Falar sobre o que é sustentabilidade na moda e um exemplo do que vale a pena curtir.

Sustentabilidade x Moda: De uns 15 anos para cá, a palavra sustentabilidade ganhou espaço nos jornais, revistas e vira e mexe, nos deparamos com algumas curiosidades sobre o tema.

Mas peraê: você sabe o que essa palavrinha complicada quer dizer?

sustentabilidade e moda

Se você nunca ouviu falar nesse termo, uma breve explicação: sustentabilidade é tudo aquilo que fazemos para manter os recursos que sustentam o nosso planeta, com o objetivo de atender as necessidades da geração de hoje e daquelas que virão, de tal forma que esses recursos sejam mantidos e aumentando a sua capacidade de regeneração, reprodução e evolução. Difícil? Nem tanto.

O que você leu aí em cima é a definição do Leonardo Boff, um escritor bacana que tem estudado o tema há muitos anos. Essas palavras complicadas estão querendo dizer na verdade, é que sustentabilidade é o conjunto de ações que se preocupa com o bem-estar das pessoas e do meio ambiente, sem se esquecer do enriquecimento da sociedade, afinal, a gente também precisa de dinheiro para viver, certo?

E o que a moda tem a ver com isso?

Muito. Vira e mexe, nos deparamos com notícias de que trabalhadores são flagrados em oficinas de costura em condições que poderiam ser comparadas à escravidão. Recebem apenas poucos centavos para produzir peças de roupa que serão vendidas depois nas lojas bacanas dos shoppings, por várias centenas de reais. Trabalham mais de 14 horas por dia sem descanso. Isso não é sustentável.

A indústria da moda é uma das maiores geradoras de riqueza do planeta. E com isso, ela também tem o seu papel em agir corretamente com o meio ambiente e com as pessoas que trabalham neste mercado. Aqui, eu vou mostrar alguns exemplos de iniciativas bacanas que você encontra pelo mundo, como você pode contribuir e um ótimo exemplo de como não usar o termo sustentabilidade para promover uma marca.

Reciclar a moda: H&M

sustentabilidade na moda
Pôster da propaganda da campanha Reciclar a Moda da H&M em Portugal Fonte: http://www2.hm.com/pt_pt/senhora/comprar-por-caracteristica/16r-garment-collecting.html

Eu me lembro do tumulto que foi a chegada da Forever 21 no Brasil. Filas e filas no Village Mall no Rio e depois, no Morumbi Shopping em São Paulo. Só que, na minha opinião, a Forever é a amiga sem graça da H&M. Essa marca Sueca, que hoje tem mais de 3 mil lojas em 41 países e emprega mais de 60 mil pessoas, é o playground de quem busca itens bacanas por um preço muito acessível. Quer um exemplo? Você encontra vários modelos de calça jeans por €10 (o equivalente a R$ 48,00 na cotação de hoje). Seu maior defeito? Ela ainda não está no Brasil! #vemprobrasilH&M #nuncatepedinadaH&M

sustentabilidade e moda
Moda e sustentabilidade!

O programa Reciclar a Moda da loja é recente e bem bacana. Nele, você pode deixar em qualquer loja as peças de roupa que você não usa mais (vale até meias sem par e lençol de cama furado) e recebe em troca um voucher para gastar ali. O mais interessante é que a H&M recolhe essas peças e pode fazer três coisas diferentes com elas: elas podem ser transformadas em novos produtos, como novas coleções ou panos de limpeza, aquelas que são entregues em bom estado podem ser vendidas como itens de segunda mão ou eles podem ser transformados em fibras têxteis ou em revestimentos que servirão para fabricar materiais de isolamento ou amortecimento em carros novos.

sustentabilidade na moda

Exemplo de vitrine da H&M: peças bacanas por um preço justo. Bem que a Renner podia ser assim também! #ficadica

E aí? Achou interessante?

No próximo post vamos dar mais alguns exemplos de iniciativas legais, o que você pode fazer para contribuir com a sustentabilidade, e um péssimo exemplo de como alguém pode tentar se apropriar deste tema para divulgar a sua marca.

SAIBA MAIS:

Rio Ethical Fashion e a moda consciente no Brasil

Grifes assinam pacto para tornar a moda mais sustentável

10 maneiras de reduzir o uso do plástico no dia a dia

Roupas “baratas” que alimentam uma indústria do abuso humano #fashionrevolution

4 dicas para ficar na moda de maneira mais consciente

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