Fashion and Sustainability: The Czech Republic Perspective

The chapter aims to introduce the key aspects of sustainability within the fashion industry while focusing on the Czech Market perspective. Highlighted will be the success of Czech designers who have built their brand on sustainability in contrast with fast fashion chains and other companies applying greenwashing. Both secondary, as well as primary data will be analysed. Qualitative primary data from the Czech market will be collected via semi-structured interviews and analysed using content analysis. The authors of this chapter present artification and cross-cultural perspectives in the context of the Czech Republic. The findings will conceptualise brand and strategy building differentiated as sustainable startups and already established fashion designers from fast fashion chains and other companies.