Detox Fashion

An aspect of the detoxification processes of supply chains can be attributed to the reshoring of clothing production within the European Continent. Empirical evidence suggests that regional manufacturing networks operating in the South-Eastern fringes of Europe, after a devastating decade of diminishing orders, have recently started to produce specialized clothing for western European medium-sized niche fashion companies. These South-Eastern European manufacturers currently possess the experience in higher quality production. They also demonstrate some forms of sustainable production practices, and employ workers who are paid at least fair wages. Moreover, a certain sense of socio-cultural affinity emerges where all actors involved in the production and distribution acknowledge a loose interpretation of European solidarity which is translated into orders and subsequently into job retention within European borders. The theoretical underpinnings of this chapter lie in the concept of global production networks where commercial transactions among network members together with non-economic actors, such as civic associations and states can play an influential role in transnational production arrangements. The authors adopt the qualitative approach for this study based on the interpretivist methodology. In a single case study of a production network operating in the Balkans, the authors explore all major variables pertaining to the detoxification parameter of reshoring production. The findings broadly confirm that reshoring currently occurs in Europe as well as that all actors engage with sustainable practices which can form a viable and simultaneously competitive manufacturing strategy.

The current chapter encompasses the distinction between market driving and market driven brands in the sustainable luxury and fashion industry. In particular, how brands are detoxifying their manufacturing, supply chain distribution and market along with the methods they have adapted to differentiate themselves in this process. In the long run, how these methods economically impact the brands and consequences followed from the consumer’s perspectives are explored. Stella McCartney published for the first time its environmental activity statement for the last three years of the brand in 2016. The fashion designer is also famous for her commitment to sustainability and her environmental friendly creations. Sustainability and detox are at the heart of debates within modern society and represent the main stake for the future, the organization of COP 21 in 2015 in Paris being one of the latest examples. However, when we talk about luxury industry, especially fashion, sustainability appears to be difficult to associate to this sector. Indeed, luxury is representing a kind of “unfair” and fast moving consumption, with some ostentation, while ecology involves the protection of resources and durable models. But sustainability and detox are representing a tremendous opportunity for luxury fashion brands. Luxury and fashion brands’ strategies need currently, within an increasingly competitive market, to shift from such paradoxes and to capitalize on being the greatest opportunity to dodge “green washing” advocacy communication.

In this chapter, our research has been focused on a campaign to overcome the people from the slavement of hazardous chemicals for benefits of short intervals. Different Brands have been recognized with their opinions on the look of their detox 2020 deadline to amputate deadly chemicals not only from their products but from the entire supply chain, if they have the necessary tools to be fit for 2020. For decades, industrial companies have become the major culprit to use the environment and in particular our waterways as a deposition ground for hazardous chemicals and unaffected policies by inefficient government provisions. Water pollution has become a nightmare for local communities that living near manufacturing facilities. There is no ‘safe’ level left particularly in the Global South, because for persistent, hazardous chemicals and loose provisions have not always clogged the emission of poison chemicals into the atmosphere. In future, government will be pushing for exuberant exemplary alteration on dynamic towards “terminating and unfastening the loop”. During the campaign, it appeared that there are two problems which are encountered on the progression of sustainability. First of all, it illustrated out that many fashion companies still have little transparency on their accountability of supply chain, especially the transparency down to farmer level is lacking. Hence, it is very difficult to source materials without transparency in a responsible way. In addition to the speed of the fashion seasons is already causing high pressure for designers working in fashion companies as some companies produce, dump and throw up to 12 collection in a year. People in the industry do not expect this to change because it responds to the demands of the consumer. As an outcomes of the research recommendations on sustainable design strategies are put together in a final product, targeted at textile companies, fashion companies and fashion designers. The final product exists after following the mandatory guidelines from a manual for sustainable fashion design, and this handbook could serve as a helpful tool for the implementation of (one of the) strategies.