Sustainable fashion worldwide and in Italy - solutions with nfc tag
Blog 03/01/2022

Sustainable fashion worldwide and in Italy - solutions with nfc tag

The future of the fashion world is increasingly focused on the trend for sustainable fashion. Solutions and innovation of the internet of things.


Sustainable fashion: IoT solutions to guarantee traceability and sustainability in the production chain

Sustainable fashion, aided by the pandemic, is now one of the hot topics in the fashion industry, which is calling for an increasingly more informed and eco-sustainable production chain.

More and more steps are being taken by brands and stylists towards a process of sustainable development such as the integration of new materials, production chain traceability, data transparency and measurable results.

The change of course is due to an awareness of brands that there is a need for a production process which has less impact on the environment, both due to an explicit request by consumers, who are increasingly demanding, and by those who are no longer content to just have beautiful clothes to wear.

Today’s consumers want to know how the clothes they wear are made and be sure that the production processes do not contribute to deteriorating the environmental conditions of the planet and that the rights of the workers producing them are respected.

According to various sector-based surveys, such as The Future of Retail Store and Customer Engagement in the New Normal survey by the Bocconi university, the key factors which will influence purchases in the near future are the attention paid in the supply chain, the wellbeing and rights of the people taking part in the production process and a new way of viewing sustainability.

Sustainable fashion: IoT solutions to guarantee traceability and sustainability in the production chain

Ethical and sustainable fashion: What are they?

Sustainable fashion means fashion which respects both the environment and society by paying attention to all the stages involved in creating a product: from its conception to the availability of raw materials, from production to distribution, right up to the sale to the final consumer.

This innovative process of creating fashion involves the use of less polluting raw materials, the minimising waste and costs in the production phase and producing durable objects, plus creating a link between brands and customers and stimulating conscious consumption.

In recent years, the concept of ethical fashion has also emerged. This model focuses its values on more sustainable production in terms of human resources, which therefore, leads to fair pay for the work performed without exploitation.

For clothing to be ethical, it is, therefore, essential that both the production processes, the elimination of waste, and the working conditions of the people involved in every stage of the production chain are verified.

All this is made possible thanks to Industry 4.0 and the advent of technology, such as the Internet of Things which help companies to achieve more efficient and less polluting production processes, thus cutting production costs and the environmental impact.

Moreover, thanks to traceability through IoT technology, the process of sustainable fashion is also carried over into a second stage of the life of fashion products.

Nowadays, an increasing number of consumers are, in fact, willing to purchase “second-hand fashion”, by buying objects guaranteed and certified by this technology.

Ethical and sustainable fashion: What are they?

The point at which sustainable fashion is in Italy


The point at which sustainable fashion is in Italy

According to various studies, consumers’ expectations towards brands are increasingly linked to social and environmental responsibility.

 Looking at the data which emerged from a study by students of MAFED by Bocconi on a sample involving about 600 European citizens, we can see that:
  • Over 55% of consumers are willing to spend about 5-20% more for a garment produced with a positive environmental and social impact and respect for the workforce.
  • Less importance is given to “made in” with a transition from a Business to Business (B2B) to a Human to Human (H2H) market. According to research, an increasing number of consumers now place less importance on the words “made in” which was once synonymous with quality and reliability. Gen Z consumers want more details about the traceability of the supply chain and brand transparency.
  • The pre-owned phenomenon is on the rise. According to the survey, about 70% of consumers are willing to pay a premium price to buy products that are verified and certified by the brand, thus prolonging the life cycle of the product and contributing to the circular economy model.
  • A change in role is envisaged for sales assistants who will be increasingly regarded as authentic influencers. A phenomenon not to be underestimated, which is already gaining in popularity in China through e-commerce live-streaming, a sales method mixed with entertainment.

Sustainable fashion issues for brands

Sustainable fashion issues for brands

The fashion world is one of the industries with the biggest environmental and social impact, second only to the petrochemical industry.

To succeed in transforming their production models, brands should focus on the key issues:

  • Traceability of the production supply chain;
  • Use of eco-sustainable materials and raw materials;
  • Elimination of toxic substances in production cycles;
  • Reduction of CO2 emissions;
  • Decrease in waste for the production of water and electricity;
  • Improvement in the wellbeing of production workers;

Which are the sustainable fashion brands?

The following feature in the top 5 brands which have embraced the sustainable fashion process to safeguard our planet:

  1. Stella McCartney: the designer, who has always paid attention to animals and the environment, has been committed for years to creating an ethical and sustainable type of fashion.
  2. Timberland: the brand has always been strongly committed to creating sustainable and environmentally responsible products with the use of organic, renewable and recyclable materials.
  3. Gucci: among the leading brands in the race for a sustainable fashion model is Gucci which aims to reduce its environmental footprint by 40% by 2025.
  4. Patagonia: a brand specialised in the production of ultra-glamorous outdoor technical clothing founded in Ventura in 1973. Over the years, this company has become a truly sustainable fashion brand. An example are their padded jackets made of 100% traceable feathers, made without plucking geese.
  5. Reformation: a major brand in the fashion industry, it is, without a doubt, one of the most eco-sustainable brands. It has always been committed to the protection of workers’ rights and the use of materials free from harmful substances, with particular focus on transparency in the production chain.

Who are the sustainable fashion customers: Gen Z


The purchasers, above all Generation Z, have always been more careful when spending and more focused and willing to shop while respecting the values of sustainability.

One of the latest surveys conducted by Trustpilot and London Research indicates that 90% of Italian consumers are willing to stop buying fashion brands without ethical standards.

Final consumers succeed in expressing their ethical values by purchasing brands focused on issues linked to working conditions and sustainability policies.

Generation Z thus imposes a focus which brands cannot allow themselves to ignore.

Who are the sustainable fashion customers: Gen Z

IoT solutions for sustainable fashion and more responsible production

Technology and innovation are on hand to help brands achieve the pre-fixed goals of sustainable fashion.

Temera has designed and developed t!Care - an integrated blockchain technology solution - to guarantee the traceability and sustainability of the production chain of fashion and luxury goods companies.

Transparency is the key to a revival in these sectors: t!Care certifies the commitment towards more responsible production. With this platform, Temera offers companies the opportunity to create solid credibility towards the end consumer.

Among the various opportunities of BlockChain, t!Care interacts, in its native state, with VIRGO the ‘trust as a service’ platform launched by Temera in partnership with VarGroup, PwC and Luxochain.

Nfc technology forms the basis of the optimisation of the company processes and allows you to have not only perfect control over the production chain and distribution, but also an excellent anti-counterfeit and brand protection system.


Thanks to Temera solutions and IoT technology, the future of sustainable fashion is already reality.

IoT solutions for sustainable fashion and more responsible production

Grazie alle soluzioni Temera e alla tecnologia IoT il futuro della moda sostenibile è già realtà.