Osklen Case Study: The Hurdles of Sustainable and Circular Fashion in Brazil

Abstract

This case study shows how Osklen, a 30-year-old fashion brand in Brazil that focuses on Brazilianness and sustainability, has been facing challenges in the last 10 years pioneering the adoption of recycled cotton in its products. By taking the lens of biomimicry and supply networks that encompass vertical, horizontal, and diagonal ties, the case exposes how the weak links in the transition to circular fashion limit advancements. In a field such as sustainability where lack of transparency prevails and there is decoupling between practices and communication, consumers are often unaware of what is being done behind the scenes, and pioneer fashion brands may not benefit from sustainable and circular fashions. Besides the challenges at the consumer front, the shift to circular fashion is hindered by having scavengers as the weak link in the supply network given the lack of financial incentives, excessive informality, and misguided marketing from larger brands.

Citation

Marques, L. (2022), "Osklen Case Study: The Hurdles of Sustainable and Circular Fashion in Brazil", Bals, L., Tate, W.L. and Ellram, L.M. (Ed.) Circular Economy Supply Chains: From Chains to Systems, Emerald Publishing Limited, Leeds, pp. 357-365. https://doi.org/10.1108/978-1-83982-544-620221019