Transição para sustentabilidade na moda autoral: um olhar a partir da economia circular

Abstract

This research was a case study to analyze the phenomenon of transition to sustainability in authorial fashion businesses in the city of Curitiba-PR. The study was developed from the analysis of the circular economy theories and the socio-technical transition of innovation, based on the multilevel perspective approach (MLP). The results indicated that the landscape exerts pressure on the regime and opens windows of opportunity with the influence of historical fashion factors, the use of technology, cultural movements such as slow food and slow fashion, and the economic crisis in Brazil. It was found that the regime is dominated by consumers who still decide based on price and status factors, and by major brands in the fashion sector, which are low cost and that, for the most part, do not have sustainability concerns. It was found that the authorial fashion businesses are from niche and are characterized by strong innovative and creative character, but lack professionalization. All brands analyzed have circular economy initiatives in their processes, including: qualified suppliers, reuse and use of discarded materials, craft production and consumer awareness. The main challenges and opportunities for the development and growth of authorial brands were also analyzed. The results showed that authorial fashion companies in Curitiba contribute to the modification of the current regime, seeking the viability of changes from the financial, business, product and innovation towards the environment and sustainability. Thus contributing to the transition to sustainability over the long term horizon.