KEYWORDS: THE FASHION INDUSTRY • ENVIRONMENTAL CHALLENGES • VALUE-CHAINS 

The fashion industry should hunger for being not just fast fashion, but to encourage a divine style. The fachion industry as a system, has to change as a system and support sustainability, ethics, and circularity, above all. In short, it has to take on a more environmentally friendly stance. Next, it has to respond to the environmental challenges we are up against. The whole value-chain of the fashion industry, from textile industry to technology, industry workers, producers and consumer behaviour, have to reorient itself, in order to become sustainable, ethical, and circular. We must move away from linear capitalism into meshmerising answers to our joint environmental challenge! And; we, the consumers, have to state our demands, make requests and behave more sustainable, in order to face a challenging future for nature and humanity! But, there are strong glimpses of hope too! Let us take a close look at the alternatives to fast fashion.

Work in progress...

ABSTRACT: FROM FAST FASHION TO A SUSTAIN STYLE

The Fashion Industry, Systemic Awareness, and the Reformation of the Value-Chain

The fashion industry must adress how consumer behaviour can become more aware and divert the fast fashion industry; from the current fashion abuse of the fashion industry. Fast fashion is abusive, because the producers exploit human weaknesses, such as capitalist consumption patterns, to increase their profits. Capitalist consumption is the social bad consciousness of humanity. And, we, the consumers exploit fashion abusively, to get the short thrill. The fashion industry, is not sustainable, ethical or circular at all. Note this: We have exceeded the planetary boundaries in the fashion industry and in the global society elsewhere (Karlsson 2020). Our Earth system processes must contain planetary environmental boundaries. Nature and humanity must recover from the abuse . A 'sustain style' is a style were sustainability, ethics and circularity co-work, co-evolve and co-create with technology, in the whole value-chain. And, fast fashion reformes itself into a sustain style; a more ethical, equal and fair, social, environmentally friendly system, which altogether are empowering for the producers and the costumers. The producers of the fashion industry only answer to consumer behaviour (Karlsson 2020). If we request something different; a sustain style, they will answer, and encourage a system change that is beneficial for us all. Because, it is not entirely up to us consumers, the fashion industry, in a holistic perspective (Karlsson 2020), has to take their part of the responsibility. And, unfold the consumers environmental concerns in order to be worthy of operating in the fashion industry. And ultimately; to be worthy of being named a sustain style, the businesses in the fashion industry needs to go sustainable, circular and ethical. When it comes down to the future of humanity and containing planetary environmental boundaries, we must be uncompromising in our environmental, social and ethical requests and demands, to the fashion industry! We have to share the benefits and the costs, that the current fashion industry, has left us with. And finally, we must start the step by step transformation of the value-chain of the fashion industry, towards reaching our common environmental goal. Fashion is fast, style is lasting. And finally, these goals must be assisted by; not goverened by, textile and material technology! Relying on a technological fix only, is too risky, and we do not yet have all the solutions in textile and material technology (such as e.g. finding a sustainable alternative to cotton). But, technology has already gained monumentum (Karlsson 2020)! The future must, however, rely on sustainability, ethics, and circularity. A sustain style, might, therefore, be part of the solution to our environmental challenges. We must start out by sharing and spreading Avant-gardiste knowledge and inforrmation on sustainable, ethical and circular style. This, by continuing and empowering the emphasise and nurturing of the style of the future; a sustain style, instead of fast fashion. 

THEORY

What is Sustainability?

What is Circularity?

The Value-Chain of the Fashion Industry: A System Approach

What is Material and Textile Technology?

DISCUSSION

What is a Sustainable Fashion Industry?

What is a Circular Fashion Industry?

How can we Divert the Fashion Industry?

What is a Sustain Style? And, how do we get there?

How can Material and Textile Technology Assist in a System Change Perspective?

How can the Fast Fashion Industry become more Ethical?

CONCLUSION

What are the Technological and Envronmental Challenges of the Fashion Industry's Value-Chain?

EPILOGUE

The Era of a Sustainability and a Circuarity Reformation in the Fashion Industry: A Sustain Style

REFERENCES

Karlsson, E. (2020). Houdini. Development Goals Forum (Dgf) 2020. Why Should We Choose Sustainable Fashion? [03.05.2020]. Oslo: Design og Arkitektur Norge (DOGA).