Culture and Sustainability: An Interplay on the New Made in Italy Landscape

Nadica Maksimova, Flavia Piancazzo
The current global interest and urge to propose alternatives to the predominant super-polluting and non-ethical fashion system require major attention to the unconventional fashion production models. Sustainable start-ups are often analysed as both circular systems and devices to re-activate local crafts, pointing toward not only the environmentally-friendly practices but also underlying the need to take better care of people, both as workers and consumers. However, little to no research is
more » ... cated to the assessment of the holistic approach to sustainability of these born-responsible fashion entities. The analysis adopts the Earth Logic Fashion Action Research Plan (2019) framework by Kate Fletcher and Mathilda Tham and critically examines 60 born-sustainable brands in the Italian context. Through the analysis, it will be presented and discussed that born-sustainable does not imply a holistic approach, nor does it guarantee attention to the often-wrongly-separated environmental, social and cultural aspects of the sustainable agency.
doi:10.6092/issn.2611-0563/15813 fatcat:j5suebtabnhypowkbycpmefypi