The fashion and lifestyle industry has reached the point of no return where not even the trends that fill shop windows season after season can hide the crisis of values in which the sector and its followers find themselves.
The data speak for themselves –I assume that I am not revealing anything new to those who have got as far as this point, but it is always a good idea to remind the scatter-brained among us 😉– .
Today, fashion is the second most polluting industry in the world after petrol. It generates 10% of gas emissions and 20% of water pollution. It accumulates tonnes of waste and squanders 1.5 trillion tonnes of water per year, depleting stocks of natural resources.
Fast fashion and the low-cost industry are not supported by sales, but by cheap labour in countries such as China, Bangladesh, India, etc., where a decent wage does not represent even a fifth of what would be considered a decent wage and where millions of children are forced to work.
Today we consume 5 times more than what our grandparents consumed, we spend millions of euros every year throwing away clothes that we could continue using, making it waste, and, if we continue in this way, we will end the world sooner rather than later.
But among these dark clouds that seem to be cast by a marvellous sector that throughout its history has been the creator of dreams and identities, a participant in great social changes and that has become, on numerous occasions, an escape route for hedonism and good taste, a gap is now opening to let in the light thanks to the next generation brands.
That is what we like to call our
So we only join forces with brands with a collective conscience that work with principles of sustainability and social well-being. Brands that are created with the values that today’s society pursues – or should pursue. Aware of the need for change. Brands that bring value to the next generations with lifestyles and garments that bear in mind the aspirations of today’s target audience, without compromising others’ rights or the capacity of the planet, and that guarantee a balance between economic growth, the environment and social well-being.
Now that it seems there are brave people with talent, heart and awareness who work with meaning, let’s join forces, let’s generate hope and let’s win the battle of the sector.
LET’S START AT THE BEGINNING
Are you a brand or are you considering creating your own business based on sustainable culture?
Contact with DRA.HÖPE’S and begin to build an inspiring future for your business, and for the world.
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