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POLITECNICO DI MILANO
MASTER OF SCIENCE IN MANAGEMENT ENGINEERING
THESIS TOPIC
MANAGEMENT OF SUSTAINABILITY IN FASHION SUPPLY
CHAIN
Supervisor:Prof. Alessandro Brun
Co-supervisor: Asst. Prof. Hakan Karaosman
Master Graduation Thesis by: Mudit Goel
Person code: 10519030
Matriculation Number: 859053
Academic Year: 2017-18
POLITECNICO DI MILANO
via Lambruschini, 4/b, 20156,Milano, Italy
Phone: +39 02 2399 3620 Fax: +39 02 2399 2730
Website: www.polimi.it
CERTIFICATE
This is to certify that “MuditGoel 859053 (10519030)”student of Management
Engineering from “POLITECNICO DI MILANO, ITALY” has done Report at
“Politecnico di Milano, Milano, ITALY” in the partial fulfilment for the award of
degree of “Master of Science” under the guidance of “Prof. Alessandro Brun” and
“Assistant Prof. Hakan Karaosman”
The project work entitled as “MANAGEMENT OF SUSTAINABILITY IN
FASHION SUPPLY CHAIN” embodies the original work done for Thesis. This work
has not been submitted partially or wholly to any other university or institute for the
award of this or any other degree.
Prof. Brun Alessandro
Dipartimento di Ingegneria Gestionale
(DIG)
HakanKaraosman
Assistant Prof. ,
Dipartimento di
Ingegneria Gestionale
(DIG)
Abstract:
Amidst stringent regulations and growing public awareness, every industry is
bound to have environmental and social competitive advantage along with
financial ones. Fashion industry is no exception.
The fashion and luxury market is identified by the swiftness with which a
product becomes outdated. Enterprises producing clothes, shoes, bags and other
accessories produce wastes at an overwhelming unsustainable rate, due to the
continuous change of stack. They have to store significant quantities of not-to-
be-used textiles and components for production.
All in all, fashion industry is one of the highest impact industries on the planet.
However, growing awareness of the damaging environmental effects of the
fashion industry has inspired the advent of advanced sustainable approach of
organizing designing, production, and distribution of fashion garment.
In this paper, fresh approaches towards sustainability undertaken by companies
in fashion industry are analyzed. Conceptualization of various such
sustainability practices of case enterprises at product and process level, derive
propositions that test the ongoing trend that emerging sustainable approaches in
luxury and fashion is replacing the dominant, unsustainable ones.
Key words:
Sustainability, Sustainable Fashion Supply Chain
ACKNOWLEDGEMENT
I would first like to thank my thesis advisor ‘Professor Alessandro Brun’ of the
Dipartimento di Ingegneria Gestionale at Politecnico Di Milano. He consistently
allowed this paper to be my own work, but steered me in the right direction whenever
he thought I needed it.
I would also like to thank ‘Assistant Professor Hakan Karaosman’of the
Dipartimento di Ingegneria Gestionale at Politecnico Di Milano, who helped me
whenever I ran into a trouble spot or had a question about my research or writing.
Thank you.
Author
MuditGoel
1 Table of Contents Abstract:............................................................................................................................................ v
ACKNOWLEDGEMENT ................................................................................................................ vi
1 Introduction ............................................................................................................................... 1
2 Literature review ....................................................................................................................... 2
2.1 Definition of Sustainability................................................................................................. 2
2.2 Elements of sustainability ................................................................................................... 2
2.2.1 Environmental pillar ................................................................................................... 3
2.2.2 Social pillar ................................................................................................................ 3
2.2.3 Economic pillar .......................................................................................................... 3
2.3 Sustainability at various levels............................................................................................ 4
2.3.1 Product level .............................................................................................................. 4
2.3.2 Process level............................................................................................................... 4
2.4 Sustainability in fashion industry ........................................................................................ 5
3 Methodology ............................................................................................................................. 5
3.1 Research Questions: ........................................................................................................... 5
3.2 Case selection: ................................................................................................................... 5
3.3 Information collection ........................................................................................................ 6
3.4 Information analysis ........................................................................................................... 7
4 Sustainability Review of Case Companies .................................................................................. 8
4.1 Ecoalf ................................................................................................................................ 8
4.2 Orange Fiber: ................................................................................................................... 10
4.3 Wrad: ............................................................................................................................... 11
4.4 Teijin: .............................................................................................................................. 14
4.5 Noah NYC: ...................................................................................................................... 16
4.6 Orange Thread Red group: ............................................................................................... 19
4.7 Outerknown: .................................................................................................................... 22
4.8 Haeckels: ......................................................................................................................... 24
4.9 Older Brother: .................................................................................................................. 25
4.10 Veja ................................................................................................................................. 26
4.11 VeroModa: ....................................................................................................................... 28
4.12 Knowledge Apparel: ........................................................................................................ 29
4.13 Edun ................................................................................................................................ 30
4.14 Filippa K: ......................................................................................................................... 31
4.15 Dick Moby: ...................................................................................................................... 33
5 Information Analysis ............................................................................................................... 35
5.1 Environment Pillar ........................................................................................................... 35
5.1.1 At product level: ....................................................................................................... 35
5.1.2 At Process level ........................................................................................................ 36
5.2 Social Pillar...................................................................................................................... 37
5.3 Economic pillar ................................................................................................................ 38
5.3.1 Product level ............................................................................................................ 38
5.3.2 At process level ........................................................................................................ 38
6 Conclusion .............................................................................................................................. 40
6.1 Macro trend...................................................................................................................... 40
6.1.1 List of practices: ....................................................................................................... 40
6.2 Future scope: .................................................................................................................... 42
Bibliography ................................................................................................................................... 43
Table 1 Ecoalf Sustainability Practices Summary............................................................................. 10
Table 2 Orange Fiber Sustainability Practices Summary .................................................................. 11
Table 3 Wrad Sustainability Practices Summary .............................................................................. 13
Table 4 Teijin Sustainability Practices Summary ............................................................................. 16
Table 5 Noah NYC Sustainability Practices Summary ..................................................................... 19
Table 6 Orange Thread Sustainability Practices Summary................................................................ 22
Table 7 Outer Known Sustainability Practices Summary .................................................................. 24
Table 8 Haeckels Sustainability Practices Summary......................................................................... 25
Table 9 Older Brother Sustainability Practices Summary ................................................................. 26
Table 10 Veja Sustainability Practices Summary ............................................................................. 27
Table 11 Vero Moda Sustainability Practices Summary ................................................................... 29
Table 12 Knowledge Apparel Sustainability Practices Summary ...................................................... 30
Table 13 Edun Sustainability Practices Summary............................................................................. 31
Table 14 Filippa K Sustainability Practices Summary ...................................................................... 33
Table 15 Dick Moby Sustainability Practices Summary ................................................................... 34
Table 16 Macro trends in sustainable fashion industry ..................................................................... 40
Table 17 List of practices................................................................................................................. 41
Figure 1 Three pillars of sustainability ............................................................................................... 3
Figure 2 Macro trend in fashion industry- Environment Pillar .......................................................... 36
Figure 3 Macro trend in fashion industry- Social Pillar .................................................................... 38
Figure 4 Macro trend in fashion industry- Economic Pillar .............................................................. 39
1
1 Introduction
Before mass production, people had fewer clothes and items. Such accessories were tailored
for the rich, while the lower social classes made their own clothes. Costumes were used and
maintained by repairing and remodeling for many years. Indeed, these items used to be
considered long life products. The inception of readymade fashion inspired the
standardization of clothes and a reduction in costs. That means consumers were allowed to
buy more clothes irrespective of their perfect size or shapes.
Today, this industry and its functions have become far more complex, say, from sourcing to
procurement to production to distribution. This complexity not only confines with processes
but also footprints it has on society and environment. For instance, the phases of production
processes e.g. dyeing, drying and finishing, make exhaustive use of chemical products and
natural resources and impact environment. (Blanquart, Carbone, & De Brito, 2008).
But on a positive side, fashion industry seems to have begun pay serious attention to the
social and environmental issues. To have the understanding of how in recent time the
industry has fared with sustainability, we take the cases of several companies which have
prime focus on social and environmental issues.We take a systematic approach to analyses
the trend. Hence, it is important to develop the understanding of sustainable business models
(SBMs) of few exemplary “quasi-sustainable” companies which value relations beyond those
exchanged between customer and company.
The fashion industry is typically studied from other perspectives (e.g. Brand management,
marketing and retailing). Therefore, it is crucial to consider the relevance of Supply Chain
Management in contributing to environmental sustainability even in Fashion production must
be considered.
A green supply chain management controlled by effective drivers, practices and performance
indicators is fundamental for sustainability in the fashion industry.
The current report first does the literature review, introducing sustainability and its key
aspects. The literature review section discusses the research gap in sustainable fashion
industry. Following this section, the paper discusses the methodological approach taken to
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analyze the sustainability in fashion industry. In order to achieve that, 18 companies were
initial considered, but based on access to information 15 companies are selected for final
analysis. In the end, the trend of sustainability practices in fashion industry are tabulated and
categorized. Based on this tabulation final results are discussed and concluded. The future
scope of the work is also suggested.
2 Literature review
2.1 Definition of Sustainability
For the purpose of this report, it is necessary to know what sustainability actually is.
In layman terms, sustainability is generally defined as a socio-ecological process
characterized by the pursuit of a common ideal. An ideal is by definition unattainable in a
given time/space but endlessly approachable and it is this endless pursuit that forms a
sustainable system in the process. The name sustainability is derived from the Latin sustinere
(tenere, to hold; sub, up). Sustain can mean “maintain", "support", or "endure”.1
Most widely accepted definition of sustainability is the one given by Brundtland Commission
of the United Nations on March 20, 1987: “sustainable development is development that
meets the needs of the present without compromising the ability of future generations to meet
their own needs.”
Sustainability may address to global sustainability, country sustainability or organizational
sustainability (Hua, Nitivattananon , & Li, 2015). But, for the purpose of this report,
sustainability is mostly referred to with the “sustainability in fashion industry”.
2.2 Elements of sustainability
Sustainability has three core elements which are the environmental, economic and social
sustainability. Let us discuss these three pillars (elements) of sustainability:
1Source: Global Business consulting
3
Figure 1 Three pillars of sustainability (Source: Internet)
2.2.1 Environmental pillar
Environmental sustainability is the positive effect of organizational doings in the direction of
the environment. Organizations need to figure out the causes of environmental issues due to
their operative activities. Examples of sources given by (Mustapha, Manan, & Alwi, 2016)
that are related to environmental problems are productions, transport, procurements and
products.
2.2.2 Social pillar
Social sustainability signifies compliance with the elementary requirements of humans in
future and present. In the organizational context, basic needs are training and education,
health and safety, management competence and wages and benefits. Social sustainability
considers the interest of employees and the community, providing them an impartial and
ethical organization. A socially sustainable employer emphasizes on human assets and
provides a benign and vigorous working condition and builds a social partnership. (Mustapha,
Manan, & Alwi, 2016).
2.2.3 Economic pillar
According to business dictionary: “The use of several strategies for engaging existing
resources optimally so that an accountable and advantageous equilibrium can be achieved
over the longer term. Within a business context, economic sustainability involves using the
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assorted assets of the company efficiently to allow it to continue functioning profitably over
time.”2
In sustainability literature, economic sustainability has often been associated with
environmental and social sustainability,to incorporate the sustainable processes in the
business strategies. (Peralta, Bárcena, & González, 2016). In order to achieve the sought-after
sustainability outcomes, it is important to ensure the technical and economic viability of the
sustainable solution. Therefore, topic such as collaboration, organizational processes,
knowledge management and purchase innovation and technology management, or
sustainability reporting is important economic aspect.
2.3 Sustainability at various levels
2.3.1 Product level
Sustainability at product level implies how products can provide economic profit to
companies while simultaneously providing environmental and social benefits to society. In
literature, sustainability at product level aims at balancing the contributions of products to the
triple bottom-line, thereby creating multiple and shared values for different stakeholders.
According to authors (Dyllick & Rost, 2017), there have been a number of different
approaches of how this balance can be achieved and preserved through eco design, design for
sustainability, cradle-to-cradle, product service systems or hand-printing.
2.3.2 Process level
It is obviously very difficult to manage business processes in sustaining an organization’s
existence along with environmental and social sustainability. Sustainability at process level
may include Business Process Reengineering, Process Innovation, Business Process
Modeling, and Business Process Automation/Workflow Management, under the title of
Business Process Management (BPM). (Ayca, Oktay, Hajo, & Reijers, 2016).
However, sustainability in fashion industry is not very well discussed. To have more about
this, we refer the following section.
2http://www.businessdictionary.com/definition/economic-sustainability.html
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2.4 Sustainability in fashion industry
In literature Sustainable fashion does not have a formal definition. For this paper, sustainable
fashion is referred as fashion that is producedconsidering all stages of clothing and taking a
holistic and systematic design perspective that cuts down negative impacts and seeks to
create positive economic, environmental and social effects. Sustainable fashion includesright
practices that are directed to have a positive effect on communities, cultures, societies,
people, other organisms and the environment, to respect and encourage diversity. Sustainable
fashion is therefore defined as “the profitable design, production, distribution, and end-of-life
reuse, recycling, or disposal of fashion that supports circular systems, minimizes negative and
maximizes positive impacts on both society and the natural environment”.
In sustainable supply chain management literature, any models or frameworks to diagnose
sustainability in fashion industry have not been discussed. Authors (Kozlowski, Searcy, &
Bardecki, 2018) find sustainability models are overly conceptual. There
3 Methodology
Methodology used in carrying out the model validation is based on “Building Theories from
Case Study Research” (Eisenhardt, 1989)
3.1 Research Questions:
1. What are the current sustainability trendsin fashion industry?
2. How sustainability is achieved by today’s sustainable company?
3. How sustainability is achieved at product and process level?
4. What is the similarity among various companies approach?
3.2 Case selection:
The cases were selected under the guidance of our supervisors. 18 entities/brands/companies
of fashion industry were selected.
1. Faustine Steinmetz
2. Ecoalf
3. Orange Fibre
4. WRAD
5. Teijin Group
6. Noah Nyc
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7. Orange Thread
8. OuterKnown
9. Haeckels
10. Older Brother
11. Veja
12. Vero Moda
13. BLOCD
14. Knowledge Cotton Apparel
15. Edun
16. Filippa-K
17. Jungmaven
18. DickMoby
3.3 Information collection
For the purpose of this report, information has been collected through internet and companies
website. This has limited our access to information, as no interviews were conducted or sites
were visited.
Although, after the first step, the information gathered was not sufficient enough to conduct
analysis for each select case companies. Therefore, out of 18 companies, 15 companies are
considered for further analysis. Faustine Steinmetz, Jungmaven, BLOCD are not considered
for further work.
Below is the list of websites visited of 15 selected case companies:
1. WRAD: https://www.wradliving.com/.
2. Teijin: https://www.teijin.com/.
3. Outer Known: https://www.outerknown.com/.
4. Filippa-K: https://www.filippa-k.com/int/.
5. Dick-Moby: https://www.dick-moby.com/.
6. Older Brother: https://olderbrother.us/.
7. Noah Nyc: https://noahny.com/.
8. Knowledge Cotton Apparel: https://knowledgecottonapparel.com/.
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9. Haeckels: https://haeckels.co.uk/.
10. Edun: https://edun.com/.
11. Ecoalf: https://ecoalf.com/.
12. Vero Moda: http://www.veromoda.in/.
13. Veja: http://www.veja-store.com/en/.
14. Orange Thread: http://www.orange-thread.com/.
15. Orange Fiber: http://orangefiber.it/en/.
3.4 Information analysis
1. Find out sustainability related arguments from the information collected through
internet.
2. Arrange the arguments according to the points they are hinged around.
3. The arranged data is analyzed.
4. Key outcomes are discussed
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4 Sustainability Review of Case Companies
4.1 Ecoalf
Ecoalf is a fashion/lifestyle brand with prime focus on breakthrough technology to create
quality clothing and accessories made entirely from recycled materials.
At product level:
Ecoalf emphasizes on the quality, technical properties of the product at par with the best non-
recycled products.
Partnership and Collaboration
Swatch Collaboration: Exclusive uniform collection to dress Swatch employees,
made with 100% recycled fabrics.
Starbucks Collaboration: Exclusive products made with recycled coffee available at
Starbucks (currently in Seattle).
COOL Hunting Collaboration: Cool Hunting Edition is a distinctively designed
bold green color and contrasting camouflage - trimmed zipper jacket
Helena Rohner Collaboration: A jewelry collection 100% made from recycled
materials.
Apple: stylish and eco-conscious accessories in partnership with Apple. Cases’
recycled nylon fabric is made from discarded fishing nets.
Barneys New York: Luxury itemscollection, developed with recycled nylon fabric
made from discarded fishing nets.
Process Level:
Circular economy
Plastic bottles
Recycled Cotton
Used Tyres
Discarded fishing nets
Post consumer coffee goods
Wool leftover
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Logistics
Shipping time 1-5 days
Encourage customers:
Ecoalf encourages customers towards sustainability by educating them at more sustainable
fabrics and products in fashion industry. In this way, they are even able to promote their
products.
Collaborations:
Ecoalf Foundation in collaboration with the HAP Foundation carries out projects to
up-cycle the oceans. Primarily, it promotes the selective recovery, recycling and
revaluing of ocean waste in order to prevent its adverse impact on the environment.
They have collaborated with Ministry of Tourism of the Government of Thailand for
coast in Thailand and with Ecoembes for the Spanish Coast, to leave a positive
impression on environment and society.
Prominent decorator Lorenzo del Castillo collaborated with Ecoalf to build a retail
store in Madrid made from recycled materials.
Summary:
Environment Social Economic
Product
level
Sustainable design
Quality at par with
non-recycled
product
Partnership and
collaboration
Swatch
Starbucks
Cool Hunting
Apple
Helena Rohner
Barneys New York
Sustainable design
Quality at par with
non-recycled
product
Partnership and
collaboration
Swatch
Starbucks
Cool Hunting
Apple
Helena Rohner
Barneys New
York
10
Process
level
Circular Economy
Collaboration
Ecoalf Foundation
with HAP
Flagship store in
Madrid
Oceans up-cycling
Include locals in
Thailand and
Spain
Customer involvement
Encourage
customers
towards
sustainable
products
Customer service
Efficient logistics
Table 1Ecoalf Sustainability Practices Summary
4.2 Orange Fiber:
Orange Fiber is an Italian company that creates exquisite sustainable fabrics from citrus juice
by-products.
Orange Fiber is a portfolio company of Fashion Tech Lab. Fashion Tech Lab was founded by
fashion and digital entrepreneur and investor Miroslava Duma.
At product level:
The Orange Fiber Innovation:
Orange Fiber as the name suggests, transform citrus juice byproducts into a sustainable textile
product. Simultaneously, they have been able to maintain beauty, quality of the product.
Strongly linked to Italian heritage:
Orange Fiber proudly presents its link to Italian excellence, which historically has been a
fashion inclined country. Salvatore Ferragamo, is the first fashion to collaborate with Orange
Fiber and employ Orange Fiber fabrics.
Sustainable design:
Company understands the importance of sustainable design values in the fashion industry.
Company targets its products to meet the Luxury 3.0 phenomenon.
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At Process Level:
Continuous Research and development
Company has focused on providing new innovative solutions for sustainable fashion industry.
Company has collaborated with renowned universities to carry out their research and
development.
Food to fashion
As of now it is very much clear that the company procures its raw material from orange peels
and waste, which is their competitive advantage.
Encourage customers
Orange Fiber encourages customers towards sustainability by educating them at more
sustainable fabrics and products in fashion industry. In this way, they are even able to
promote their products.
Summary:
Environment Social Economic
Product
level
Sustainable design
Luxury 3.0
Sustainable fabrics
Orange fiber fabric
Customer involvement
Encourage
customers towards
sustainable products
Continuous R&D
Brand promotion
Linked with
Italian
heritage
Process
level
Continuous research and
development
Waste management
Food waste to
fabric
Customer involvement
Encourage
customers towards
sustainable products
Waste management
Food waste to
fabric
Table 2 Orange Fiber Sustainability Practices Summary
4.3 Wrad:
12
Wrad is a fashion brand, having a vision towards changing the notion of fashion industry as
world’s second most polluting industry. Company was founded by Matteo Wrad, Victor
Santiago, SilviaGiovanardi in 2015.
At product level:
Sustainable fabrics
GOTS (Global Organic Textile Standard) certified cotton. It is GMO free and grown
without using gross pesticides and synthetic fertilizers.
Hemp is one of the strongest and most durable natural fibers existing, which can
produce 250% more fiber than cotton and needs 50% less water using the same
amount of land, is also used to absorb toxic substances and radiations from the
environment.
Beeswax is sourced from an Organic Honey Farm certified by the Soil Organisation
Organic Standards.
Chitosan: a natural polymer obtained from waste generated by the food industry.
Chitosan allows for a drastic reduction in water and energy consumption in the
making of the denim, as well as a considerable cut in the amount of chemicals needed
to finish the fabric.
Innovative product
Graphi-Tee: dyed with no chemical colorants, instead recycled graphite is used with a
traditional Roman dying process.
At Process Level:
Logistics partner:
To deliver logistics solutions respectful of the people and the environment, Wrad partners up
with Arcese group. 95% of its fleet adopt EEVs (Enhanced Environmentally-Friendly
Vehicles)
Encouraging customers:
Wrad encourage its customers towards sustainability by educating them at more sustainable
manufacturing processes in fashion industry. In this way, they are even able to promote their
products.
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Circular economy:
Company emphasize on recycling fabrics, waste and bio-degradable materials.
Sourcing and manufacturing:
The company refrain themselves from Child labor and illegal workforce. All their facilities
are certified and located in Italy and Scotland. Company’s future sourcing plans also include
catalyzing positive change for garment workers around the world.
Summary:
Environment Social Economic
Product
level
Sustainable fabrics
GOTS certified
cotton
Hemp fiber
Natural Beeswax
Chitosan
Innovation
Graphi-Tee
Innovative products
Graphi-Tee
Process
level
Environment management
Efficient use of
resources and
energy
Preventing
soil/water pollution
Circular economy
Recycled fabrics
Sustainable logistics
Partnership with
Arcese Group
Sustainable logistics
Partnership with
Arcese Group
Customer involvement
Encourage
customers towards
sustainability
Visibility over sourcing and
manufacturing
Certified facilities
Circular economy
Recycled
fabrics
Table 3Wrad Sustainability Practices Summary
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4.4 Teijin:
Teijin is a Japanese chemical, pharmaceutical and information technology company. Its main
fields of operation are high-performance fibers such as aramid, carbon fibers & composites,
healthcare, films, resin & plastic processing, polyester fibers, products converting and IT
products.
At product level:
Sustainable Design
Teijin design their products in cooperation with our customers and suppliers, promoting
green purchasing and procurement as well as green transportation. Also, necessary
assessments are conducted at the planning stage, thereby reducing potential risks to human
health and the environment.
Innovative materials and technology
Provide products and services that reduce the environmental impact through
improvement in science and technology.
High-performance fibers such as, carbon fibers & composites polyester fibers
exemplify Teijin’s inclination towards weight saving and increasing fuel efficiency.
Usage of Carbon fibers in the blades of wind power generators facilitates increased
size and power generation efficiency.
Teijin has developed innovative solutions in the field of pharmaceuticals and
healthcare especially in the areas of bone and joints, respiratory, and cardiovascular
and metabolic diseases.
Meta-aramid, para-aramid fibers’ lightweight, strong, cut resistant and other vital
properties are taken advantage of by Teijin to meet the increasing demand of safety
and security in societies and people’s life.
At Process Level:
Environment Safety and Health Management
The Teijin Group established the Group ESH to practice integrated ESH (environment,
safety, health) management by deciding policy, measures and activities regarding ESH
management.
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Also, once a year, ESH audits as well as trainings for employees are conducted.
Efficient use of resources and energy and reduction of environmental impact:
Teijin put efforts in managing biological and chemical substances in compliance with
the related laws and regulations to ensure these substances do not cause damage to the
environment or to the safety and health of people.
Promote products and services that reduce the environmental impact through
improvement in science and technology. Company provides people with appropriate
information and support so that the products are transported, used, and disposed of in
a safe and environmentally friendly manner.
Participate in social activities aiming at conserving the global environment through
education and raising awareness for group employees, and cooperation with local
communities.
In order to meet these commitments, Teijin has the Declaration of Sustainable
Environmental Initiatives.
Environmental Preservation:
Teijin Group carries out various voluntary activities to further reduce the overall
environmental impact of their business activities. These include efficient use of energy and
various resources, minimizing chemical substance emissions, managing/reducing waste,
preventing soil and groundwater pollution, and conserving biodiversity. Teijin Group
complies with ISO 14001 Certification norms.
Compliance and Risk Management (CRM):
Chief Social Responsibility Officer reviews the CRM activities (Law Violations and
Occurrence of Accidents) for the previous calendar year of business.
Human Resources Management and Labor CSR:
Teijin works with a basic human resources policy to improve employees' quality of life
(QOL) by practicing the philosophy of "Empowering Our People." Company has several
policies to target this vision such as Teijin Group Medium-to Long-Term Personnel Plan,
Human Resources Development and Training, Measures to Promote Work-Life Balance etc.
16
Summary:
Environment Social Economic
Product
level
Sustainable design
Stakeholders
involvement at PD
stage
Energy efficient
designs
Innovative Material
High performance
fibers
Sustainable design
Innovative
technology in the
field of healthcare
and safety &
security.
Stakeholders
involvement in
product
development
Sustainable design
Energy
efficient
designs
High
performance
material
Process
level
Environment management
Efficient use of
resources and
energy
Environment preservation
Preventing
soil/water
pollution
Compliance with
ISO 14001
Certification
Social contribution
Education and
raising awareness
for group
employees
Cooperation with
local communities
Social reporting
Compliance and
Risk Management
(CRM)
Human Resources
Management and
Labor CSR
Efficient processes
Efficient use of
resources and
energy
Stakeholders
involvement
Distribution of
added value to
stakeholders
Table 4 Teijin Sustainability Practices Summary
4.5 Noah NYC:
Noah is an American men's clothing brand founded by Brendon Babenzien, based out of its
flagship store on 195 Mulberry St. in Soho, New York City. The company is into streetwear
and classic tailoring with a focus on sustainable and ethical manufacturing practices.
17
At product level:
Sustainability has been considered the business strategy and is their competitive advantage.
Noah has a futurologist vision towards environmental and social issues.
“We need to set the record straight: Noah is not a sustainable
company.”
Sustainable design:
At functional level Noah emphasises on Sustainable designs. Beside cost and environmental
effective designs, company gives social sustainability dimension to their products by
scripting the logos on t-shirts touching upon contemporary social, religious issues.
E.g. their meek tee: sending a message of peace and unity instead of strife, winged foot to
symbolize the spirit of athletics, save the children logo etc.
“We encourage people to buy clothing of better quality that will last,
rather than buying more of what is in fashion.”
Noah has a sustainable approach which incorporates into company’s commercial strategy.
Stakeholder integration:
Noah tries to be integrated with their suppliers and customers as well. It is evident from their
website that Noah encourages their customers to use their products in a specific way by
educating them about the advantages of changing the way of using them. This is a sign of
proactive and predictive perception towards environmental issues.
“We put integrity above trends, and try to work exclusively with
suppliers and manufacturers who treat workers fairly.”
At process level:
Circular economy:
Using recycled materials and Minimal Packaging make them eco-conscious brand. E.g.
recycle cashmere.
“We feature recycled materials in things we make. We are actively
looking for ways to make our packaging less wasteful.”
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Sourcing:
The company sources fabrics from countries with decent environmental laws and works with
artisans in countries with fair labour practices.
Sourcing from countries with decent environmental laws helps Noah comply with
environmental laws. Including artisans help them optimize their production cost and also add
social dimension to their process.
Social issues:
Donate to the Sea Shepherd Conservation society checkout page when you make a purchase.
These donations are a way to provide direct support to sea protector personnel.
“We donate to numerous causes we believe in.”
Summary:
Environment Social Economic
Product
level
Sustainable design Sustainable Design
Logos
Messages
Stakeholder involvement
Suppliers and
customers involvement
at various levels
Add value by involving
skilled artisans and in
return help the artisans
showcase and sell their
skills.
Sustainable design
Process
level
Circular Economy
Recycled
Cashmere clothes
Minimal
Packaging
Sourcing
Social Issues
Donation to Sea
Shepherd Conservation
society
Stakeholder involvement
Suppliers involvement
Circular Economy
Recycled
Cashmere
clothes
Minimal
Packaging
19
Sourcing from
decent
environmental
laws countries
at various levels
Encourage people
towards sustainability
issues
Table 5 Noah NYC Sustainability Practices Summary
4.6 Orange Thread Red group:
Orange Thread Red group is contract furnishing. The company has several brands which are
listed as following:
KI: Furniture for higher education, K-12, healthcare, commercial, and institutional
environments.
Nevins: line of conferencing, training, and dining tables, as well as public seating and
accessories for lounge settings.
Scale 1:1: Furniture, designed, developed and made in Los Angeles, with many
custom options.
Symbiote: Furniture specializing in lab environments.
Interstuhi: supplying top of the line ergonomic seating solutions around the globe.
TenJam
Palmer Hamilton
MedViron
Pallas
Camira
All these brands follow a similar approach towards sustainability. The three pillars of
sustainability for the company are discussed here. Orange Thread have focused on
minimizing the waste with least carbon footprints. They have been working closely with their
suppliers and customers to develop processes to identify various strategies that make it
possible to utilize available resources to their best advantage. For instance, they incorporate
renewable and recyclable materials, such as bio-based foam or recycled aluminum
framework, in close to all of their products.
There are few ways are being pointed out as if to know how sustainability is achieved
At product level:
20
Raw materials that have a positive and/or minimal impact on the environment.
Brands such as KI, Symbiote, TenJam Focus on development of products that
constitutes the largest percentage of recycled content and those which can be
easily repaired, disassembled, and recycled.
Sourcing of suppliers, vendors and alternative options that offer the largest
percentage of recycled content, utilizing both pre-consumer and post-consumer
constituents.
Employment for disabled.
Customer involvement in product development
Employee engagement, community support, corporate ethics, health and safety of
employees, educating itself and its employees on inclusiveness and other aspects
of social responsibility.
Future prospects:
Design for the Environment:
During the feasibility stage and the business plan stage, brands such as KI plan to
consider various elements as part of the design process to improve products’
recyclability and biodegradability, to minimize energy and water use, and to
reduce the environmental impact at the end of the standard life cycle.
Design for Durability and Non-Obsolescence:
To ensure that all products have a long and useful life; can withstand repeated
service, repair, and handling; and have standardized product parts and components
available to facilitate maintenance, servicing and reassembly
Harmful Chemicals:
Almost all Orange Thread brands are dedicated to minimize the impact of harmful
chemicals associated within its manufacturing processes and products..
At process level
Regular review of manufacturing facilities and improve the processes to be more
environmentally friendly, including such things as painting processes, adhesives,
metal cleaning, finishes, and packaging.
21
Water Management. Orange thread brands continue to implement reductions in its
annual water consumption. This has encouraged OT to modify and improve its
manufacturing processes and implementing water efficiency technologies.
Transportation.
KI have a Smart Way certified fleet and utilizes only Smart Way certified carriers.
To lower the maintenance costs KI has an anti-idling policy in place stating that
no diesel engine should idle for longer than five minutes, except by exception. By
doing this.
Energy Conservation
Interstuhl, KI’s environmental mission involves efforts to minimize the embodied
energy in its raw materials and to conserve energy in its manufacturing processes,
its products and its transportation. Through a continuous improvement process, KI
strives to advance energy efficiency, reduce cost, optimize capital investment,
reduce environmental and greenhouse gas emissions, and conserve natural
Summary:
Environment Social Economic
Product
level
Product Design
Products for
longevity
Recyclable
components
Material Selection
Durable
Easily repairable
material
No/minimum
harmful chemicals
Supplier base
optimization
Smart Way certified fleet
Water Management
Corporate Social
Responsibility
Customer interests
Community
involvement
Sustainable Product
Design
Products for
longevity
Recyclable
components
Quality
products and
services
Material Selection
Durable
Easily
repairable
material
Smart Way certified
fleet
Process
level
Design for Environment
Environment
friendly processes
Energy
Conservation
Solid Waste
Management
Water
Corporate Ethics Policy
Employees receive
training with regard to
KI’s position on basic
ethical issues
Insider Trader policy
Restricted/No
information trading by
Circular Economy
Recycled
Cashmere
clothes
Minimal
Packaging
Supplier
base
optimization
22
Management
Smart Way
certified carriers.
employees
Financing and
organization of a
relief fund for
employees in need
Process reviews
Track of key
financial
indicators.
Table 6 Orange Thread Sustainability Practices Summary
4.7 Outerknown:
Outerknownis Los Angeles-based men’s clothing brand. The company is backed by the
Kering Group (owners of Alexander McQueen, Balenciaga, Gucci, Puma, Volcom, Saint
Laurent Paris and more) to blend high-fashion with surf wear.
Outerknown involves skilled community (artisans) from various parts of the world to make
cloths, fishing nets and other textiles. This has leveraged them to build a sustainable supply
chain by taking a systemic approach towards social (esp. labour) and environmental
challenges in different sourcing countries.
“We're committed to lowering our impact on the environment, and
empowering the communities where we live and work.”
They work to enhance the transparency of their manufacturing processes and reveal ethical
and moral issues in the mass production of both food and textiles. Let us discuss in detail how
sustainability is their prime competitive advantage.
Blue design:
Blue Design is a sustainable textile production solution to monitor chemicals, water usage
and waste in the processes. OuterKnown has involved their partners to follow the standards
and even assist the chain as a whole.
Occupational health & safety – improve working conditions
Resource productivity – sustainable use of energy and raw materials
Consumer safety – responsibility to people and environment
Air emission – less air pollution for a better climate
Code of Conduct:
23
OuterKnown work on core values by involving their partners. To make sure that these codes
are being followed, independent monitors are built into the process. All their partners operate
in legal and cultural environment.
Fair Labor:
As a company OuterKnown show strong commitment towards FLA Workplace Code of
Conduct, Principles of Fair Labor, and Responsible Sourcing throughout their entire supply
chain. To help the workers get paid a fair wage, given appropriate time off and provided with
clean working conditions free from discrimination. Incidentally, OuterKnown are the first
among to join Fair Labor, before even selling their first product.
Manufacturing Community:
OuterKnown involves farmers, artisans, textile manufacturers in their chain. For example,
Bergman Rivera, supply organic cotton for Sojourn tees. Bergman Rivera manages this
supply chain, from the organic cotton fields to our finished tee that’s sewn at Serflex
Similarly, Chen Feng makes apparel, jackets, woven shirts, Blanket Shirt and bottoms. They
are the first supplier to join the Fair Labor Association.
Smart Shirts: woven shirt manufactures, SoCal: producer of knits and wovens, World Textile
Sourcing: Alpaca sweaters.
World Textile Sourcing carries out grassroots community betterment projects such as Tierra
de Ninos program (Land of Children). Tierra helps the new generation of indigenous
disenfranchisement from their traditions and customs.
Summary:
Environment Social Economic
Product
level
Blue design
Sustainable use
of raw materials
Suppliers involvement in
PD
Manufacturing
community
Consumer safety
Suppliers involvement in
PD
Manufacturing
community
Process
level
Blue design
Sustainable use
of energy
Social Issues (with
suppliers’ assistance)
Assist the workers
to buy homes
Grass-root
community
Blue design
Limited resources
implies Cost
efficiency
24
betterment projects
e.g. Tierra de Ninos
Fair labor
Stakeholder involvement
Code of conduct
Blue design
Occupational health
& safety – improve
working conditions
Table 7 Outer Known Sustainability Practices Summary
4.8 Haeckels:
Haeckels is a natural fragrance and skin care brand, founded by film maker Dom Bridges in
2012 at Margates coasts.
At product level:
Natural product
Simple hand crafted products, produced from locally grown botanicals.
Company holds one of only two licenses in England to harvest seaweed from the
English coast.
At Process Level:
Natural Process:
Products are formulated in lab situated in Margate coast. The products are tested on
humans (Heackels employees), not on animals.
Thalassotherapy treatments: Therapy done using ocean water, seaweed, ocean mud
and marine minerals.
Marine Conservation:
Company has strong commitment towards conserving the sea. Company participates with the
local community and organize beach cleans, also takes part in marine conservation surveys.
Raise Sustainability awareness:
Haeckels post various journals and articles to raise environmental sustainability awareness.
25
Summary:
Environment Social Economic
Product
level
Natural products
Locally handcrafted
natural products
Natural products
One of two Seeweed
harvest licenses
holders in England
Process
level
Environment management
Responsible for
marine
conservation
Natural processes
Products are not
tested on animals
Thalassotherapy
Marine conservation.
Raise social
awareness through
articles and journals
Local sourcing
Natural processes
Table 8Haeckels Sustainability Practices Summary
4.9 Older Brother:
Older Brother, founded by Bobby Bonaparte and Max Kingery is a clothing Brand in Los
Angeles. Company has been working with eco-conscious textiles, natural dyes.
At product level:
Raw Material selection
Usage of eco-conscious textiles (organics to renewable plant-based synthetics).
Sustainably Grown California Cotton
Highquality fiber, both Pima and Acalavarieties.
Naturally dyed garments
Hand-dyed garment free of heavy metals, salts, and toxins.
Contemporary design
Company understands the importance of sustainable design values in the fashion industry.
At Process Level:
Sustainable Cotton Project’s farm program
Under this program, experts provide support and guidance to farmers at UC IPM and UC
Cooperative Extension, to implement biologically based practices, which protect the land, air
26
and water resources in the region. The fiber that these farmers produce as part of SCP's
program is called Cleaner Cotton.
Company gets a premium, which is paid directly to the farmer to help support the practices of
eliminating the 13 most toxic chemicals used in conventional cotton cultivation in California,
reducing toxicity in our air, soil and watersheds.
Summary:
Environment Social Economic
Product
level
Sustainable design
Contemporary
design
Sustainable fabrics
Naturally dyed
garments
renewable plant-
based synthetics
Suppliers involvement
Sustainable
Cotton Project’s
farm program
Sustainable design
Highquality fiber
Contemporary
design
Process
level
Natural dying process
Suppliers involvement
Sustainable
Cotton Project’s
farm program
Waste management
Food waste to
fabric
Table 9 Older Brother Sustainability Practices Summary
4.10 Veja
Veja is a French brand of ecological and fair trade footwear and accessories. Veja works with
cooperatives of small producers and social associations in Brazil and France.
At product level:
Raw Material selection
Sustainably Grown Cotton
Highquality Rubber.
At Process Level:
Collaboration with suppliers
Direct purchase from farmers.
VEJA works with NGOs that provide support to cotton producers.
27
Agroecology
Our organic cotton is grown by farmers that have adopted agro-ecological methods.
Agroecology consists in making the soil richer than it was before cultivating it
Efficient purchasing
Rubber is bought in the Amazon forest, directly from seringueiro communities.
Innovative Rubber yielding
Technique used to yield rubber with a higher purity level, does not suffer from oxidation, and
ensures a greater elasticity. This process helps rubber producers generate better revenues as
they sell a semi-finished product. It therefore reduces the financial incentives of
deforestation.
Recycling
Plastic bottles, cotton recycled from textile industry cuttings, recycled polyester.
Fish leather: thrown away fish leather in freshwater fish farms
Recycled cotton to make shoes
Summary:
Environment Social Economic
Product
level
Sustainable design
Contemporary
design
Sustainable fabrics
Organic cotton
High Quality
rubber
Sustainable design
Highquality
cotton/rubber.
Contemporary
design
Process
level
Innovative process
Agro-ecology
Innovative rubber
yielding
Circular economy
Plastic bottles
Cotton
Fish Leather
Polyester
Suppliers involvement
Direct purchasing
from local
communities in
Brazil.
Support producers
in assistance with
NGOs.
Sustainable process
Agro-ecology
Circular economy
Plastic bottles
Cotton
Fish Leather
Polyester
Table 10Veja Sustainability Practices Summary
28
4.11 VeroModa:
VERO MODA is a clothing brand for young women. Brand was launched in 1987 with
emphasis on quality and affordable price at on-trend women clothes
At product level:
Raw Material selection
Sustainably Grown Cotton
Highquality Rubber.
At Process Level:
Customer involvement
Collaboration with Danish Red Cross promote the message to our consumers that used
textiles are valuable resources and not waste. the ‘SmidTøjet’ (Drop Your Clothes’)
campaign that aimed at collecting as much used clothes as possible for either resale or, if in
poor conditions, recycling.
Animal care:
Animals from which materials are derived are treated humanely and according to
animal welfare laws and recommendations.
They don’t test their products on animal.
Recycling
Polyester made from used plastic bottles
Recycled cotton made from old jeans
Summary:
Environment Social Economic
Product
level
Sustainable design
Contemporary
design
Sustainable fabrics
Organic cotton
High Quality
rubber
Sustainable design
Highquality
cotton/rubber.
Contemporary
design
29
Process
level
Animal Care
Compliance with
animal welfare
laws
Products are not
tested on animals
Circular economy
Plastic bottles
Cotton
Fish Leather
Polyester
Customer involvement
Danish Red Cross
collaboration
SmidTøje
Circular economy
Plastic bottles
Cotton
Fish Leather
Polyester
Table 11 Vero Moda Sustainability Practices Summary
4.12 Knowledge Apparel:
Knowledge Cotton is a Danish menswear brand founde in 1969 by JørgenMørup, together
with his father in the city of Herning.
At product level:
Raw Material selection:
Knowledge cotton garments follow Global Recycle Standard (GRS) that means their
garments are made with 50% of the recycled materials.
Sustainably Grown Cotton:
Recycled polyethylene terephthalate from plastic bottles
Partnership:
Company partners for long terms with various OTS, GRS and CSR-certified suppliers. At
product level, focus is on quality of products, attention to detail
At Process Level:
Environment management:
No use of chemical fertilisers, pesticides and defoliants.
Resource utilization
As of 2017, 15% of products are made with carbon neutral factories.
30
Social issues
Company follows Fairtrade. They emphasize on securing the rights of, marginalised
producers and workers. Company follows other international standards, such as BSCI,
SA8000 for social issues. Knowledge apparel takes strong measures against child labour.
They make sure workers are paid enough to make sure their children are not involved in any
labour work.
Partnership:
Company partners with various OTS, GRS and CSR-certified suppliers. At processt level,
focus is on quality of efficient processes.
Summary:
Environment Social Economic
Product
level
Sustainable fabrics
Organic cotton
Latest technology
involvement
Sustainable design
Highquality
cotton.
Latest
technology
involvement
Process
level
Environment management
No use of
chemical and
fertilizers
Resource utilization
Carbon neutral
factories
Partnership
OTS, GRS, CSR
certified suppliers
Social issues
Fair trade
BSCI
SA8000
No child labour
Resource utilization
Efficient
energy usage
Partnership
OTS, GRS,
CSR certified
suppliers
Table 12 Knowledge Apparel Sustainability Practices Summary
4.13 Edun
EDUN is a fashion brand founded by Ali Hewson and Bono in 2005. Company’s prime
focus is to promote trade in Africa by sourcing production throughout the continent.
At product level:
Raw Material selection:
31
Organic material
Biodegradable quality
New and evolving materials
Partnership:
Long-term commitments with artisans, manufacturers
Community-based initiatives
At Process Level:
Environment management
Sourced from mills that minimize their impact on the environment.
Usage of solar energy
Less pesticide
Summary:
Environment Social Economic
Product
level
Sustainable fabrics
Organic material
New evolving
materials
Sustainable design
Highquality
product
Latest
technology
involvement
Process
level
Environment
management
No use of
chemicals
Usage of solar
energy
Resource utilization
Sourced from
mills with
minimum impact
on environment
Partnership
Commitments with
artisans
Community based
initiatives
Resource utilization
Efficient
sourcing
Partnership
Table 13Edun Sustainability Practices Summary
4.14 Filippa K:
Filippa K is a Swedish clothing company, founded in 1993 by FilippaKnutsson.
At product level:
Raw Material selection
Increasing usage of natural fibers over synthetic.
32
Wool evaluation: The environmental impact of wool with TruCost using Natural
Capital Accounting is evaluated.
Recycled polyester from pet bottles
Collaboration
Collaboration with Stora Enso to create a network for regenerated cellulosic fibre-
based textiles value chain.
At process Level:
Corporate social responsibility
Filippa K educates its customers to take good care of the garments so that the
garments can become the long-lasting.
Fair labor
Diversity
Gender equality
Personal development
Training etc.
Collaboration
Filippa K collaborates with various NGOs, through different initiatives to develop
innovative work practices.
3PL: Company’s transports are handled by a third party and a sustainability strategy is
decided while making procurement to find transport alternatives that are more
environmentally friendly.
Resource utilization
Filippa K participates in a water initiative called Sweden Textile Water Initiative (STWI).
STWI is a joint project between a number of textile and leather retail companies in Sweden.
The companies work together to ensure sustainable water consumption within the textile
industry.
Carbon emission measurement
Performance level in terms of the amount of CO2 released per distance travelled (in tonnes
per kilometre) is measured
Other efforts in reducing carbon footprints are usage of LED lights, environmentally certified
fuel, smart packaging solution, minimize waste.
Summary:
Environment Social Economic
33
Product
level
Sustainable fabrics
Recycled fabric
renewable plant-
based synthetics
cellulosic fiber-
based textiles
Stakeholders involvement
Encourage
customers to use
the product in a
specific way.
Sustainable design
High quality fiber
Contemporary
design
Process
level
Resource utilization
Sweden Textile
Water Initiative
(STWI)
Carbon emission
measurement
Environment
certified fuel
3PL
Circular economy
Smart packaging
Stakeholders involvement
Encourage
customer
Fair labor
Collaboration
NGOs
Stakeholders involvement
Food waste to
fabric
Resource utilization
3PL
Table 14Filippa K Sustainability Practices Summary
4.15 Dick Moby:
Dick Moby is an Italian handmade bio-based and recycled acetate eyewear and sunglasses
brand. Company was founded in 2012.
“Exploring the sunny side of plastic”
At product level:
“Our mission is to reduce plastic pollution.”
Sustainable materials:
Recycled Acetate: process acetate waste into our black frames
Bio-based acetate: For non black-colored frames bio-based acetate is used which is
made without crude oil or toxic plasticizers.
Microfiber cleaning cloths are recycled from PET plastic bottles. 1 cloth is made of
approximately 7 used plastic bottles.
34
Recycled leather hard case, packaging made out of thick and sturdy recycled
cardboard.
At Process Level:
Circular economy:
Plastic bottles
Acetate waste
Leathers, Cardboard
Encourage customers:
DickMoby encourages customers towards sustainability by educating them at more
sustainable fabrics and products in fashion industry. In this way, they are even able to
promote their products.
Collaborations:
Collaboration with the department store Colette in Paris.
Summary:
Environment Social Economic
Product
level
Sustainable materials
Bio based acetate
Recycled leather
Sustainable product
Quality at par with
non-recycled
product
Sustainable design
Quality at par with
non-recycled
product
Process
level
Circular Economy
Collaboration
Department store
Colette in Paris
Customer involvement
Encourage
customers
towards
sustainable
products
Partnership and
collaboration
Customer service
Efficient logistics
Table 15 Dick Moby Sustainability Practices Summary
35
5 Information Analysis
5.1 Environment Pillar
5.1.1 At product level:
5.1.1.1 Sustainable product and design
At product level, companies like Orange Thread, Noah and other companies focus on
developing long lasting durable products and maintaining their quality. In turn, their
products have the minimal impact over environment.
Companies such as Orange Fiber follow Luxury 3.0, and Outer Known have Blue designs to
keep them highly environmental protective.
5.1.1.2 Partnership and collaboration in NPD
Not many of the companies showed the involvement of suppliers or customers in product
development. Outer Known is the only company to have explicitly presented the information
of involving the suppliers in NPD. Teijin group actively involves its stakeholders during New
Product Development. This shows that fashion industry does not require suppliers to involve
its stakeholders at product level due to a probable platform NPD approach in fashion
industry.
5.1.1.3 Circular Economy
This is the prime focus of today’s sustainable fashion and luxury companies. Almost every
company makes its raw material available from variety of used material such as plastic
bottles, polyester, leather, cotton.
36
Figure 2 Macro trend in fashion industry- Environment Pillar
Note: % signifies that what percentage of companies out of 16 case companies work on
particular trend.
5.1.2 At Process level
5.1.2.1 Efficient resource utilization
Most of the companies use their resources efficiently, as evident from the figure. Noah has
openly admitted of using the low quality packaging material or packaging at all just to
improve environmental sustainability. Older brother naturally dyes their products, implies no
chemical disposal. Many other case companies are actively involved in optimizing the energy
and other resource utilization.
5.1.2.2 Environment Management
Companies actively carry out programs to maintain the environment they are utilizing. Ecoalf
has program to look after marine life with their programs Ocean Up cycling. Teijin group
complies with ISO 14001. Noah NYC sources from decent environmental laws countries.
38%
19%
100%
25%
44%
100%
19%
Sustainable design
Partnership and collaboration
Circular Economy
Collaboration/ Partnership
Environment Management
Resource utilization
Animal welfare
Pro
du
ct L
evel
Pro
cess
lev
elEnvironment Dimension
37
Other examples: Orange thread’s water management program, Haeckel’s Marine
conservation program etc.
5.1.2.3 Collaboration and Partnership
Ecoalf has collaborated with HAP foundation to carry out Ocean Up cycling projects also,
partners few flagship stores in Madrid.Wrad closely works with its third party logistics.
However, such practices are not seemingly very popular for this segment. See figure.
5.1.2.4 Animal Welfare
Haeckels and Vero Moda don’t test their products on animal while Knowledge complies with
animal welfare laws.
5.2 Social Pillar
5.2.1.1 Product design
At social dimension of sustainability, not many companies are as innovative as Noah is. Their
meek tee, winged foot are designed to send the social messages.
5.2.1.2 Stakeholders perspective and involvement
All the companies involve either their suppliers or customers at product and process level.
Noah has artisans to produce for their brand. Outer Known has products which are safe to
use, and doesn’t harm the users. Older Brother works with farmers to improve their
processes. Almost every company encourages their customers to use sustainable products.
5.2.1.3 Social issues
Many companies work on social issues by making donation or carrying out projects. E.g.
Noah donates to Sea conservation society, Haeckels works on raising marine conservation
awareness. Outer Known makes sure of fair labour.
38
Figure 3Macro trend in fashion industry- Social Pillar
Note: % signifies what percentage of companies out of 16 case companies work on particular
trend.
5.3 Economic pillar
5.3.1 Product level
5.3.1.1 Product and its design
Almost all the companies have a focus on providing high quality and modern design
products. Outer Known even allows its suppliers to participate in product development.
5.3.1.2 Circular economy
Companies cut down the production cost by utilizing recycled raw material. Companies make
sure that quality is not marred with this option. Orange thread makes sure their products are
durable.
5.3.2 At process level
5.3.2.1 Partnership and collaboration
Seemingly not many companies have worked on collaboration and partnership to have
economic advantage. Wrad closely works with its third party logistics to optimize distribution
costs. Haeckels have Seaweed harvest license, gives them a huge competitive advantage and
almost have a duopoly.
6%
100%
41%
Design
Stakeholder Involvement
Corporate social resposibility
Social Pillar
39
5.3.2.2 Resource utilization
Almost every company emphasizes on efficient resource utilization. Knowledge cotton claim
to use or going to use latest technology for various processes. Haeckels get all their raw
ingredients from the very place they are situated at. Orange thread has Smart way certified
fleet.
Figure 4 Macro trend in fashion industry- Economic Pillar
Note: % signifies that what percentage of companies out of 16 case companies work on
particular trend.
44%
50%
25%
100%
Product and its Design
Cicular Economy
Collaboration/ Partnership
Resource utilization
Pro
du
ct L
evel
Pro
cess
Lev
el
Economic pillar
40
6 Conclusion
This study demonstrates fashion producers' growing awareness and knowledge about
sustainable fashion manufacturing and supply chain. The study proposes the group of
trending practices at macro level may encourage other companies and industry to strategize a
systematic pathway towards sustainability.
The list of sustainable macro trends in fashion industry is tabulated below.
6.1 Macro trend
Environment Social Economic
Resource utilization Corporate Social
responsibility
Resource utilization
Sustainable design Stakeholder involvement Collaboration and
partnership
Partnership and collaboration Product Design Circular economy
Circular economy Sustainable product and its
design
Environment Management
Animal Welfare
Table 16 Macro trends in sustainable fashion industry
6.1.1 List of practices:
Here is the summary of the practices companies carry out to meet out the requirements of
three pillars of sustainability.
Resource
Utilization
Carbon emission measurement
Environment certified fuel
3PL
Agro-ecology
Circular
economy
Organic fabrics
Recycled polyester or other polymers
food to fabric
41
Certified fabrics
Partnership and
collaboration
With big brands like Swatch, Apple etc.
NGOs
Artisans
Projects with farmers
Environment
management
Waste management
preventing soil pollution
Marine conservation
Agro-ecology
Corporate
Social
responsibility
Donation
Fair trade
No child labor
Compliance with various internal and external social standards
Stakeholders
involvement
Encourage customers to use products in specific way
Raise social awareness
Innovative
designs
Follow standards like luxury 3.0
Animal Welfare Products not tested on animals
Table 17 List of practices
The current work can drive initiatives to examine how less sustainability focuses
companies conceive value and help them how to measure and include environmental
and social value in their business model.
For enterprises with business models based on well-built form sustainability logic, the
work could be useful into their effort to construct scalability and responsiveness to
dynamic fashion styles into their enterprise and customer value propositions. The
work could be helpful in building business models, by assisting cognitive mapping
methodology and the value they aim to create and capture.
42
6.2 Future scope:
Further work may require the investigation of proposed arguments and test the
suggested propositions.
Future work could also consider quantitative surveys, interviews of decision makers
in these fashion companies, and understand their operating business models. The
enhancedproposal could be incorporated in weak sustainable companies.
43
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