The core of the project lies in upcycling. From the start of the research, I wanted to find new creative ways of upcycling garments and textiles.However, upcycling is a part of a greater whole which deals with addressing the problem of fashion waste. It gives new value to the clothes and prolongs the life span of the clothes. It is a craftivism act since it plugs into an existing system and shapes it towards a more sustainable direction. Thus this project wanted to take a larger approach and include consumers into the process. The purpose of the project was to explore one of the ways to encourage consumers to upcycle their clothes. This was done through an upcycling workshop. In the upcycling workshop, the consumer visualized the way they want their clothes to be upcycled. Their garments were then upcycled using DIY methods such as stitching, patching, and painting. The process was recorded in details. The whole process was then translated into a craftivist zine. The zine demonstrates how to do your own upcycling workshop and how to upcycle three garments. The upcycling workshop and the zine want to encourage the consumer to upcycle by giving them the necessary skills to do so.

The impact of fashion industry on the environment is evident and manifest in its sheer numbers. The industry accounts for 17–20 percent of global industrial water pollution (Kant 2012). It also contributes between four and ten percent of global carbon emissions (Sadowski et al. 2021). The fashion industry can therefore be labeled as a ‘climate killer’ whose overproduction is consuming our resources on a global scale.

Date: 2022-06-02    Level: Master thesis in Business Administration, 15 cr  Institution: School of Business, Society and Engineering, Mälardalen University  Authors: Ida Pesiö Linnéa Rossander Title:  The Impact of Consumer Sustainability Values and Companies’                        Sustainability Work on Consumer Attitude and Purchasing The Importance of Product and Price Tutor: Aswo Safari Keywords: Consumer values, Consumer purchasing, Sustainability values,                    Online fashion sustainability, Companies’ sustainability work, Consumer attitude. Research question: How does consumers' sustainability values and companies'      sustainability work affect consumers' attitude and purchasing? Purpose: The purpose of this paper is to investigate how consumers’ sustainability values and companies' sustainability work affect their attitude and purchasing in online fashion. Furthermore, the study  aims  to identify what factors may lead consumers to unsustainable purchasing in an online fashion context.    Method: The study was conducted with an explanatory qualitative approach. The empirical data was obtained through semi-structured interviews, and followingly analyzed by combining the study's conceptual model together with a thematic analysis. Conclusion: The findings reveal that consumer values and companies’ sustainability work affects consumer attitude. However, consumer values and companies’ sustainability work do not affect consumers’ clothing purchases online. The most important factors that guide consumers purchasing are product and price. This does not mean that consumers do not care about sustainability during clothing purchases online, however, sustainability is not a priority.

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[pt] Este trabalho expõe uma revisão da literatura acadêmica e jornalística sobre a sustentabilidade da moda e um estudo de campo sobre o lixão de roupas do Atacama. O objetivo é ser um compêndio sobre os impactos da indústria da moda e trazer iniciativas que visem minimizá-los. A moda é a segunda indústria mais poluente do mundo. Representa 2 por cento do PIB mundial, mas contribui com 8 por cento do total de emissão do carbono. É a segunda que mais consome água: 10 por cento do abastecimento e 20 por cento da poluição da água industrial global. Mais de 90 milhões de toneladas de resíduos têxteis vão parar nos aterros sanitários ao ano, sendo que um quarto é incinerada com alto impacto pelo uso de fibras sintéticas. O maior desafio da moda é ser circular e sustentável. Um dos exemplos emblemáticos do impacto da moda no meio ambiente é o descarte ilegal de roupas do deserto de Atacama, no Chile. Em 2021 foi noticiado como o maior lixão da moda do mundo com 300 hectares. Em 2023, através de pesquisa de campo foram encontradas 100 áreas de descarte de roupas: 50 dessas áreas com queimadas, 16 com descartes de roupas e 34 de outros tipos de descartes misturados. Foi observado que esse descarte ilegal tem um impacto social grande na região, onde a economia ao redor foca em peças coletadas para o sustento das famílias pobres. O estudo local e de imagens de satélite permitiu constatar mudanças na dinâmica do descarte ilegal. Muitos são os atores na cadeia da moda e cada um pode mudar os hábitos para termos uma moda menos poluente. Os designers podem utilizar modelagem eficiente, economia circular, upcycling, reciclagem, uso de fibras biodegradáveis em prol da sustentabilidade. Já o consumidor pode apoiar a economia circular, ser consciente com compras, lavagem de roupas, suas peças e a rastreabilidade dos materiais e processos utilizados na peça. / [en] This work presents a review of the academic and journalistic literature on the fashion sustainability and a field study on the Atacama clothing dump. The objective is to be a compendium on the impacts of the fashion industry and bring initiatives that aim to minimize them. Fashion is the second most polluting industry in the world. It represents 2 percent of world GDP but contributes 8 percent of total carbon emissions. It is the second largest consumer of water: 10 percent of the supply and 20 percent of the global industrial water pollution. More than 90 million tons of textile waste end up in landfills each year, a quarter of which is incinerated with high impact due to the use of synthetic fibers. Fashion s biggest challenge is to be circular and sustainable. In 2021 the largest illegal fashion dump in the world with 300 hectares was reported in Chile. In 2023, through field research and georeferencing, 100 clothing areas were found: 50 with fires, 16 with discards and 34 with mixed waste. The economy around the dump focuses on pieces collected for the livelihood of poor families. The local study and satellite images allowed us to observe changes in the dynamics of illegal disposal. Designers can use efficient modeling, circular economy, upcycling, recycling, use of biodegradable fibers forsustainability. Consumers, on the other hand, can support the circular economy, be conscious with purchases, washing clothes, their parts and the traceability of the materials and processes used in the part.