Cuyana, based in San Francisco, launched what it
calls a Lean Closet Movement to put shoppers’ focus on buying quality
that lasts, rather than chase the latest trend and fuel dangerous
manufacturing practices. The movement kicked off with a 4-week series of
blog posts who shared tips on building a versatile, functional wardrobe.
The 4 collections of apparel and accessories are eco-friendly and those
who click “lean shipping” during checkout, will receive a reusable bag to
fill with items that can be donated to non-profit partners like Dress for
Success or the Salvation Army. The movement is still in its early stages –
just 10 percent of Cuyana Shoppers currently choose the option – but
shoppers receive credits for future Cuyana purchases as an incentive.
SUSTAINABLE SHOPPING
www.cuyana.com
In collaboration with
79
ELECTROLOOM
Digital Startups in Green Fashion
Electroloom creates 3D seamless fabrics, opening the
door for on-site manufacturing of finished clothes. The future
vision of Electroloom is for it to serve as a distributed
manufacturing technology for a variety of textile verticals—
including clothing and beyond.
This start-up reduces the supply-chain required for creating
a fabric good. Perfect for customization and small batch
production.
3D PRINTING
In collaboration with
80
MINK
Digital Startups in Green Fashion
Mink - a portable 3D makeup printer - takes the idea of
DIY makeup to a whole new level. It takes an image and
instantly transforms it into a wearable color cosmetic, so any
phone, camera, or laptop essentially becomes an endless
beauty aisle.
The app extracts all of the colors of the image selected for
you to chose a color and press print. The Mink printer then
dyes a powder the selected color. Then remove the powder,
and mix it into the desired medium — eyeshadow, lipstick,
or gloss.
3D PRINTING
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NOVELTY IN PRODUCTION
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Dying Techniques
Novelty in Production
Developed in California by Colorep, AirDye
works with proprietary dyes that are heat-
transferred from paper to fabric in a one-
step process. This can save between seven
and 75 gallons of water in the dying of a
pound of fabric, save energy, and produces
no harmful by-products. The technology
uses 85 percent less energy than traditional
dying methods.
AirDye – Dying With Air Hand Dying
In hand dyeing, fabrics are immersed in hot
or cold dyes in a dye bath. The dye bath is
agitated so the dye reaches all areas. When
the desired colour is achieved the fabric is
removed and rinsed to remove excess dye.
Then it is fixed with a mordant or a fixing
agent such as salt. This process also
drastically reduces the amount of water
used.
In collaboration with
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Reducing Water Usage
Novelty in Production
With digital printing, prints are directly
applied to fabrics with printers, reducing
water usage by 95 percent, energy
reduction of 75 percent, and minimizing
textile waste.
This technique has been used by designers
like Mary Katrantzou, Alexander McQueen
and Basso & Brooke.
Digital Print Stone Washing
Levi’s WaterLess products are a water-
conserving collection that allows the
company to use an average of 28 percent
less, and at times as much as 96 percent
less water to finish their jeans.
Instead of water, the company uses stones
in stone washing machines to achieve the
same results in their “washed” effect.
In collaboration with
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Smart Tailoring
Novelty in Production
Smart Tailoring was created by Indian designer Siddhartha Upadhyaya as
a way to increase fabric efficiency (by 15 percent) and reduce lead-time
(by 50 percent) to manufacture high-end garments.
By using a computer attached to a loom, data such as color, pattern and
size related to the garment is entered, and the loom cranks out the exact
pieces, which then just need to be constructed. Weaving, fabric cutting,
and patterning happen all at once. Brilliant. Not only does DPOL minimize
immense waste of fabric, it also helps in saving energy and water by 70 to
80 percent.
Direct Panel on Loom (DPOL) Technology
Fashion Trends 2017
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