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BSR and the Danish Fashion Institute Deliver a Framework for Sustainable Fashion Consumption to EU Presidency and European Commission at Copenhagen Fashion Summit

May 4, 2012

Copenhagen—May 4, 2012—The NICE Consumer project—a joint initiative led by BSR and the Danish Fashion Institute, which aims to inspire changes in government policies and business practices to help consumers make more sustainable fashion choices—recently released a draft of its “Framework for Achieving Sustainable Fashion Consumption.” The framework outlines the possible roles and actions by consumers, industry, government, and other stakeholders to support sustainable fashion consumption, and was a main topic of discussion at the May 3 Copenhagen Fashion Summit.

The Copenhagen Fashion Summit, the world's largest conference on sustainability and fashion, brought together 1,000 participants from industry, government, and civil society to identify new opportunities and forward-looking solutions for the global fashion industry to tackle the planet’s growing sustainability challenges.Leading up to the Summit, more than 100 stakeholders gathered on May 2 to discuss the draft Framework proposed by the NICE Consumer project and develop recommendations that were delivered to the Danish EU Presidency and the European Commission by the Nordic Initiative, Clean and Ethical (NICE).

These recommendations outline potential policy options, industry commitments, and civil society priorities and actions to inspire and drive long-term, coordinated action and innovation. Examples of these recommendations includenew standards for product transparency, care labels and washing instructions for lower temperatures, campaigning across geographic borders, and consumer education initiatives that would help propel the agenda on sustainable fashion consumption forward.

“Our ultimate goal is to encourage consumers to enjoy fashion while improving their impact on people, planet, and profit,” said BSR Manager of Advisory Services Cody Sisco. “By providing the EU Presidency and the European Commission with the NICE Consumer project’s recommendations, we are one step closer to actions that will help us achieve that goal.”

Over the past several months, BSR and the Danish Fashion Institute have been working to develop the NICE Consumer “Framework for Achieving Sustainable Fashion Consumption” to drive collaboration on sustainable fashion consumption. To encourage participation and input from key industry and civil society stakeholders, the project has published a research report and discussion paper, held three public webinars, and organized three in-person workshops in Stockholm, London, and Copenhagen. Approximately 250 individuals from brands and retailers, academia, NGOs and government agencies participated in the process.

Several companies made recent commitments that have helped create momentum for the fashion industry as it moves towards a more sustainable model. For example, Levi Strauss & Co. added language to the care labels on denim jeans urging wearers to “donate to Goodwill when no longer needed and care for our planet.” Biotech company Novozymes created the "I do 30" Facebook campaign to urge consumers to wash garments in cold water. Marks and Spencer is partnering with Oxfam to provide customers who donate used clothes, shoes, and bags to Oxfam shops a £5-off voucher to use on the next Marks and Spencer visit. In 2011, their customers donated more than 3 million unwanted garments to Oxfam.

Achieving sustainable fashion consumption requires a long-term transformation in attitudes, behaviors, and business models, and the fashion industry is increasingly focused on sustainability. Industry has a responsibility to manage its impacts, and consumers also can have a positive impact by purchasing more sustainable products; washing clothes less frequently, at lower temperatures, and in fully loaded machines; extending the longevity of garments; and recycling them responsibly. The NICE Consumer project aims to empower consumers to have positive impacts at every stage of the fashion lifecycle, and make sustainability mainstream in the fashion industry. While the challenges facing the fashion industry may seem daunting, the NICE Consumer project is focused on inspiring the fashion industry, policy makers, and civil society to accelerate this transformation and collaborate to achieve sustainable fashion consumption and production.

About BSR

BSR works with its global network of nearly 300 member companies to build a just and sustainable world. From its offices in Asia, Europe, and North and South America, BSR develops sustainable business strategies and solutions through consulting, research, and cross-sector collaboration. Visit www.bsr.org for more information about BSR’s more than 20 years of leadership in sustainability.

About the Danish Fashion Institute

Danish Fashion Institute is a network organization created by and for the Danish fashion industry to promote Danish fashion. Our purpose is to develop an extensive global network to support, market, and drive Danish fashion forward. Since 2007, sustainability has been a strategic focus area to position Danish fashion globally. Launched in 2008, NICE (Nordic Initiative Clean and Ethical) is a joint commitment from the Nordic fashion industry to take a lead on social and environmental issues through knowledge sharing and development. Visit www.danishfashioninstitute.dk and www.nicefashion.org for more information.