POLITECNICO DI MILANO€¦ · POLITECNICO DI MILANO via Lambruschini, 4/b, 20156,Milano, Italy Phone: +39 02 2399 3620 Fax: +39 02 2399 2730 Website: CERTIFICATE

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)

http://www.polimi.it/

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product becomes outdated.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

2

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

4

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

5

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

6

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/.

7

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

8

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

9

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.

11

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:


Product

level

Sustainable design

Luxury 3.0

Sustainable fabrics

Orange fiber fabric


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


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.

13

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:


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


Encourage

customers towards

sustainability

Visibility over sourcing and

manufacturing

Certified facilities

Circular economy

Recycled

fabrics

Table 3Wrad Sustainability Practices Summary

14

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.

15

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:


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


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:


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


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:


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:


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


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:


Product

level

Natural products

Locally handcrafted

natural products

Natural products

One of two Seeweed

harvest licenses

holders in England

Process

level


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:


Product

level

Sustainable design

Contemporary

design

Sustainable fabrics

Naturally dyed

garments

renewable plant-

based synthetics


Sustainable

Cotton Project’s

farm program

Sustainable design

Highquality fiber

Contemporary

design

Process

level

Natural dying process


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:


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:


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


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:


Sustainably Grown Cotton

Highquality Rubber.

At Process Level:


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:


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


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:


Product

level

Sustainable fabrics

Organic cotton

Latest technology

involvement

Sustainable design

Highquality

cotton.

Latest

technology

involvement

Process

level


No use of

chemical and

fertilizers


Carbon neutral

factories

Partnership

OTS, GRS, CSR

certified suppliers

Social issues

Fair trade

BSCI

SA8000

No child labour


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:


Sourced from mills that minimize their impact on the environment.

Usage of solar energy

Less pesticide

Summary:


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


Sourced from

mills with

minimum impact

on environment

Partnership

Commitments with

artisans

Community based

initiatives


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:


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.


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:


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


Sweden Textile

Water Initiative

(STWI)

Carbon emission

measurement

Environment

certified fuel

3PL

Circular economy

Smart packaging


Encourage

customer

Fair labor

Collaboration

NGOs


Food waste to

fabric


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:


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


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


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


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


Resource utilization Corporate Social

responsibility


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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