Unfortunately, we are always talking about how much we are destroying our planet. It is right to raise awareness about this topic and to pay attention to the negative aspects but remember that it is also right to give importance to the positive aspects and to celebrate the small victories we are winning to try to save our beloved Earth.
So let’s celebrate! According to Kearney’s Circular Fashion Index 2022, Italy is the second most sustainable country in the fashion sector. We won! …Nearly. France has stolen us the first place… But we will have time to reach them next year!
If we take into account that 150 brands worldwide representing 10 countries have been considered, the result is not bad at all. Good job Italy! The ranking was drawn up taking into account 7 points both in the primary market (new products for sale) and in the secondary market. (second hand market and recycling) For what concerns the primary market we have four points: products created with recycled materials, maintenance and repair service, accessible and detailed instructions to take care of an article, circularity in brand communication. Moving to the secondary market, we have: reuse of old clothing for recycling of raw materials or for donations, amount of items available for rent (rent/hire of clothing), amount of second-hand items.
Each dimension is given a score from 1 to 10. (1 represents the lowest score and 10 the highest) To get the final score you make an average of all points. Who reaches the highest score wins!
But who is the real winner? The number 1 brand is Patagonia with a score of 8.50, which holds tight its gold medal since 2020. Indeed, the mission of the brand is “We’re in business to save our home planet.” The podium is then occupied by Levi’s (score 8.20) and The North Face. (Score 8.05)
