The luxury fashion industry’s gradual adoption of sustainable business practices has gained momentum with Slowear’s B Corp certification, marking a notable shift in the way premium clothing brands approach environmental and social governance. .
The Italian company’s four-year journey toward certification crystallizes a fundamental tension in contemporary fashion: As fast-fashion retailers face growing criticism over disposable garments, traditional manufacturers are capitalizing on their traditional emphasis on durability as an environmental asset. .
Little value in low-quality textiles
Recent warnings from the UK’s Textile Recycling Association (TRA) suggest that the influx of low-quality textiles into the recycling stream is driving up operating costs and pushing many textile traders to the brink of financial collapse. It also highlights the growing divide between mass-market availability and luxury’s increasing focus on longevity.
The certification process has demonstrated how traditional manufacturing practices, once considered slow by modern production standards, have found new relevance in an era of environmental responsibility.
“Especially in the fashion industry, becoming a Certified B Corp is proof that a company meets the highest standards of transparency in its supply chain, as well as in the manufacturing and distribution of its products, acting in the best interest of all stakeholders: its employees, communities, customers and the territory,” says Anna Puccio, general director of B Lab Italia. “I congratulate Slowear on this monumental achievement and for its commitment to continually improve its impact, joining a community of like-minded companies that share the same values.”
The certification comes amid broader changes at the company, following the appointment of new CEO Piero Braga in May 2023. Under his leadership, Slowear has positioned its traditional focus on product longevity as a contemporary environmental asset. The move seems timely: McKinsey data indicates that 67 percent of luxury consumers now consider sustainability credentials when making purchasing decisions.
Slowear’s transformation extends beyond environmental metrics. The company’s review of its charter to become a profit corporation in 2022 preceded this certification, suggesting a strategic rather than tactical approach to corporate responsibility. The decision to maintain a localized supply chain, while potentially costly in the short term, aligns with emerging trends in luxury manufacturing that prioritize control over efficiency.
With now 303 B Corps in Italy generating more than €15.1 billion in revenue, the certification places Slowear among a growing cohort of companies that are rethinking traditional profit models. However, industry observers note that fashion brands face unique challenges in meeting B Corp standards, particularly around supply chain verification and material sourcing.
Higher production costs
The company’s commitment to sourcing wool exclusively from animal welfare-certified farms from 2022 exemplifies the granular changes necessary for certification. These policies often increase production costs, a factor that has deterred other luxury brands from pursuing similar certifications.
For a brand that operates 20 stores in major fashion capitals including Milan, London and Tokyo, maintaining these standards at scale presents operational challenges and opportunities. The requirement for continuous certification verification could provide a framework for other premium clothing brands looking to modernize their operations without compromising their luxury positioning.
The move comes as European regulators consider stricter environmental reporting requirements for fashion brands. B Corporation status, while voluntary, advantageously positions companies ahead of potential regulatory changes. However, maintaining certification requires continued compliance with strict standards in governance, working conditions, community impact, environmental performance and customer relations.
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