Hand woven and natural dyed products thus eliminating

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hand woven and natural dyed products thus eliminating built-in obsolescence. As mentioned above under Archetype 5, the Ethical Fashion Initiative promotes responsibility along the fashion value chain by ensuring a number of bene fi ts to the workers, e.g., earning a living wage, digni fi ed working conditions and minimum impact on the environment and on the other hand communicates this added value and quality brought by artisanal production (Ethical Fashion Initiative 2016 ) to Sustainable Design and Business Models in Textile and Fashion 125
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promote buy less for more concept. Larger companies, such as Patagonia and Nudie Jeans, take much more diverse efforts in communicating suf fi ciency through their business. Patagonia, for instance, engages with activities for moderating sales by organizing manipulative consumer marketing campaigns, no sales incentives, choice editing, etc. One way of communicating their unique business model has been via their don t buy this jacket campaign intending to encourage people to consider the effect of consumerism on the environment and purchase only what they need (Ekvall et al. 2014 ). In addition, Patagonia s Common Threads Initiative supports reduce, repair, reuse, and recycle activities emphasizing the waste hierarchy. Partnerships with iFixit teaches customers how to repair their gear to increase the useful life of products under the Buy Less, Repair More campaign (iFixit 2015 ), while that with online marketplace e-Bay supports and encourages reuse of secondhand Patagonia clothing once unrepairable. This promotes diverse value creating logic, while follow-on repair services yields long-term customer relationships and trust, leading to loyalty and reputational bene fi ts, collaboration with online marketplace renders a strong resale value of used product, thus encouraging customers pay premium price. As mentioned above, Nudie Jeans similarly encourages suf fi ciency along its eco-cycle initiative (Nudie 2015 ); Nudie Repair shops help its customers to repair worn out jeans free of charge or give back the jeans totally, which is then washed and repaired and put back in the shop as a secondhand item for sales (Pal 2016 ). Likewise, smaller designer-led initiatives have also emerged in the scene in the recent years which promote suf fi ciency by offering value regaining services. Both online and physical platforms and initiatives have been launched which offer redesign or repairing solutions as pay-per services or completely free of cost, or educational awareness through lessons. By embodying multiple mechanisms within the business model, these SBMs render suf fi ciency along with. For example, Dream and Awake is a small designer-led initiative in Sweden that collects or buys old vintage clothes from the market and redesigns, photographs, and fi nally sells them through mobile studios. It also involves with organizing redesign workshops with wearers in providing designs, facilities, and equipment to help them redesign their own clothes (Pal 2016 ). This
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  • environmental sustainability

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