Degrowth Implementation in Fashion Brands: A Multi-case Study

Similar to macroeconomic criticisms of environmental degradation, authors argue that fashion is in dire need of degrowth to achieve sustainability (Fletcher and Tham, 2019; Niinimaki et al., 2020; Klitgaard and Krall, 2012; Hankhammer et al., 2021). Degrowth is defined as reducing production and consumption for the sake of increasing sustainability (Schnieder et al., 2010). However, there are few works empirically exploring degrowth implementation on a business level, (Nesterova, 2020; Khmara and Kronenberg, 2018; Hankammer et al., 2021). There are even less empirical findings on degrowth fashion implementation. Thus, this study empirically explores how fashion brands implement degrowth through three aims: their definition of degrowth, what values they have, or think are needed for degrowth, and the specific degrowth activities they implement. To accomplish this, a multi-case study was conducted which analysed both brands’ online websites and resources, and semi-structured interview data. The results were organised into four main themes: definitions, values, implementation, and challenges. Findings reveal how degrowth implementation among fashion brands remain limited by distinct internal, external, and ideological challenges. This includes how interviewed brands were limited by age and/or scale in implementing certain solutions or felt disadvantaged due to degrowth’s slow external acceptance. However, despite these, data largely reveals that degrowth fashion brands are in early, radical development. They are characterized by strong responsibility, transparency, and awareness values, as well as implementing streams of alternative growth. This study overall furthers the field of degrowth fashion research with empirical evidence of its development.