This article analyzes the fashion production and consumption practices according to the guidelines of the approach ‘cradle to cradle’ of McDonough and Braungart (2013) and sustainable methods based on social innovation proposed by Ezio Manzini [3]. Describes the challenges towards sustainable development of garment enterprises through the case study of the brand ‘Refazenda’, a Brazilian clothing company whose international image is based on recycling, and whose branding methods surprises the consumer by sustainable concepts and process and by the design.
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