Thought or question of the week: How to avoid the rebound-effect (take-back effect) of selling sustainable fashion? Selling sustainable fashion leads to a certain expected environmental or social cost reduction (e.g. 50% less waste water) if production and consumption are hold constant. However, the expected benefit may, for example, be offset if the sustainably produced fashion is additionally sold and consumed on top of the conventional fashion.
One possible solution would be to hold production and consumption constant. Thus the challenge for the fashion industry would be: How to hold production and consumption constant and make producers and consumers really switch from conventional fashion to more sustainable fashion? Or is it possible (and worthwhile) to produce and consume additional fashion without causing any additional environmental or social costs? Can the circular-flow-economy as suggested, for example, by the cradle-to-cradle approach or shareconomy provide solutions to this problem?
If the sustainable fashion industry is satisfied with producing “feel-good-additionals”, it does not contribute to less resource use but to more.