By Ángeles López Saenz
Today I come to talk to you about laws. And I don't want to bore you with articles, regulations or a dense reading full of unreadable protocols.
I wanted to bring it down to our area of expertise and talk to you about the European Union (EU) and its green light to the expected Nature Restoration Law after months of intense debate and political blockage. And how it can be a great opportunity for those of us who have a sustainable fashion business and/or brand.
This regulation establishes clear obligations to restore damaged ecosystems, with the oal of recovering 90% of degraded habitats by 2050.. Despite domestic opposition and political controversies, the law represents a significant victory for environmental sustainability and offers a unique opportunity for sustainable fashion brands.
The processing of this law had become a point of friction within the EU's green agenda.Farmer protests and opposition from certain countries led the right to try to slow down the ambitious environmental policies of the last five years. Even so, Austria's Environment Minister, Leonore Gewessler, was instrumental in passing the law, even challenging her own government, which was against it.
Gewessler justified her vote by stating that she "could not reconcile with her conscience to let this opportunity pass without trying everything."Despite tensions within the Austrian government and threats to appeal the decision to the Court of Justice of the EU (CJEU) by Chancellor Karl Nehammer, the law eventually moved forward.
Photo by Maria Orlova: https://www.pexels.com/es-es/foto/madera-naturaleza-moda-creativo-4946531/
And what does this new legislation seek? Restore damaged ecosystems, prioritizing protected areas such as the Natura 2000 Network, and has intermediate goals of 20% by 2030 and 60% by 2040 and 90% by 2050. The law also includes an "emergency brake" that allows measures to be suspended until one year in case of unexpected emergencies.
For sustainable fashion brands, this law presents a golden opportunity,since the restoration of ecosystems and the promotion of sustainable practices are in line with the values of sustainability and social responsibility. Furthermore, the possibility of receiving EU support to carry out biodiversity projects can be a quite significant economic incentive that could resonate with our brand values and objectives.
Therefore, the implementation of this law can be a catalyst to position ourselves as leaders in the fashion sector. So I have brought you here some ideas of how this law could benefit us:
- Innovation in Materials: The restoration of ecosystems can open doors to new sources of sustainable materials. Explore and use natural fibers that promote restored ecosystems, guaranteeing more ethical and ecological production.
- Commitment to Biodiversity: We will be able to support and participate in nature restoration projects, which would strengthen the image of our brands as defenders of the environment. This not only attracts more conscious consumers, but can also be a competitive advantage for the global market.
- Education: Educate our consumers about the new law, so that they are also aware of what is coming, are more aware and avoid advertising greenwashing. Publicize the importance of healthy ecosystems and how your purchases contribute to our efforts.
- Strategic Collaborations: We must generate and maintain alliances with environmental organizations and other industry actors to create restoration projects that generate beneficial synergies and create a support network for green initiatives.
Photo by cottonbro studio: https://www.pexels.com/es-es/foto/persona-mujer-pelo-rizado-mirando-a-otro-lado-5364956/
However, every opportunity always carries with it responsibilities and challenges, and as small, sustainable fashion brands like we are, we must be prepared to:
Transition towards more sustainable practices and engage in restoration projects, which will require significant upfront investments. And if we access and apply for EU aid, these costs could be mitigated.
Ensuring we comply with new regulations can be complex, so it is crucial to stay informed and adapt quickly to future legislative changes, which will become increasingly more demanding.
And let us remember the importance of transparently communicating transparently communicating all our efforts and progress. Maintaining clear and honest communication with our consumers will strengthen the trust and credibility of our brands.
Anyway, changes are coming, the tide is rising, and as sustainable fashion brands, it is our opportunity to join forces, mark milestones, and fight for environmental sustainability. It is in our hands to accept this challenge and start the movement.
