The United Nations set the trigger while announcing the seventeen ‘Sustainable Development Goals’ in 2015, aiming for a “better and more sustainable future for all”. Being the Fashion Industry the second largest polluter in the world, just after the oil industry, the field must take a stand. With the repeated expression ‘Environmental crisis’ that has now entered everyone’s vocabulary, there is clear evidence of environmental damage (by business and consumerism). For example, every year, 20 million tonnes of textile waste are produced in China, and 9.4 million tonnes of textile waste are landfilled or incinerated in the EU.

It all starts with the ‘conscious consumers’ and their crescent concerns towards the environment.

Being more informed than ever, they are eager to be more ethical and sustainable in their purchasing behaviours. A positive vicious cycle that influences fashion brands to work towards their growing commitment to managing their business strategies for a positive social and environmental impact.

Fashion has the power to make positive change, and collaborations play an essential role in begging to re-imagine currently damaging systems. It is at everyone’s hands to make a change, and here at WE WEAR, we chose to collaborate with brands that want to make a part of this big revolution.

The increasing awareness of our planet’s environmental challenges has been directly modifying consumer purchasing behaviour. Like investors or governments, different stakeholders are pressuring brands to take adequate measures, linking the company purpose to follow a greener future. Today’s world-changing fast, mainly due to technological developments, business environments must be as dynamic and flexible as possible to survive. Value-conscious consumers are boosting this challenge, supporting brands that approach slow production, hand-made products, zero waste patterns, local fabrics or plant-based designs.

Moreover, the pandemic has amplified the public awareness of social injustice
in the supply chain, and because we believe that sustainability is more than
taking a greener approach, social justice and human rights are at the core of WE WEAR values. As a result, there are signs that the fashion buying public is
demanding better treatment for workers in the value chain. For example,
thousands of consumers worldwide have participated in the #PayUp campaign,
which calls out brands that have not committed to paying for in-production or
completed orders during the Covid-19, which puts millions of vulnerable workers at risk.

Creating safe workplaces for garment workers, discovering new ways of collaboration, enabling greater traceability of products and procedures, and adapting the cycles of demand and supply are some of the brands WE WEAR’s priorities, focusing on creating more resilient systems based on the critical lessons we learn every day.

 

 

At WE WEAR, our main goal is to be aligned with the present context, headlining our concern with environmental issues and educating our consumers to understand that buying fashion garments today can also go hand in hand with a more sustainable shopping experience.

Our planet is calling us, and everyone should take it as an urgent call.

SHOP CONSCIOUS COLLECTIONS

MADALENA AMADO

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