Circular Fashion or Eco Fashion? The battle for the this century.

Could the Fashion industry be responsible for the major climate changes in the past decade? Unfortunately that is true. We, as agents of this business, have to do something about it. There are two popular responses facing the ecological footprint associated to the Fashion Industry: one is the traditional Eco-Fashion and the other, more recently, is Circular Fashion.

  • Circular Fashion is somewhat different. As its name, it assumes that all materials have a determined "life cycle" but it can be renewed indefinitely; the basis for this conception is using reusable materials. Animals and animal-related products are, naturally, not reusable materials. One of the most popular examples to this theory is the In Tents: The After Party by Chloe Baines, clothing made by reusing old tents from festivals.
  • Eco Fashion assumes that all products and product processing should minimize ecological impacts, for one hand, as well as promoting income distribution, social justice and well-fare for all the agents of this industry. The idea is also named Sustainable Fashion, in the sense of bringing changes to the composition and production of fashion-related products aiming to use less water, less chemicals and less harmful products as Greer Cashman states in his article. It is an enormous pledge but a possible one because it seeks to long-term changes on this industry, motivating artists and scientist to conceive new products without changing their production process.

One of the cons that I see on Circular Fashion is the deterioration of artistic freedom. Having to work with determined materials is, undoubtedly, a restriction to artistic autonomy; thus one cannot expect the expansion of artistic products where artistic creation is somewhat undermined. 

As to the perfumery business what can we do to reduce our Ecological Footprint? Sadly the process of producing essential oils from plants requires the huge harvest of tons of plants. Neither cannot change it (unless we use only synthetic ingredients which are not that good!) neither we can use less quality glass to the flacons, for example. What can we do then?

At JOSE CANDIDO I settled 4 major campaigns seeking not to "educate" customers but helping them to find their perfect scents without speding much money or wasting fragrances.

  1. Smart Shopping: after several months of studying website's visitors I saw that the majority of them is wandering, exploiting the catalog. So I set up a menu where you can find perfumes for Working, Family Events, Dating and much more, thus reducing the chance of a wrong purchase.
  2. Request Sample: all visitors have access to a section called Request Sample. Here I place some samples for you to request, without any cost, to help you decide the best perfume for you. Take the most of it!
  3. Return value: our customers receive, one year after the purchase, an email explaining them that they can return the empty bottles and receive a €10 gift card for each return. The bottles are sent to a local recycling company to create new, amazing, perfume bottles.
  4. Almost new: one of the most innovative ideas I had is to sell almost new perfumes. The thing might seem a bit odd but everyone can send unwanted perfumes to me and, after careful evaluation, they become "trusted" and sold at our Almost New section.

From the very beginning of JOSE CANDIDO | Concept Store I asked what could I do to reduce the ecological damage this industry is producing without taking moralist assumptions or political propaganda. Our environment should be preserved as well as our artistic autonomy.

José Cândido | August 2019

Related Articles from the same author:

How soon is too soon to wear makeup? August 2019

Beauty in Perfumery - Plato's "Hippias Major" - Agust 2019