The browser you are using is not supported by this website. All versions of Internet Explorer are no longer supported, either by us or Microsoft (read more here:

Please use a modern browser to fully experience our website, such as the newest versions of Edge, Chrome, Firefox or Safari etc.

Can businesses adopt a sufficiency approach to prevent fast fashion? New book chapter!

Colourful clothes on hangers

The IPCC defines “sufficiency” as practices or measures that limit the demand for energy and resources. For companies this means focusing on consumers’ actual needs instead of creating trends. But how do they do this in practice?

In the new book “Sufficiency in Business - The Transformative Potential of Business for Sustainability”, IIIEE Professor Oksana Mont contributes with real-life examples of sufficiency-oriented companies from the fashion industry. The fashion industry accounts for about 10% of global carbon dioxide emissions. The reason for the fashion industry’s large emissions is “fast fashion” – a business model characterized by rapid trends, low-cost clothing, and low quality. This leads to massive waste and ever-growing consumption, as the clothes quickly wear out and become outdated. In response, a movement of clothing companies practicing “slow fashion” has emerged.

Prof. Oksana Mont has examined how fashion companies in France have operationalising “sufficiency” as an approach. Their for a fundamental change in the textile industry is evident in several ways. The companies have a different perception of time, focusing on long-term sustainability and quality rather than quantity. Another aspect is that fairness is a central value—the companies consider all stakeholders, including the environment and society, which contrasts with traditional companies’ focus on shareholders’ interests.

Read a brief interview with Prof. Oksana Mont here.

Read more about the book and book chapter here.