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“Common Objective: what happens to sustainability during pandemic”

“Common Objective: what happens to sustainability during pandemic”

Common Objective is a B2B platform that cares about the future of our planet and of the fashion system. Through its online platform, professionals in the field are put in contact so that they can collaborate effectively and in a sustainable way, from all points of view. Collaboration is a necessary prerequisite for transforming sustainable fashion from a “niche to norm”. Among Common Objective’s partners there is obviously Vivienne Westwood, who made sustainability her mission long before it was on trend; Kering is the other big name worldwide, along with Mantis World, Dhana Inc, Komodo and Ally Bee. Ev Cargo Technology, Plexus Cotton Group and Noissue are just some of the companies offering sustainable packaging, transport and raw materials. Common Objective thinks about the process from A to Z.

all images courtesy Common Objective via Instagram

Through Crowdcube, Common Objective has launched a fundraising campaign, closing next Friday 22nd of May. To date, the collection has reached the amount of £ 387,830, exceeding the target set at the beginning of £ 350,000. The funds go to Common Objective’s partners, with the aim of preserving their commitment to sustainability during this period of crisis.

If sustainability is still on the agenda, not only for the fashion system but for the whole market, the economic crisis we are going to face will make the mission critical and rather difficult. After all, changing your business in a greener way without compromising your finances was an already difficult mission pre-crisis. Now it becomes simultaneously more important and more problematic.

Common Objective insists, on the dedicated Crowdcube page, on the importance of focusing and working on the world of fashion, which is “a huge and influential market, worth $2 trillion in annual sales, involving 1 in 8 people in the world”. It is good to remember once again that even the smallest change in this sector makes the difference. And, Fashion is only the beginning because, as Tamsin Lejeune, CEO of Common Objective said, “Fashion business, done well, is transformative, creating inspiring products and sustainable, fulfilling jobs”.

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