Why sustainability?

by Anna Cañadell

By 2030, resources equivalent to two planets will be needed to satisfy humanity’s irresponsibility. This contrasts with the current situation of the fashion industry: it generates 1.3 trillion annual profits and, at the same time, it is the second most polluting on the planet, after oil industry. Every year 80,000 million garments are consumed worldwide and, on average, each person buys 60% more clothes than 16 years ago, and keeps them half of the time.

But the sector won’t be able to keep these figures for long. Consumers are increasingly aware of the impact of their consumption and brands are beginning to understand that they need to introduce sustainability into their business, not just their story. In recent years the planet has been digitized and fashion has become the second sector in online sales. In addition, this industry has shown great agility and adaptability to change: what happened in 50 years before, now happens in just five.

But the consumer demands more. Not only does he demands to be able to buy products online in a single click from his mobile phone, but he also wants personalization, affection, emotion and above all to feel that with the purchase he is making a positive action by buying products that are respecting the environment.

There is no doubt that the textile industry is going through a fascinating, challenging time with fast, very fast changes. We are not in a time of change, but in a change of era. Where companies go from being valued for their assets to be valued for their potential to understand consumers as customers.

The tendency to sell sustainable products or collections is a reality. Major brands such as Mango, Inditex, H&M, C&A, have been researching and increasing the production of their most sustainable collections for years.

But there are many reference brands that explain their values in a brilliant way. Such as Ecoalf, Everlane, Filippa K, Stella McCartney, and all of them apply the value of responsibility and sustainability in the whole of their brand, which creates a connection with the customer in a very direct way.

Without any doubt, brands that do not start to seriously apply sustainability and transparency will lose market share. Transparency is not the end; it is the means. For this reason, as Co-Founder of BCOME, I am committed to transparency and traceability as the key value of any brand. And encourage consumers to become aware and ask themselves how each garment has been made.

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