Is society’s growing awareness of the need for sustainable consumption compatible with sales that promote compulsive shopping? Or is any price cut welcome in the current economic context? How is the textile industry resolving the dilemma of sustainability vs. competitiveness? In this episode of La Plaça, we talk about this and much more with Marco Palmero, CEO of Basi Group, and Gemma Vallet, Director of 11Onze District.

Everything has a cost. The consumption of organic or local food is more sustainable and possibly healthier, but it is also true that it is often more expensive to produce. We could say the same for almost any other consumer product, including those in the fashion industry.

On the one hand, we want quality clothes, locally made, that, with environmental conservation in mind, allow us to leave fast fashion behind and reduce our carbon footprint. On the other hand, we are looking for low prices in accordance with the loss of purchasing power caused by the economic crisis we are suffering.

Sales in the context of a circular economy

Sustainable brands avoid sales on the premise that they prioritise sustainability and durability over indiscriminate mass consumption. What does the rest of the textile industry do? As Palmero explains, if it were up to him, “he would eliminate all sales” but he recognises that “in situations like the current one, where people are struggling” he has to offer the possibility, albeit temporarily, “to give access to products at a better price”.

Sustainability does not have to be at odds with occasional discounts, it is only necessary for companies to act responsibly within their means. As the CEO of Basi Group points out, “we have worked on circularity with our latest collections, ‘upcycling’, using existing fabrics to create new collections”, without forgetting local production, “cutting fabrics in Igualada and sewing in Lleida”. This means smaller productions, but of higher quality and with more added value, which must be reflected in a fair price.

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