We have talked many times about the importance of sustainability in fashion, ethical brands and new companies that are emerging lately, creating from the recycling of materials or waste. But how can a brand that just starts producing in a sustainable way? This is what we asked Gema Gómez, consultant, coach and main founder of Slow Fashion Next, the platform responsible for the national coordination of Fashion Revolution in Spain, which since 2011 has been consolidated as a support space for students, designers and companies. of the sector. Formed by experts in fashion, sustainability, entrepreneurship and business, the project offers different courses, seminars and consultancies with which it helps boost the careers of young entrepreneurs. We rebel the five essential keys to make your brand a little greener:
Sustainable business model
Gema Gómez tells us that the first golden rule is based on creating a sustainable business model at an environmental, social and economic level. “We need to generate attractive and innovative ideas that allow us to create a sufficiently competitive model to be in the market, looking for fresh strategies that help evolve the brand.” However, all these ideas must always be encompassed within parameters consistent with the ethical principles of each firm.
Regeneration of resources
“In the extraction of raw materials, we have the duty to return the natural resources that we have used in the preparation of the article to its place of origin. For example: if I cut a tree to produce lyocel, I will have to plant two more to counteract the effects and not reduce the amount of resources, “explains Gómez. We all know that the means offered by nature are not unlimited. The least we can do is return the materials it offers to the planet (as far as possible).
Know where and how our garments are produced
The knowledge of the production methods of our clothes must be infallible at all times. “It is essential to know the place where the products we use are manufactured, as well as the way in which they are being produced. At the same time, we must introduce alternatives in manufacturing with sustainable materials, materials made from by-products from other industries, recycled articles or organic products “. In addition, says Gómez, it is equally important to be respectful with the environment, the workers of the sector, their working conditions and the welfare of the animals, if we use any fiber that comes from them.
Create a circular production cycle
“The processes that we develop with our brand should be included in a closed or circular life cycle, which allows waste to become raw material so that we can use it later, creating new items,” Gómez emphasizes. If we use chemicals we must ensure that they are not discharged into the environment and that the resources used are reusable.
Promote responsible consumption
Although one of the main objectives of any brand is to sell, we must transmit messages that speak of responsible consumption and make the most of the useful life of the garments. “If what we really want is to promote a sustainable lifestyle, that has to be translated into the DNA of our firm,” says Gómez. Also, something very favorable would be to provide ideas to our customers on how to take care of garments to extend their useful life or how to generate the minimum environmental impact; without making compulsive washes using organic soaps or ironing only when strictly necessary.