Hållbara strategier : en diskussion kring modeföretags möjligheter att agera hållbart

Over-consumption of resources is becoming an environmental issue with increasing impact. Within the Swedish fashion market efforts to address this issue are becoming more visible. One example is the sustainability concept launched by the brand Filippa K in early 2015. This concept will first be examined using three consequential categories for sustainability within the fashion-system: alternative consumption methods, design and sustainable textiles. Secondly it will be analysed through the discourse of the capitalist market. The examined material has been gathered from the company’s website where Filippa K describes that their “aim is to not […] contribute to over-consumption”. The discussion will be based on the following questions: Which changes, with a sustainable motive, are supported within the fashion-system? How are strategies, focused on reducing consumption, able to be implemented in practice and what are their limitations for success? Does encouragement to reduce consumption effect Filippa K’s prominent position within the market? The results showed that strategies with sustainable motives, focused on consumption reduction, are difficult to implement. Especially within the fashion-system, which is dependent on consumption as a co-producer of symbolic value, and within a society where social relations are supported by consumption practices