Sustainable Fashion and Purchasing behavior. Focus on the Z Generation

There are many researches that investigate the purchasing behavior of consumers. Usually, what emerges is the greater sensitivity of Gen Z towards sustainability issues. This sensitivity, however, does not always have a coherent practical implication. Let’s see why. According to the research The Future of Retail Store and Customer Engagement in the New Normal, the…

Sustainability as a shared commitment. Feel the Yarn Charter of Values

Sustainability is a strategic choice that often implies a radical change in the business model. Radical changes are not achieved through spot initiatives or marketing actions disconnected from concrete projects, meaning real measurable and accountable performances. Sustainability is an obligatory path too, because all the market indicators converge towards this evidence. Challenging? Yes. Onerous? Of…

Fashion and environment: microplastics in our clothes poison even the Arctic Ocean. A decalogue to eliminate them from our wardrobe

35% of the 1.4 million billion microfibers present in the oceans comes from washing synthetic clothing, especially those of low quality. Is it possible to do one’s part to reduce the impact? The fact that even a remote and apparently pristine ecosystem such as the Arctic is invaded by microplastics is a clear sign of…