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Background information & inspiration
Case studies
Goals & potential shifts
Reflection exercises
Worksheets, tools & templates
Reading list, further resources & references
The textile industry is a significant sector in the global economy, providing employment for hundreds of millions of people around the world. Despite these benefits, the way clothing is designed, produced, and worn has certain drawbacks that are becoming all the more apparent. According to an Ellen MacArthur study on the New Textile economy, the textile industry works in an almost completely linear manner: large amounts of non-renewable resources are extracted to produce clothing that is often used for a short duration, after which it is mostly sent to landfills or incinerated. The use of this outdated “make-use-discard” model causes devastation to priceless ecosystems and resources as vast amounts of energy, water, and other resources are used to produce clothing. As an example of this damage, the Annual resale report by ThredUP stated that, the equivalent of
one garbage truck filled with textiles is landfilled or incinerated every second. At least 108 million tonnes of non-renewable resources are used each year to produce clothing. It is estimated that the textile industry will account for 25% of the global carbon budget by 2050.
Sustainable fashion is a growing concept worldwide, and Croatia is also witnessing an increasing interest in this area. While it may not be as prominent as in some other countries, there are efforts being made to promote sustainable practices within the Croatian fashion industry. One of the key initiatives in Croatia is the promotion of local and ethical fashion brands such as the work of Fabric8, SitoLab, Miret or the Institute of Sustainable Fashion. Additionally, there are various events, workshops, and fashion shows that aim to raise awareness about sustainable fashion
and its importance. In recent years, there has been an increased emphasis on transparency and traceability in the fashion supply chain. Consumers are becoming more conscious about the origins of their clothing and the working conditions of those involved in the production process.
However, it’s important to note that sustainable fashion is still a niche market in Croatia, and mainstream fashion brands may not always prioritize sustainability. Lack of awareness, limited availability of sustainable options, and higher costs associated with sustainable production can be some of the challenges faced by the sustainable fashion movement in the country. On top of that, the state of the textile and garment industry in Croatia has dropped 20% only in the last 5 years. Many factors impacted this trend, but according to some analysts, low
wages and poor standards for work are naturally not attractive for the workforce, especially the young sector. Overall, while the sustainable fashion movement in Croatia is gradually gaining momentum, it is still in the early stages of development compared to some other European countries.
In order to tackle the issues mentioned above, Impact Hub joined forces with Najs buvljak by producing Najs Impact Market, a 1 full day marketplace event for the promotion of a more sustainable lifestyle, raising awareness of the fast fashion industry and elevating the notion of thrifted and second-hand clothes to a position in the market based on quality, stylish and well preserved items where reusing is the main guest.
A croatian company developing environmentally advanced footwear that are designed to have the lowest possible impact on the environment. Their bio-based sneakers are an alternative to highly unsustainable products, without compromising on design, durability, or comfort.
MIRETfootwear are the only sneakers in the world to hold the STANDARD 100 by OEKO-TEX label for the entire product and not just specific components. MIRET won the Gold Award in the category of Sustainable Fashion at the 14th IDA Awards – The International Design Awards 2020 and was also awarded by the Global Footwear Awards, in
the category of Materials sourcing/ Biodegradable materials, showing that they are the forerunners in the niche of sustainable footwear. This label means that their sneakers contain zero toxic substances harmful to human health which is why Mirets can so easily create and maintain a healthy environment for your feet. They are actively trying to develop new materials and manufacturing techniques that will render their products more ecofriendly. Believing that everything starts with materials, they design their products starting from materials up.
www.miret.co/
HELEN KELEN is a highly talented graduate in textile and fashion design who boldly launched her brand in early 2020. Her unique approach to sustainability sets her apart in the industry. By utilizing discarded textiles from factories and repurposing second-hand clothing, she strives to prolong their lifespan and prevent them from ending up in landfills. Helen’s brand offers innovative solutions by skillfully combining even the smallest pieces of fabric in production, resulting in distinctive and one-of-a-kind garments. Inspired by electronic music and rave culture, her designs embody a fresh, hybrid aesthetic that embraces organic and sustainable production. She describes her work as ‘techno up-cycling’. However,
Helen is currently facing challenges in the market due to the prevailing mindset of fast fashion, where low and easily accessible prices have become the norm. Consequently, her products face resistance as the market is not yet prepared for the cost associated with sustainable fashion. Additionally, Helen is encountering obstacles in terms of marketing assistance and business planning, as her expertise lies primarily in the creative realm rather than other business-related fields. Despite these challenges, Helen’s passion, creativity, and commitment to sustainability continue to fuel her drive to make a positive impact in the fashion industry.
www.parostore.com/pages/ helen-kelen
According to the 2023 report from ThredUP, one of the key global players of the resale sector, 2 in 5 items in Gen Z’s closet are secondhand, and sustainability is the top 5 motivator for them (47% of them refuse to buy from non sustainable apparel brands and retailer - up 11% from 2021). In a world where GenZ and Millenials will drive the textile and apparel industry, the provision of spaces for awareness raising and sustainable consumption are becoming the key to drive the transformation towards a more sustainable fashion industry. Najs Impact Market intervention provides the following goals:
A marketplace for secondhand and thrifted items that connects buyers and sellers, raising the awareness of sustainable fashion celebrating reusing as a tool for change.
A space for raising awareness, shifting the perceptions and challenging consumer behaviors for a more sustainable lifestyle by introducing them to secondhand buying.
A place for a community to convene for innovation and knowledge exchange, a platform for discussion and sharing of practices around sustainable fashion nurturing a community of different stakeholders.
A movement that is focused on building community and facilitating continuous dialogue on topics related to responsible consumption behavior and fashion sustainability.
The brands participating focused on producing clothing and accessories in an environmentally friendly and socially responsible manner. They prioritize the use of organic, recycled, or upcycled materials, as well as fair trade practices. The event provided a platform for designers, entrepreneurs, and activists to showcase the most relevant initiatives in Croatia around reusing, upcycling, recycling and sustainable textiles as well as their sustainable creations and educate the public about sustainable practices in the fashion industry.
In order to enhance the comprehension regarding the obstacles and possibilities in the textile and garment sector and to build space for reflection, the following activities can be undertaken:
Dedicate a moment to contemplate your personal involvement and influence within the fashion industry. Ponder on how your decisions as a consumer, designer, or business proprietor can play a role in fostering a more sustainable and ethical textile industry.
Main insights from the feedback received from the sellers and other attendees
Delve into case studies of prosperous textile and clothing enterprises that have adopted sustainable approaches and surmounted hurdles. Analyze their noteworthy strategies and extract valuable lessons from their experiences.
The feedback received from our curators at Najs Impact Market has been overwhelmingly positive, particularly in regards to the organization and logistics of our events. The fashion curators expressed their satisfaction with the smooth execution of our programs, highlighting several strengths in our event. They particularly enjoyed the panel discussion on slow fashion, stating that it provided a valuable perspective on the importance of sustainable practices and ethical consumption in the fashion industry.
Furthermore, our curators have commended our efforts in creating a meaningful impact through our initiatives.
However, one notable comment from an SME emphasized the need for greater inclusion in our event and more presentation curators before and during the event.
Overall, this feedback affirms our commitment to delivering highquality events and content that not only educate but also inspire positive change within the fashion community.
Najs Impact pictures: photos.google.com/share/
Najs Impact media articles: www.fashion.hr
Ellen MacArthur study in the New Textile technology: ellenmacarthurfoundation.org/a-newtextiles-economy
ThreadUp 2023 report www.thredup.com/resale
Fabri8 Cooperative: www.notjustalabel.com/fabric8-co-op Institute of Sustainable fashion, Croatia: www.croatiaweek.com/
The textile and garment industry in Croatia www.industriall-union.org/
