Sustainable recharging
Topics that may seem obvious, but are currently of fundamental importance are those of sustainability, renewable energy and recycling.
On the eve of a new strategy announced by Ursula von der Leyen on solar energy, which will be unveiled next week, not only to reduce the disproportionate energy costs caused by the current war, but also to make our consumption more sustainable, we note that the world of Fashion is also trying over the years to have a sustainable approach and to involve and stimulate consumers towards a more conscious thought.
There are several ways to make Fashion sustainable: companies are committed to using recycled materials, inviting the consumer to take care of the product and giving detailed washing instructions, offering storage and/or collection and recycling services for used items, and not only for the big brands, but also for fast fashion, such as H&M. The aim is to extend the life cycle of products, avoiding waste and the continuous compulsive need to buy new clothes or accessories.
Then we have the Vintage market, which is becoming increasingly popular today and is set to exceed 50 billion by 2023 (source: Il Sole 24 ore). Over the course of about a decade, thousands of shops have sprung up for the resale of second-hand clothes and accessories, but sometimes also new ones with tags, as well as many online sales platforms, such as Vestiaire Collective, on which we have all, let's admit it, glanced in search of some crazy deal.
On the other hand, the new consumer is also playing its part: GenZ as never before is questioning its own consumption habits and looking for sustainable and eco-friendly alternatives in fashion consumption.
Let's take a look at the countries that are best at following this trend towards sustainability: the USA "wins" thanks to the placement of three brands in the top three positions of the ranking, namely Patagonia, Levi's and The North Face. In general, however, after the podium that sees only the USA as the protagonists, most of the brands with a better approach to sustainability are European, such as Lindex (Sweden) and Burberry (UK), but we have excellent news also for Italy, which conquers an excellent position thanks to OVS, which uses 65% recycled fabrics and Gucci, which has introduced the Equilibrium portal, dedicated to providing updates on its social and environmental best practices, the collection in recycled materials Off the Grid and the project of recovery and creative use Gucci Up.
In addition, in the last week we have seen, on 22 April, with World Earth Day, how many companies in the Fashion World have come out to promote the theme of sustainability and we will talk about this in our next appointment!
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