Danish Fashion Institute & BSR Launch the ‘NICE Consumer’ Project

Posted on Mar 8, 2012 in Corporate Social Responsibility | 0 comments

The NICE Consumer project—a new joint initiative led by BSR and the Danish Fashion Institute—aims to inspire changes in government policies and business practices to help consumers make more sustainable choices in the purchase, use, care for, and disposal of fashion items.

“As resources become scarce and more expensive, innovation in fashion—the future of chic—is all about sustainability: clothes, shoes, and accessories that look great and have the lightest possible environmental and social impacts,” said BSR Advisory Services Manager Cody Sisco.

“We want to create a global movement on sustainable fashion that activates and engages the fashion consumer in new and innovative ways,” added Jonas Eder-Hansen, Development Director, Danish Fashion Institute. “If we move the consumer, we can create real change within the industry.”

Research shows that despite numerous industry efforts, ethical purchasing happens most often when it coincides with the consumer’s budget—and even then it is not guaranteed. Sustainable fashion consumption has been even more difficult to achieve because so many other factors influence consumer choices, from the item’s look and feel to the consumer’s mood or even the weather. The fashion industry has struggled to create products that are affordable, fashionable, and sustainable.

To address this problem, the NICE Consumer project will develop a vision and framework for sustainable fashion consumption based on research and dialogue with leaders in the fashion industry.

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