He Atacama desertin Chile, it has been one of the largest textile landfills in the world for year. Thousands of tons of clothes reach this place every year, and it is mostly cheap and poor quality garments, with mixed synthetic fibers that cannot be recycled and causes them to remain there for centuries.
With the intention of relieving the problem, it has emerged A second -hand trade initiative to give way to the garments that accumulate there.
The project “Re-Commerce Atacama” It is a platform through which buying clothing discarded by the fashion industry in the Atacama desert, which in most cases is practically new and belongs to large brands in the sector. The main attraction is that The garment is free and the consumer only pays the shipmentin such a way that he pays for taking out the desert article.
“Re-Commerce Atacama” is an initiative promoted by Vtex, specialized in electronic commerce solutions; The activist movement Fashion Revolution Brazil; and the collective Desert dressed, that works by promoting the circular economy in the region. In addition, it has had the Brazilian advertising agency Artplan in the ideation and development of the creative concept.
“Don’t buy. Rescue ”, is the motto with which they are inviting users to help clean the Atacama desert. As explained, the first collection of garments will be available today, March 17, and will be composed of pieces in good condition that members of desert dress have found in the place. Are They have been cleaned and hygienized so that they can be used again.
VTEX has been in charge of establishing delivery logistics, possible to any part of the world.
The initiative seeks Convert waste into opportunities and give a second life to clothes. In an innovative and practical way, attention is called the environmental impact of the fashion industry and encourages a reflection on current models of overproduction and excessive consumption. It is estimated that about 39,000 tons of pieces are poured annually in the region, forming authentic mountains of garbage. The situation is mainly a consequence of the market Fast Fashion that prevails in the United States, Europe and Asia.
“We believe that each piece has a story and a purpose“said Mariano Gomide de Faria, CEO of VTEX, according to the Brazilian media World hair marks. “Our mission is to rescue these garments and give them a new opportunity, promoting a process of awareness of exacerbated consumerism that today promotes the fashion industry”
From the agency they point out that the campaign proposes a new meaning of what is considered residue, returning the value and power to each garment with a new beginning. “We take a real problem and transform it into a story that connects, generates commitment and awareness“; Rodrigo Almeida, Monte, Chief Creative Officer of Artplan.”Atacama Re-Commerce is not only a reuse project, but a way of giving voice to the discarded pieces, of counting the trajectory of these garments and, at the same time, causing a more critical look on consumption”
“We are living a climatic emergency and the fashion industry needs more solid commitments”; He has expressed, on the other hand, Fernanda Simon, executive director of Fashion Revolution Brazil. “This action is a way of attracting attention to what is behind the garments and provoking new ways of relating to them”
The Atacama desert and the environmental emergency generated by the fashion industry has become communication territory For sector brands in recent years. To name some initiatives, Ecoalf made visible the issue within the framework of Black Friday; While Blue Banana created the documentary “Wonder to Wasteland” to raise awareness about the problem.
More info.: Recommerce Atacama
