Re-Inventing Portuguese Brands for Sustainability

This research aims to demonstrate practices national fashion brands adopt for economic, environmental, and social sustainability. In the specific case of this research, we explored how the Luís Buchinho Brand positioned itself regarding the current topic of Sustainability and its importance for the Fashion and ITV sector in Portugal. It is important to understand the strategies adopted, the methodology developed for the creative process, and the respective objectives behind this practice. Identifying the products developed, the results, and how these were received by the market and the brand's target audience is also a concern, to identify them as good practices in obtaining results for sustainability. The initial approach of the Zero Waste concept, as well as the research of other examples of brands that have developed products under the same perspective, becomes of great importance for studying the relevance of this practice. The research methodology focuses on mixed, non-interventionist methods by developing framing and interventionist bibliographical research through the practical study of the Luís Buchinho brand. The results reveal market acceptance as well as the implementation of a good practice that can be an example for other brands in a first approach to sustainability and the reduction of textile waste; on the other hand, it becomes a means for the brand itself to optimize the investment made in raw materials and give them new uses.