CASE STUDY

Context:

The case of VATHOS Apparel – Greece

Source: VATHOS Apparel website

Description:

Sustainability and the impact of the production process on the natural environment remains an important topic of discussion for the fashion industry for several years now and it is obvious that interest is growing in Greece as well. Brands specializing in ethical fashion production are gaining ground in Greece, with the demand for sustainable products increasing by 91% (number of exit clicks on products from sustainable brands by GLAMI.gr visitors), compared to 2019!

VATHOS Apparel is a modern brand with an ethical character, which stands for environmentally friendly and responsible fashion in Greece. You will find comfortable and stylish pieces in “clean” and minimalist lines, created from 100% organic materials and ecological practices. To produce the clothes, the brand works with small, family-run businesses, boosting small economies and contributing to the upgrading of the profession.

VATHOS Apparel’s practices are considered ethical and sustainable for several reasons. Firstly, the use of 100% organic materials and ecological practices ensures that the clothes produced are environmentally friendly and do not harm the planet. This is an increasingly important factor for customers who are concerned about the impact of fashion on the environment and want to make more sustainable choices.

Secondly, by working with small, family-run businesses, VATHOS Apparel is supporting local economies and contributing to the growth and development of the fashion industry in Greece. This is a socially responsible practice that resonates with customers who value ethical and sustainable business practices.

Finally, the minimalist and clean lines of the clothing created by VATHOS Apparel appeal to customers who value quality, versatility, and longevity in their clothing choices. By creating timeless designs from high-quality materials, the brand is encouraging conscious consumption and discouraging the fast fashion trend of disposable clothing.

Lesson Learnt:

It is possible for fashion brands to prioritize both style and sustainability. By using environmentally friendly materials, partnering with small, family-run businesses, and promoting ethical labor practices, VATHOS Apparel demonstrates a commitment to responsible fashion. This not only contributes to the protection of the environment and the well-being of workers, but also appeals to customers who are increasingly interested in sustainable and ethical fashion options. Therefore, by adopting sustainable and ethical practices, brands can attract customers who share their values and contribute to a more sustainable future for the fashion industry.