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The fashion industry operates in a highly competitive market dominated by global brands.  


The competitive pressure is becoming higher and global demands continue to require new collections constantly. The rapid continuous changing of collections has induced customers to act according to the rules of fast-fashion.


Chasing the fantasy that buying more clothes will make us happier.


In the last 20 years the tendency to anxiously buy clothes with  little money has become the norm for most people. The consequence being a massive consumption with no social and environmental awareness. 


The manufacturing process that enables to produce an enormous amount of  clothes in very little time is causing irreversible damages on an ecological and social level. It is wasting natural resources  and allowing extremely poor working conditions that undermine basic human rights. 


We need to act different, now.  

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