Pursuing sustainability

: the prospects of global fashion corporation : an in-depth analysis of Patagonia and H&M

Abstract

In an era where fashion crosses continents and cultures, the global fashion business gives space for creativity, innovation, and self-expression. Beyond the fascinating and attractive exterior, the fashion industry is a worldwide environmental and social threat. As it tries to stay up with trends, it causes environmental damage and labor abuse. While global fashion companies have taken steps toward more sustainable business models, they are often targeted
by greenwashing accusations and scandals in their supply chain. By investigating the intricacies of these global operations, this study reveals the difficult challenges and promising solutions, in order to uncover the authentic essence of sustainability within the fashion industry. From the analytical exploration of the sustainability efforts of two global fashion companies, Patagonia and H&M, it was possible to acknowledge the degree of polarization in the industry. Qualitative research was used to acquire valuable insights and possible
approaches through in in-depth interviews with experts. These initiatives include collaborative efforts within and across industries, a focus on circularity, priority on recycled materials and waste, transparent supply chains, and the crucial shift toward sustainable production practices. All of which offer actionable pathways for fashion companies in the direction of greater sustainability and ethical responsibility.

Date of Award	23 Oct 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Parada (Supervisor)