As people increasingly see their clothes as shorthand for ideology, they’re looking for items that reflect their eco values. Diesel's 'evergreen' collection is feeding into this shift, with greater attention paid to responsible sourcing, and it’s proving its transparency to shoppers in the form of QR codes.
Launching in 2022, the ‘Diesel Library’ collection focuses on sustainability in line with the group’s ‘For Responsible Living’ strategy. Achieving this through the use of organic and low-impact materials such as recycled fibres, and treatments that reduce the use of water and chemicals, the brand is hoping to woo the growing number of people who are rejecting linear supply chains. The range is also genderless and every item is tagged with a QR code that links to Diesel’s website, where shoppers can find details about the responsible attributes of each piece. Hoping to speak to digital behaviours, gender-fluidity, and sustainability, the brand says that the collection creates “iconic, essential pieces conceived to outlive trends and last for years on end.”
With sustainability and inclusivity leading the conversation in the fashion industry, people are becoming more aware of the role that fashion plays in wider cultural movements. As such, there’s a growing sensitivity to greenwashing and heightened attention on eco-credentials. Indeed, 83% of people feel misled by sustainable marketing. Against this backdrop, transparency is becoming a must-have for shoppers who want reassurance that their sustainable decisions are in line with their values. While Diesel's QR code is one way to tap into these desires, designer Bethany Williams takes another route, marrying sustainability with social causes to initiate meaningful change across the sector by collaborating with charities such as the San Patrignano drug rehabilitation community in Italy.
Sophie Robinson is a behavioural analyst. With a background in anthropology, she’s experienced in understanding the cultural mechanisms that shape the world. When not working, she’s making documentaries for her MA programme or wild swimming.