International projects, especially in the European Union, have been financing sustainable policies in the fashion industry since years. That’s why we are going to take a very standout example of a small city in Tuscany, Italy which has committed to circular economy in the textile sector since decades.The Municipality of Prato has an historical value within the fashion industry, its textile sector is highly developed in technology and business, its clothes are sold all over the world in the international market. Especially in the latest years, the Municipality has been involved into international projects regarding sustainability, here above are explained some of them.The “Cardato Made in Prato” projectThe Prato Chamber of Commerce, in collaboration with the Consortium for the Enhancement of Carded Textile Products, the Industrial Union of Prato, Cna and Confartigianato have been carrying on for several years the Cardato Recycled and Cardato brands, which aim to offer an ecologically sustainable, beautiful to wear and environmentally friendly. The two brands guarantee the production of versatile wool fabrics and yarns proposed in many combinations, born from the recycling of textile materials or virgin textile fibers, greatly increasing the life cycle of the finished products. The Cardato Recycled brand in particular developed in 2014, certifying products made with at least 65% recycled material and subjected to life cycle analysis to assess their environmental impact in terms of water consumption, energy and production of CO2.9 companies have decided to join this project, thanks to which 22 thousand tons of "rags" are recycled every year in Prato, which are processed with the carding technique.An approximate calculation, based on these 22 thousand tons compared with the equivalent of virgin fiber, leads to an estimate of savings of: 60 million kilowatts of energy 500 thousand cubic meters of water 650 tons of chemical auxiliaries 300 tons of dyes. (A. Pinton, 2018). The “Detox” project Confindustria Toscana Nord has started a planning process on Detox, a Greenpeace project that aims to eliminate substances that are dangerous for humans and the environment upstream of the production chain. Following this path, including companies in the textile-clothing supply chain, has led Confindustria Toscana Nord to be the first in the world to lead the process of adhering to the Detox commitments of a group of companies in the textile district supply chain.20 manufacturing companies in the Prato district, therefore adhered to the Detox commitments, recognizing the importance of eliminating hazardous substances from the textile production cycle.These companies, with the support and guidance of the association, have thus undertaken their path of improvement towards the elimination of these substances following the principles of transparency, prevention and precaution of the Detox campaign, and have participated in the Greenpeace media campaign, rapidly changing the attention and content of the big fashion brands(confindustriatoscananord.it, 2016).  

Sustainable fashion is about producing clothes, shoes and accessories in environmentally and socioeconomically sustainable manners, but also about more sustainable patterns of consumption and use, which necessitate shifts in individual attitudes and behaviour. However, there are many ways for fashion companies to offer a more sustainable fashion, and for consumers to consume more sustainably (greenstrategy.se, 2020) Here are seven ways on how fashion can be sustainable from both a consumer and a producer perspective: This image presents seven forms of (more) sustainable and circular fashion. The first verison was created in 2012 and was later updated in 2016. Created by Dr. Anna Brismar, Green Strategy (Copyright, Green Strategy) Ideally, all aspects of the figure above should be combined for every new garment produced. Hence each garment should first be manufactured on demand or custom-made (No. 1), in high quality and timeless design (No. 2), in an environmentally friendly manner (No. 3) and with consideration to various ethical aspects (No. 4). Thereafter, it should be used long and well through good care, repair and perhaps redesign (No. 5). When the product is no longer desired, it should be handed in to a secondhand shop, donated to charity or handed over to friends, relatives or perhaps a swap-shop, to prolong its active life (No. 6 and 7). When the garment is completely worn out, it should be returned to a collection point for recycling of the textile material, which can hence be reused in the manufacturing of new clothes or other textile products. Ideally, instead of buying newly produced clothes, one should consider renting, borrowing or swapping clothes (No. 6), or to buy secondhand or vintage (No. 7). The figure thus shows seven forms of sustainable fashion from a consumer and producer perspective. Although ideally, clothes and other fashion products should be produced and consumed in the manner described above, in reality this is not the case yet. What we rather should seek, is that every individual tries to find his or her form(s) of more sustainable fashion. All forms do not necessarily suit all people equally well because we all have different needs and preferences. Some individuals – usually younger – prefer to experiment with and renew their wardrobes often; using “Second hand & Vintage”, “Repair, Redesign & Upcycle” and “Rent, Loan & Swap” would possibly be of most interest. For people who prefer newly manufactured clothes without history and who has a consistent style, “On demand” and “High quality & Timeless design” are likely to be most attractive. Whether one prefers to renew the wardrobe often or more sporadically, “Green & Clean” and “Fair & Ethical” are important choices when purchasing new clothing. Buying new clothes that are manufactured in an environmentally and socially/ethically conscious manner is something we all should aspire as much as possible, although it may entail a somewhat higher price tag (greenstrategy.se, 2020).

Circular economy and sustainability are nowadays a fundamental business factor in the fashion industry. When talking about textile production a company or a business must take care about their environmental footprint and their Corporate Social Responsibility (CSR), in this way it is possible to obtain more loyalty between consumers, reduce waste management costs, improve the possibility to obtain financial facilitations and create a strong brand-value, that’s how a fashion company is able to stay in the market.That’s why here are reported some important companies which have committed to sustainability in a successful way, becoming international brands: Patagonia (https://www.patagonia.com/our-footprint/ ) . From a small company making tools for climbers, Patagonia has become a global leader in sustainability. Nearly 70% of Patagonia's products are made from recycled materials, including plastic bottles, and the goal is to use 100 per cent renewable or recycled materials by 2025. The company’s way of communication is so committed in environment that it’s easy to find different sustainable campaigns every month, in which you can take place and give a hand; Patron ( https://www.plasticfreepeaks.com/ ) . Patron stands for a reflected relationship with nature and a conscious use of our resources. This company stands for conscious enjoyment and conscious renunciation: the enjoyment of untouched landscapes and the renunciation of short-lived one-way solutions. Its decision for sustainable production, against unnecessary packaging, even when shopping has become a key factor to improve the economic value of the brand. Picture ( https://www.picture-organic-clothing.com/en/ ). The textile industry is responsible for approximately 8% of overall worldwide carbon emissions. Venturing off the beaten path by using materials and processes to reduce the company’s impact is the starting point for Picture commitment to the environment. Picture adopts a PFC free water repellent treatment for our technical products.PFC (perfluorinated chemicals) have been used for decades in the outdoor industry. The benefit : impart water repellent properties to technical fabrics. However, these components can generate health problems for humans and animals.