I N N OVAT I O N CASE BY K GERKEN
INDEX
MARKET SEGMENT
01
CLIENT: ABOUT PATAGONIA
03
CLIENT: PATAGONIA'S USE OF COTTON
05
PROBLEM DEFINITION
07
SOLUTION
09
CONCEPT
11
TARGET GROUP
13
FURTHER INSPIRATION
15
BIBLIOGRAPHY
17
MARKET SEGMENT
01 02
SUS TA I N A B L E
FA SHION How will the future in the fashion and textile industry look like? I noticed that sustainability within the manufacture of textiles, as well as the production of garments is still not a norm in the whole fashion segment, which is shocking to me. Sustainable practices are widely not acknowledged and that necessarily needs to be changed. I consider today’s era as a challenge for my generation. I want to pursue a career in fashion and textiles, because I want to be a change maker. I want to show businesses and brands that sustainable practices need to be implemented for a positive change. Therefore, I chose the market "Sustainable Fashion" for this innovation case to show new possibilities for fashion brands to add value to the fashion segment. Today’s problem can’t be solved with the same thinking and knowlegde used when we created them - a shift in our mindset is necessary to solve today’s sustainability-related problems in order to extend our planet’s lifespan.
CLIENT
Facts - Sustainable Outdoor Clothing Brand - Founded in 1973 - Founded in Ventura, California (U.S.) - Founded by Yvon Chouinard
Environmental Responsibility - 72% of all materials are recycled - 100% of the brand's virgin down is certified to the Global Traceable Down Standard - 100% of the brand's cotton is grown organically (Patagonia online)
(Patagonia online)
"We're in business to save our home planet." 1% for the planet Since 1985, Patagonia has pledged 1% of annual sales to the preservation and restoration of the natural environment. The brand awarded over $89 million national and international in-cash donations.
03 04
(Patagonia online)
Patagonia's Values 1. Build the best product 2. Cause no unnecessary harm 3. Use business to protect nature 4. Not bound by convention
(Patagonia online)
(Patagonia online)
CLIENT
05 06
Organic Cotton - Eliminating synthetic chemical use - Using nature-based solutions to manage pests - Supporting biodiversity - Supporting healthy eco-systems - Ensuring a safe and non-toxic working environment - 100% of the cotton fabrics are made from organic cotton - CO2 emissions for one season are reduced by 45% - Water consumption is reduced by 87% compared to conventional cotton
Recycled Cotton - Made from cotton scraps swept off factory floors - Extending the lifespan of the fiber that has already been created - Using less environmental resources - Soft, comfortable feel - 22% of the cotton fabrics are made from recycled cotton - CO2 emissions for one season are reduced by 70% compared to using conventional cotton (Patagonia online)
(Patagonia online)
U S E O F COT TO N Regenerative Organic Cotton - Regenerative Organic Certification Pilot - Piloted first crop of cotton in India on more than 150 farms working towards the highest organic standard - Rehabilitating soil - Respecting animal welfare - Improving the lives of farmers
(Patagonia online)
Cotton In Conversion - Program by Patagonia, which provides a market for farms growing cotton organically to sell their crop while they are in the process of getting certified. - Supporting farmers to convert from the use conventional to organic cotton in order to increase the use of organic cotton
(Patagonia online)
PROBLEM DEFINITION Our wardrobes are dominated by cotton. Conventional cotton can be considered as a threat to our environment since the production of cotton is energy as well as water intensive and includes the use of synthetic chemicals. In 2020, the use of Organic and Recycled Cotton is a must for many sustainable fashion brands. With Patagonia's early implementation of Organic Cotton in 1996, the brand established itself at the innovative forefront in terms of sustainable and conscious material practices. 24 years later, in 2020, the brand is known as one of the biggest globally-operating outdoor clothing brands, which pays a lot of attention to sustainability. What can Patagonia implement into their cotton collection in order to maintain its position, ensure future-proofness and even act more responsible?
07 08
S O LU T I O N
Scientists work for some time on growing meat, as well as leather in the labotory by using cells and microorganisms in order to reduce the use of resources and time. A successful example is for example the lab-grown leather 'Zoa' by Modern Meadow, which is derived from bio-fabricated collagen (Ryan 2019). The same idea is used in order create lab-grown cotton from cells by using bio-technology. The Brazilian company GALY recently introduced their newest invention: 'Incredible cotton'. Cotton, which is grown in the labotory. 'The lab-grown cotton can be grown anywhere, without being dependent on soil and weather conditions, and without exhausting our planet. The method is ten times faster, and uses less than 80% water and land while emitting only a fraction of the greenhouse gas compared to traditional cotton. The price would be the same as for the high-quality cotton on the market today' (Global Change Award online). Lab-grown cotton is the most sustainable way of producing cotton in 2020.
W H AT D O E S I T TA K E TO P R O D U C E 1,000 TONS OF COTTON?
12M 1.5M
LITRES OF WATER
TONS OF CO2 EMISSIONS
180
PRODUCTION DAYS
2M
2,000
SQMT OF FARM LAND
PESTICIDES
CONVENTIONAL COTTON LAB-GROWN COTTON
1,000
0
PESTICIDES
SQMT OF LAB SPACE
80%
LESS CO2 EMISSIONS7 WATER USE
18
PRODUCTION DAYS
(GALY online)
CONCEPT
I AM LAB-GROWN
MIMICKING NATURE
11 12
MADE FROM CELLS
'I AM LAB-GROWN' According to the solution, the concept is a collection extension by implementing the lab-cotton 'Incredible Cotton' as an even more sustainable alternative to the organic and recycled cotton within the Cotton Collections by the sustainable outdoor clothing brand Patagonia. The American brand built its reputation on the use of sustainable practices and started the use of organic cotton back in 1996 as one of the first fashion brands.
I AM LAB-GROWN
To establish Patagonia as the most mindful outdoor clothing brand, the 'I AM LAB-GROWN' collection will be created, which focuses on the collaboration with the Brazilian company GALY and its lab-grown cotton 'Incredible Cotton'.
TA R G E T G R O U P
13 14
FASHIONABLE FT. CONSCIOUS Recent data confirms that Patagonia tends to attract customers who identify as both fashionable and conscious. A 2017 survey by YouGov suggests that: 61% of the outdoor retailer’s customers consider themselves as well-dressed and stylish individuals. 69% of Patagonia customers say they like to look out for where their products come from 67% believe to protect the environment, we should drive less - 54% make efforts to buy Fairtrade products. (Morin 2020) Patagonia's customer truly loves nature and spending time outdoors. Therefore, it is a necessity that the brand's clothes have the lowest environmental impact possible.
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BIBLIOGRAPHY
17 18
GALY, online, Incredible Cotton. From: http://www.galy.co/index.html (Retrieved: 14-04-2020). Global Change Award, online, Incredible Cotton. From: https://globalchangeaward.com/winners/incredible-cotton/ (Retrieved: 14-05-2020). Morin, C., 2020, Patagonia’s customer base and the rise of an environmental ethos.
From: https://crm.org/articles/patagonias-customer-base-and-the-rise-of-an-environmental-ethos (Retrieved: 1404-2020). Patagonia, online, Core Values. From: https://www.patagonia.com/core-values/ (Retrieved: 13-04-2020) Patagonia, online, Cotton in Conversion. From: https://www.patagonia.com/our-footprint/cotton-conversion.html (Retrieved: 13-04-2020). Patagonia, online, Environmental Responsibility. From: https://www.patagonia.com/environmental-responsibility/ (Retrieved: 13-04-2020). Patagonia, online, One percent for the planet. From: https://www.patagonia.com/one-percent-for-the-planet.html (Retrieved: 13-04-2020). Patagonia, online, Organic Cotton. From: https://www.patagonia.com/our-footprint/organic-cotton.html (Retrieved: 13-04-2020). Patagonia, online, Recycled Cotton. From: https://www.patagonia.com/our-footprint/recycled-cotton.html (Retrieved: 13-04-2020). Patagonia, online, Regenerative Organic Certification Pilot Cotton.
From: https://www.patagonia.com/our-footprint/regenerative-organic-certification-pilot-cotton.html (Retrieved: 13-04-2020).
Ryan, J., K., 2019, This Biotech Start-up Is Making a New Alternative to Leather, No Animals Needed. From: https://www.inc.com/kevin-j-ryan/modern-meadow-innovation-lab-video.html (Retrieved: 14-04-2020)