Alternative enterprise models for sustainable fashion

This seminar, led by CUSP researchers at Middlesex University, explores how sustainable fashion design entrepreneurs are developing alternative visions of the fashion industry that focus on resource use and good work rather than economic growth at any cost.

Based on in-depth qualitative studies of UK sustainable fashion businesses, we show that fashion design entrepreneurs go beyond the purely commercial and combine business objectives with the environmental and social aspirations.

In defining their purpose, these businesses are found to be rejecting dominant models of the fashion industry that aim to maximise consumption. The tyranny of novelty that affects much of the creative industries is rejected with an abandonment of the idea of ‘seasons’, fast fashion and the need for new collections. This is replaced by a focus on sustainability, longevity, circularity. The findings also show that that these businesses do want to scale up their impact but this is often through sharing ideas and encouraging complementary businesses.

The event is hosted by Andrea Werner, Fergus Lyon, Patrick Elf and Ian Vickers. Please book your seat via Eventbrite.