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ÀLA.HAUSSE

alahausse

As hurricanes ravage coastlines, droughts destroy crops, and industries pollute waterways, the world would appear to be falling into climatic chaos. This may sound terrifying, but this shouldn’t be news to anyone. The information age has spread this fact to all four corners of the world, and yet many countries continue to conduct business unsustainably and unethically to this day. In 2015, the UN first implemented its , to end poverty, protect the environment, and ensure that by 2030 all people on Earth enjoy “peace and prosperity.” At ÀLA.HAUSSE, we are hopeful that this goal will be achieved. Given the current state of things, it will be difficult, but we at ÀLA.HAUSSE see the value in any pursuit related to sustainability. This is why every decision that we make is done so with the in mind.  In comparison to our counterparts who use the linear approach to business, the ÀLA.HAUSSE carbon footprint is significantly smaller; this is one of many ways we stay ahead of the sustainability curve. Sustainable Development Goals initiative circular business model Another is in our goal setting. Of the 17 sustainable development goals (SDG’s) set in 2015, six of them are aligned with ÀLA.HAUSSE’s own. The following is a description of each goal and ÀLA.HAUSSE plans to take action. https://www.youtube.com/watch?v=89tInECFdQ4&feature=emb_title Sustainable Development Goal 6: Clean Water and Sanitation The fashion industry uses approximately 79 billion cubic meters of water per year, making it one of the worst contributors to water scarcity. This is due to the massively ridiculous water costs associated with the materials processes. for example, uses over 2700 liters of water, enough for a single person to drink for two years. A single cotton shirt, These numbers may sound astounding, but this is the reality that we experience today. With all our advances in technology and marvelous machinations, we still have trouble finding a better way to use our water. This inability to find a balance between the fashion industry and our water sources has inevitably led to extreme pollution. Rivers near textile factories are known to contain many as well as over . These chemicals inevitably leach into the water systems, affecting surrounding populations and destroying our water sources permanently. microplastics, 8000 chemicals like formaldehyde and chlorine This is all happening because of fast fashion. The fast-fashion approach to business is an archaic creation of the past, and has served to only cause problems for our future. ÀLA.HAUSSE’s utilization of the circular business model aims to keep these problems to a minimum by reducing the water loss and water pollution of the fast fashion industry. Sustainable Development Goal 8: Decent Work and Economic Growth The ÀLA.HAUSSE agenda demands innovation within the industry. It is our goal to revolutionize the fast-fashion market, we have integrated ourselves into the infrastructure of the modern fashion age, and we hope to continue to strengthen this infrastructure so that sustainability becomes a foundational feature of future planning. Using AI-powered analytical systems, ÀLA.HAUSSE software engineers become powerful innovators. We can program useful, sustainability-focused features that enrich the user’s conscientious experience. The carbon calculator, for example, provides an accurate account of the carbon dioxide emissions removed due to the user’s accumulated purchases. Our innovations are our strength, and we hope to continue to provide innovations that bolster the sustainability agenda. Sustainable Development Goal 9: Industry, Innovation and Infrastructure The ÀLA.HAUSSE agenda demands innovation within the industry. It is our goal to revolutionize the fast-fashion market. With ÀLA.HAUSSE‘s Multi-functional and Multi-purposeful Fashion Ecosystem, we have integrated ourselves into the infrastructure of the modern fashion age, and we hope to continue to strengthen this infrastructure so that sustainability becomes a foundational feature of future planning. Using AI-powered analytical systems, ÀLA.HAUSSE software engineers become powerful innovators. We can program useful, sustainability-focused features that enrich the user’s conscientious experience. The carbon calculator, for example, provides an accurate account of the carbon dioxide emissions removed due to the user’s accumulated purchases. Our innovations are our strength, and we hope to continue to provide innovations that bolster the sustainability agenda. Sustainable Development Goal 11: Sustainable Cities and Communities Anthropogenic climate change has pressured city developers to build communities in the future with sustainability held to a higher standard. By contributing to the establishment of a circular business model within the fashion industry, ÀLA.HAUSSE is also establishing a centralized platform that breaks new ground in this prioritizing initiative. Through this platform, users are encouraged to build social ties on the microscale (P2P) that in turn connect them on the macroscale (global climate activism). By providing a social setting for the circular business model, like-minded individuals can not only exchange clothing items, but they can also exchange ideas, foster new relationships, and build connections that strengthen the circular economy as a whole. Sustainable Development Goal 12: Responsible Consumption and Production Modern fast fashion is stupidly irresponsible and unfathomably unsustainable. The average American citizen throws away 82 pounds of clothes each year (the equivalent of 26 billion pounds of textiles), 85% of which ends up in landfills. 99% of all clothing items are , and more than 50% of fast fashion items are thrown away within 12 months. These issues are not going away, and are only increasing in severity as each year passes. estimated to be recyclable We at ÀLA.HAUSSE recognize these challenges and want to lower rates of consumption by throwing that linear model straight out the door and replacing it with the circular business model. Our platform permits users the ability to efficiently buy, sell, rent, and lend their fashion apparel, preventing these items from becoming waste and negating the need for more and more products. Sustainable Development Goal 13: Climate Action Annually, the manufacturing of apparel releases approximately 1.2 billion tons of greenhouse gases, or 10% of all global emissions. This massive quantity doubles that of the global flight and maritime industry. The fabric production stage of the apparel lifecycle is the most impactive, accounting for 42% of the total climate impact. This stage, along with garment and fiber production, has significantly reduced activity when the circular business model is implemented. This is why we are such huge supporters of its usage. ÀLA.HAUSSE wants to provide our eco-conscious users the opportunity to utilize the circular model through our secure multi-functional platform. It is a place where they can continue shopping for their favorite brands while also engaging in climate activism. This can be achieved through the ÀLA.HAUSSE‘s Multi-functional and Multi-purposeful Fashion Ecosystem. The social features, for example, provide a platform for climate activists to not only shop, rent, and sell conscientiously but also engage with one another. This was all built with the intention to develop ties in the climate activist community across the globe, and in so doing, to further the climate action agenda. Why We Choose our Goals You may be wondering why we do this, why we set goals that aren’t always about the bottom line: it’s because we care! We care about our planet, and we want you to as well! The ÀLA.HAUSSE family recognizes many of the environmental issues inherent to the fashion industry, and we want to do our part in mitigating these damages. That’s why every time we invite others to join our cause, we do so with the intent to build a family that wants to save Mother Earth.

How the UN’s Sustainable Development Global Goals Align With the ÀLA.HAUSSE Mission

Background: The need for change is evident, as the fashion industry is responsible for 10% of the world’s total carbon emissions, 20% of wastewater from dyeing and treatment, and the disposal of 87% of its total fiber input in landfills. If we do not act now, there is a 60% expected increase in industry emissions by 2030. Sustainability in the industry needs to be put at the forefront, the fight against overconsumption and unethical practices must be embraced in order to create a difference. With you and me, ÀLA.HAUSSE can be a catalyst to produce a feasible, circular ecosystem, for a long-lasting and greener future. The Ideation One evening Post-New Year's Eve. I was sitting on my yoga mat. My Bichon Frise Caesar came by to demonstrate his infamous downward-facing dog. While I was watching him stretch with confidence, I started to contemplate what dogs in other countries were up to. I couldn’t help but think about the homeless ones, the ones waiting to be rescued, and the ones forced to be euthanized. That night, I made a pledge to myself to help these poor souls any way I could. The following days were spent in intense contemplation. I reflected on what sort of conclusions could solve this urgent and imminent issue, so that then we may be able to help drive attention towards helping impoverished animals. However, as more research is done, more urgency makes itself apparent within the environmental surrounding the fashion industry. concerns https://vimeo.com/464822189 The Formation I’ve always been a fan of fashion and the scalability of a marketplace model, but unfortunately I have also been an unconscious shopper in the past. I decided to combine my passion and faults into one, and voila: ÀLA.HAUSSE. ÀLA.HAUSSE is an AI-powered, sustainability-driven ecosystem where everyone and anyone can buy, sell, rent, or lend their personal " Clossets" (clothing assets) to each other, facilitated by our networking and technology prowess. [ ala.hausse ] The Uprising: ÀLA.HAUSSE is French for “On the Rise”. I chose this name because it represents the uprising sustainable movement and principles that has started and will be held close to our values as individuals and members of our society. https://vimeo.com/642517986 Fast forward a year later, we see that the fashion industry is ready to embrace our movement. The tipping point has been the observed new-gen attitude shift towards sustainable and eco-friendly practices. Brands In 2020, H&M launched a sustainability obligation and are now using 64.5% of materials from recycled or more sustainable sources (planning on 100% by 2030), 100% organic cotton, is number 1 in the fashion revolutions fashion transparency index Gucci has been establishing its sustainability efforts by achieving a 44% reduction for our total footprint, surpassing their target four years ahead of time also achieving a 47% reduction in greenhouse gas emissions alone since 2015 thredUP,  a sustainable (online resale platform for women’s and kid’s apparel) IPO that has been able to save 1.0 billion pounds of CO2 emissions, 2.0 billion kWh of energy, and 4.4 billion gallons of water, allocating $500,000 from the proceeds of the IPO to start a policy arm that helps curb the disposable fashion crisis. Versace vows to use 100% renewable energy by 2025. Consumerism According to 's report, 2nd hand resale and rental market top ⅔ fastest growing sectors in fashion, with a growth rate of 25X than the broader retail sector 49% VS 2%. By 2029, resale is expected to be bigger than fast fashion. thredUP Compared to the second-hand apparel market increased from $11 million in 2012 to forecasted $64 million in 2024. In 2020, 86% of over 200 Million surveyed consumers say they have or are open to shopping. 45 percent of GenZ and millennials say they refuse to buy from non-sustainable brands and retailers. The resale market is growing at a rate 11 times faster than traditional retail and should be worth $84 billion by 2030, with fast fashion predicted to be worth about $40 billion. Genz and millennials are powering the rise of shopping second hand with each generation having 42% of people who shop second hand secondhand products, when compared to the 45% in 2016/ Secondhand, is expected to be 2x bigger than fast fashion in 2020 Corporation CSR ( Corporate Social Responsibility ) is being emphasized as the key to the industry’s sustainability journey: from behaving ethically as a business practice to taking on the environmental responsibility of a corporation and business process and operating cost. Kering has developed an innovative tool in 2018 and has further implemented and shared to the industry for adaptation for measuring and quantifying the environmental impact as a key enabler of a sustainable business model, for guiding its sustainability strategy, improving its processes, and supply sources, and choosing the best-adapted technologies. Sustainability practices have become a brand-defining agenda for small to luxury brands in the 21st century. UN Sustainable Development Goals are also taking on new importance: More companies than ever are embracing the SDGs as drivers of their CSR/ESG work in the next decade. As corporate culture becomes more transparent and accessible to buyers, who are driven by their beliefs and big-picture values, corporate giving and other social impacts are recognized and rewarded in the form of brand loyalty. 27 percent of companies reported an increase of more than 25% in corporate giving. 77 percent of consumers are motivated to purchase from companies committed to making the world a better place, while 73 percent of investors state that efforts to improve the environment and society contribute to their investment decisions.  These figures indicate a business can realize significant rewards by prioritizing CSR initiatives and working them into its strategic plans, attracting both customers and investors. 25 percent of consumers and 22 percent of investors cite a “zero tolerance” policy toward companies that embrace questionable practices on the ethical front. The takeaway here is clear: A business that knowingly engages in deceitful or otherwise socially or environmentally harmful behavior risks losing a significant percentage of potential customers. Circular business models, including re-commerce, could enable the industry to cut around 143 million tonnes (~315B lbs) of GHG emissions in 2030. To align with the 1.5-degree pathway [targeted by the Paris Climate Change Agreement], by 2030 we need to live in a world in which one in five garments are traded through circular business models. Nearly 90 percent of executives believe a strong sense of collective purpose within their organization drives employee satisfaction. A further 84 percent believe it affects the organization’s ability to transform, and 80 percent believe it can increase customer loyalty. As you can deduce from earlier statistics, they’re correct: Both customers and employees value purpose and specifically seek businesses that aim to make a difference. Investment The global online clothing rental market is anticipated to expand at a compound annual growth rate ( ) of 10.76% during the 2018-2023 period and will reach a value of USD 1.96 Bn by 2023, up from USD 1.18 Bn in 2018. CAGR Secondhand Market is Projected to Double in the Next 5 Years, Reaching $77B Environmental, social, and governance ( ) are making their way into the venture capital space. From 2016 to 2018, ESG integration increased by 69% across global public and private markets. Nearly 2/3 of investors believe that ESG guidance will become essential to alternative assets over the next three years. ESG Sustainable investing, impact investing, socially conscious investing, or socially responsible investing, ESG investing has gained significant momentum over the past few years—and the coronavirus pandemic has accelerated its speed. Sustainable assets in the US are growing at a particularly rapid rate. after quadrupling from 2017 to 2020, the US now accounts for 20% of all global ESG assets. In June 2020, there were already 534 sustainability-focused index funds globally, with collective assets totaling $250 billion. AI/Machine Learning Global spending on AI technologies by the fashion & retail industry is expected to reach $7.3 billion each year by the year 2022. According to a survey by Capgemini, artificial intelligence could help retailers save $340 billion annually by the year 2022 by enabling efficiency in several processes and operations. AI offers a sustainable solution to fashion, reducing overall inventory levels by 20–50% as well as improving working conditions in the fashion industry*.* Tommy Hilfiger announced a partnership with IBM and the fashion institute of technology, applying machine-learning tools to 15,000 of its product images, 600,000 publicly available runway images, and almost 100,000 fabric patterns sites. China-based fashion retail giant Alibaba has launched its first FashionAI store, the company introduced in-store features including smart garment tags, intelligent mirrors, along with Bluetooth chips embedded within every product. With its foray into using AI for fashion, Amazon is deploying an AI-enabled fashion designer algorithm that can design apparel by copying the design styles of many in-vogue clothes and applying them to a new clothing item. The Solution Introducing: The World's First Sustainable AI-Powered P2P Multifunctional Ecosystem, for Me and You. https://vimeo.com/642515868 Phase 1 overview: An Inclusive Fashion Ecosystem: Over 2500 Brands ( Chanel to Marni to Zara ) AND Unbranded items (thrift wear and vintage ) for Male, Female and Others. Buy and Sell: Up to 75% off from retail price on niche finds Rent and Lend: Rent for less than 1/10th of the retail price and make recurring income from lending your items. Mark the Date: Calendar booking and order management system for streamlined order tracking. Vacation Mode: Pause the availability of your items posted for rent with the press of a button. No sweat, only a good tan line with vacation mode. Get Social: follow, chat, and connect with your neighbors and new friends. Shop Brighter: Use our in-house analytics tool to help you make smarter decisions. CSR Driven Co2 Carbon Metrics: Keep track of the amount of Carbon you have helped prevent from being released into our atmosphere! Shop with Confidence: Your buy/sell/rent/lend transactions are secured by our state-of-the-art escrow technology and Stripe’s Fraud Protection. Get Surprised: Tons of hidden surprise features for you to discover. To sum up, our impactful and user-driven technology solution allows users to save up to 90% of the retail price on items, and up to 80% of their cluttered “Closset” space. The ÀLA.HAUSSE Fashion Ecosystem will provide you with a secured, time-saving, streamlined shopping environment, and a place to form relationships. With the help of you and our powerful all-in-one in-app features, we will create recurring income and a truly circular economy for all. By implementing our ever-changing sustainable-driven business model and an in-app circular economic framework, everyone can become a part of the solution. Together we will establish a harmonious and inclusive ecosystem of uplifting individuals, and marching together against the massive carbon footprint created by the traditional textile industry. ÀLA.HAUSSE is determined to be a leader in sustainable fashion. We will push social AI and E-commerce Tech as a solution for 21st-century shoppers, We recognize the potential of a closed-loop ecosystem, powered by people from all walks of life, backgrounds, and cultures. Because here, everyone has an opportunity to create change and to alter the fast consumption cycle, all while supporting their love for fashion and our planet. See you soon #HAUSSEPEOPLE and don’t forget to #WEARYOURPURPOSE. À New Wave to Fashion, À New Way of Living. " https://player.vimeo.com/video/619461988?h=3629a507ce The World's First Sustainable AI-Powered P2P Multifunctional Fashion Ecosystem, for Me and You. Now live on iOS Android. Special thanks to everyone from the technology team, supporting organizations, management and advisory team, contractors, employees, student members, professors, and all of our contributors who have supported us since the beginning of our early journey. Find them on our website soon! 💚 Join us on the upcoming ride, and learn more about our expansion plans in sustainability, AI & machine learning, and many more: / hello@alahausse.ca alahaussehr@gmail.com Deck request: hello@alahausse.ca EPK request: hello@alahausse.ca/ alahaussepr@gmail.com Endnotes: ÀLA.HAUSSE's product and brand mission is designed to meet 8/17 of UN's sustainable goals. Stay tuned, for the upcoming release on our white paper. GOAL 6: Clean Water and Sanitation We have a strong will to ensure ÀLA.HAUSSE contributes to clean and sustainable water around the globe, as the fashion industry is one of the top polluters of aquatic ecosystems, leaking synthetic microfibers and other determinants through its production and cleaning. With the establishment of a circular ecosystem, we can maintain water pollution to a minimum. GOAL 7: Affordable and Clean Energy Clean, affordable energy is one of our priorities, to build an eco-friendly attitude towards the production and consumption of energy. This starts from resources needed to produce clothes to its distribution; it's crucial to minimize the amount of energy used in these processes and ensure it is from a sustainable source. GOAL 8: Decent Work and Economic Growth-> for personal and small business and brands earning and creating recurring revenue Alongside sustainability and fashion, ÀLA.HAUSSE was made with the thought of personal and small businesses at the forefront. We want to provide a market where individuals can apply their passion with the benefit of income, supporting their endeavors while contributing to a greener future. GOAL 9: Industry, Innovation, and Infrastructure ÀLA.HAUSSE prides itself as a standard of innovation in our processes, using high-tech AI-powered analytical systems to build our applications and ensure we achieve our goals. We are always innovating new ideas to aid our efforts with the hopes of exuding high merit in our infrastructure and in the fashion industry. GOAL 11: Sustainable Cities and Communities By establishing a circular ecosystem within fashion, we are taking a step into changing mindsets to prioritize sustainability. Together we can create long-lasting change in the world, intersecting technology and environmentalism to move forward at a pace that hasn’t been witnessed before. Together we will make the difference. GOAL 12: Responsible Consumption and Production The fashion industry has monumental issues regarding fast consumption and unethical production. ÀLA.HAUSSE recognizes these challenges and wants to alter the rates by creating a closed-loop system that defies the “out with the old, in with the new” quick trend cycle system we are currently witnessing. Through our BUY/SELL/LEND/RENT functions, consumption can be slowed, impacting production rates and methods. GOAL 13: Climate Action Carbon emissions are increasing at an all-time high, approaching the rate of decline that we will not be able to reverse. Action is needed and it is needed now, which heightens the importance of our mission to decrease fashion’s CO2 levels. We included a CO2 standardized generator for users to witness how much emissions they are saving from their trades or purchases. GOAL 16: Partnerships ÀLA.HAUSSE welcomes any potential partnerships that can help aid our mission of saving our environment, one clothing piece at a time. Please email for more information. hello@alahausse.ca

The Uprising of A Sustainable Ecosystem for the Circular Future

Is Polyester a Sustainable Option? - ÀLA.HAUSSE As a company with sustainability goals in mind, ÀLA.HAUSSE considers the global plastics issue of significant concern. The Earth is absolutely riddled with billions of empty bottles, plastic bags, disposable cutlery, and all other kinds of easy-to-use, convenient items. According to the , there is 8.5 billion tons of plastic on the planet, 6.3 billion of which is trash (the equivalent of 55 million jumbo jets!). Environmental Protection Agency Convenience, Plastics, and Polyester Our relentless need for convenience is no doubt the culprit behind this plastic epidemic. Convenience is key to the modern age, and plastics solve most issues related to convenience. If you’re on the go and you need something quick (which is just about everyone on the planet), a plastic item is likely within arm’s reach to provide that service. This is why synthetic fabrics like polyester became so widely popular; convenience. Polyester is strong. It can be washed again and again, and it doesn’t wrinkle. It has a high resistance to stretching, shrinking, abrasion, mildew, and moths; problems that have plagued wearers of natural clothing fibers for thousands of years. It is no wonder that polyester is now the most widely used modern fabric in the world, accounting for 80% of the synthetic fiber market and over 50% of the entire clothing market. Persistent Polyester and the Microplastics Predicament After 80 years of dominating the clothing industry, polyester has found itself in a bit of a sustainability conundrum. Because of its plastic nature, polyester fabrics don’t degrade in the same timeframe that a natural fabric would. In fact, a polyester shirt at best may degrade within 20 years, but at worst, it could take as long as . 200 years This is a problem for the health of not only the planet but our own health as well. Despite their seemingly eternal characteristics, polyester items slowly break apart into small bits of plastic known as . These practically invisible bits of plastic are then accidentally ingested by just about every animal on the planet, including ourselves, through the air we breathe and the food we eat. Extended exposure to these microplastics has been shown to be linked to inflammatory lesions, neurotoxicity, and in humans. microplastics increased cancer risk Essentially, microplastics are the modern asbestos, except the issue isn’t contained to buildings requiring insulation, it’s everywhere. This begs the question, is polyester really worth it? Advantages of Polyester Given its lengthy shelf life, polyester does have its advantages from both a sustainability and a convenience standpoint. It lasts long, which would mean that it’s less likely to be thrown out. It is also more likely to be passed along, as it would be in relatively good condition by the time the average person would lose interest in it. However, long shelf life is not always a good thing in the long run. That clothing item may be passed around for 10 years, but within 100 years, when its pieces are immortalized as microplastics scattered to the wind, they’ll still persist and will still be causing issues. And yet, polyester seems to redeem itself in its extreme versatility. Depending on the way it is manufactured, polyester can appear and feel like silk, cotton, linen, or wool. As such, It is used in many different kinds of apparel, from loungewear to evening wear to winterwear (polyester is an excellent insulative material). This takes the pressure off these other fabric industries to sustain the consumer’s need for clothing items, thereby reducing their environmental impact on the planet. Reduce, Reuse, Recycle Polyester Polyester is also recyclable. It can be made from plastics like bottles and other containers that would otherwise become trash. Known as rPET, recycled polyester can be processed into just about anything. For example, it only takes to produce one extra-large polyester t-shirt, and according to the Swiss Federal Office for the Environment, the process is 59 percent less energy-intensive than virgin polyester. five soda bottles Nothing Lasts Forever…Or so we Thought However, the issue with most recyclables is that every time the plastics are reused, the synthetic fibers lose their integrity. This results in an end product that is of less quality than the original it was derived from. Amazingly, 100 percent of polyester items may one day circumnavigate this problem and become fully recyclable without losing their integrity. As , a non-profit in the fiber and materials industry, explained on their website, “garments from recycled polyester aim to be continuously recycled without degradation of quality.” Textile Exchange Most polyester clothing items are a mix of both polyester and natural clothing fibers, like cotton. This makes them only recyclable via the more expensive method of chemical separation, rather than mechanical. Perhaps at some point in time this process can be streamlined and transformed into an efficient, closed-loop system, As for now, polyesters remain a significant burden on the plastics issue, both micro and macro. The Double-Edged Sword that is Polyester And not unlike our mastering of the atom, nuclear energy, and the nuclear bomb, so too the invention of polyester has its positives and its negatives. This is no hyperbole. The global plastics issue is not one to be underestimated and should be considered as disastrous as a nuclear explosion. But ÀLA.HAUSSE faces these issues like any other; with the foreknowledge that change can be achieved if the individual changes. It is up to all of us to alter our own so that they are more sustainable, consumer and provider alike; only then will we see the results we require. purchasing habits

Polyester: A Sustainable Option?

Elon Musk: A Businessman who Prioritizes Sustainability - ÀLA.HAUSSE The ÀLA.HAUSSE ecosystem exists because we want to assist in the global effort for a more sustainable future. As persistent and as determined as we are, the fight can be tiresome when the world often shows little concern for the environment. Thankfully there are philanthropists like Elon Musk who help us remember that there are still people out there fighting for justice for Mother Earth, and who inspire us to keep pushing for a greener future. Elon Musk: A Man of Many Interests, Including Philanthropy Musk is known for many things. He founded Tesla, a company that develops and produces electric-powered vehicles, as well as SpaceX, another company that’s leading the charge in space and rocket technologies, and the aptly named Boring Company, which focuses on large-tunnel boring under cityscapes. As you can see, he has a variety of interests, but all seem to have one goal in common: the betterment of humanity. Yes, Musk is a controversial subject. His antics as of late could only be compared to that of a 15-year-old computer , but he appears to be a man who wants to achieve global climate action; a goal that, given his resources, is not outside the realm of possibility. In fact, many of Musk’s undertakings have already had a serious impact on climate change. In alone, his company Tesla avoided 5 million metric tons of CO2 emissions, thanks to the use of their electric cars. troll 2020 Being a company that takes climate action, as well as economic action seriously, Tesla states on their website that by 2030 they plan to increase their sales of electric vehicles from 0.5 million to 20 million per year. They also plan to achieve energy storage of 1500 GWH, compared to the mere 3 GWH achieved this year. Achieving the Tesla Ecosystem As they’ve outlined in their 2020 impact , they aim to attain a balanced ecosystem between all tesla resources. This includes solar panels, energy storage, tesla cells and tesla vehicles, all working together in unison to deliver an experience that is not only economically efficient, but environmentally sound. Because they doubled their sales in 2020, from 2.4 billion to 5.9 billion, they plan on localizing their supply chains, so as to reduce their associated carbon footprint. report SpaceX Leading the Charge in Sustainable Space Practices​ As for SpaceX, arguably the greatest space agency to date, they’ve attained some significant milestones in the global sustainability agenda; both on Earth and elsewhere. Their reusable rockets, for example, allow them to simply refuel the rocket in question, aim it back at the sky, and send it right back into space. Prior to this significant advancement in rocket technologies, rockets that were sent to space would either become garbage or would have to be rebuilt and refitted. Now, the process is faster, it’s more efficient, and most importantly, it’s cleaner. Currently, rockets use liquid kerosene, which isn’t carcinogenic or toxic like hypergolic propellants; the more widely used method. In the future, the plan is to use methane because it is a natural gas and is, therefore, a greener alternative when it comes to rocket fuel. Liquid hydrogen would have been preferable, but the technological logistics are complex, and the fuel tanks required would need to be larger. SpaceX Tesla’s Solar Panels Give Power to the People Of course, their solar panel endeavors are also of incredible importance. With solar inverters that operate at a 97.5% efficiency, and relatively affordable options, Musk makes free energy to just about everyone. The solar panels themselves can be fit to all sorts of different housing types and angles, and their associated storage cells allow individuals and families the opportunity to save energy for later use. Tesla solar panels give you more control over your energy footprint, and with the easy-to-use app, you have access to real-time energy consumption and generation data. accessible Tunnels a Viable Sustainability Option As boring as the may seem, giant tunnels under cities are not simply just giant tunnels under cities. The intention is that one day, these tunnels will act as a traffic decongestants, allowing commuters the option to circumnavigate traffic by opting for the subterranean alternative. The tunnels are already being dug and built under Las Vegas, with possible extensions planned for the future. Boring Company But why bother with tunnels? Are they really a more sustainable option than roads? Tunnels are a green alternative to surface highways and roads for a number of reasons. They reduce traffic, and, therefore commute times; they are low maintenance and require little re-paving, and their construction is less pollutive and destructive to the environment. They allow for more space on the surface, and they have an unlimited capacity, meaning layers upon layers of tunnels could be hypothetically built. Tunnels also offer the opportunity for a hyperloop system, which, when in operation, could enable travel between distant locations within significantly reduced periods. This could lower emissions in not only the automotive industry but the air transportation industries as well, depending on how far the tunnels reach. The ÀLA.HAUSSE Sustainability Initiative Having a company that focuses on electric alternatives to the automotive industry, as well as other sustainability initiatives like solar power and traffic decongestion, Musk has proven time and time again that he intends to assist in bringing about a more sustainable society. Sustainability is key to the ÀLA.HAUSSE agenda, and so we commend his efforts and hope to see him continue in his fight for a better future.

How Elon Musk Prioritizes Sustainability in his Businesses

The Harmful Overlapping Effects of Fast Fashion on Biodiversity - ÀLA.HAUSSE We’ve all heard the common vernacular when it comes to sustainability and the environmental impact of large fashion-related industries; carbon impact, greenhouse gas emissions, sustainable practices, but what about biodiversity? Biodiversity is defined by the as “the variability among living organisms from all sources including, among other things, terrestrial, marine and other aquatic ecosystems and the ecological complexes of which they are a part; this includes diversity within species, between species and of ecosystems.” The term isn’t used often when considering the environmental impact of the fashion industry, and yet biodiversity is so integral and essential to what we are trying to defend when considering the environment, life, and even our creative potential as artists who draw both resources and inspiration from nature United Nations The Importance of Biodiversity in Fashion ÀLA.HAUSSE understands the importance of biodiversity. We understand that it is variation that fosters strength not only in populations of species, but in our creative potential. Variation contributes to the development of novel pharmaceutical compounds, and new species and subspecies of animals; it also provides an incredibly diverse palette for any artist worth their grit to work from. Without this variation, the wide spectrum of pigments we enjoy would have been monotonous, and the various types of available fabrics, each with their own textures and appearances, would have all been the same. Variety is arguably life’s greatest strength in the face of any adversity that it faces– be it an enemy of creativity, or of life itself–making biodiversity absolutely essential to not only our survival, but to our ability to innovate and to produce. Standing on the Shoulders of Biodiversity Now, for those who fail to grasp the importance of biodiversity, I ask that you recall the proverbial giant upon which all innovators stand: Mother Earth. Everything that we’ve created is in some respect a derivative of our experience on a planet filled with a variety of lifeforms. From this plethora of life and wonder, we’ve built buildings taller than mountains and ships as large as islands; planes that can fly as high as the birds and submarines that can reach further into the oceans than whales. The paintings we paint, the stories we tell, the inventions we build; all inspired by nature; all a result of the beauty of biodiversity. Of course, the clothing industry is no stranger to this fact. Both aesthetics and raw materials are acquired through nature. Many flowing, vibrant dresses, derived from plant-based materials, were inspired by the shape of a flower, or the elegance of a gazelle, for example. Fast Fashion versus Biodiversity But we take and we take, giving little back in return. The contributes over 2.1 billion tons of greenhouse gas emissions, the same amount as the entire economies of France, Germany, and the UK combined. Rivers are disastrously polluted near , leaving the waters unfit for life of any kind, and forests are stripped of resources to feed the demand for virgin fibers and other materials necessary for the fashion industry. The relationship between fast fashion and nature has become a toxic one, and the ramifications are dire. fashion industry textile factories The Sixth Mass Extinction Nature is now as dependant on us as we once were on it. As you read this, you are in the midst of the , occurring over the past in the age known as the anthropocene– aptly named in recognition of the single species of millions that managed to desecrate not only its own home but the home of every other species on the planet. Because of our decision to choose money over mother nature, the rest of the world’s species have had to face insurmountable odds; not for lack of shelter or scarcity of food, but for their right to exist on this planet. sixth global mass extinction 8000 years Though extinction is an entirely normal process that occurs on Earth every day, the rates of extinction are what have made experts increasingly concerned. It is estimated that the current rate of extinction is at least than what is considered a normal rate, with three species being lost to the void every single hour. 1000 times greater Moreover, a report from the United Nations’ Intergovernmental Science-Policy Platform on Biodiversity and Ecosystem Services found that as much as 1 million species could currently be at risk of extinction. The destruction is unprecedented, akin only to the five other global extinction-level events of our Earth’s ancient past, and our disregardance of this fact is unfathomable. But there is a light at the end of the tunnel. The fast-fashion industry, being one of the greatest contributors to climate change, has become a centerpoint of the modern rhetoric surrounding the sustainability agenda.This is thankfully directing much of the focus towards innovations that hold the environment in mind. Gucci’s Response to the Biodiversity Crisis for example, arguably one of the most successful and infamous clothing lines available, places biodiversity in high regard when implementing business strategy and designing collections. In 2015, they prepared a 10-year “Culture of Purpose” sustainability strategy, consisting of a series of goals to achieve, some of which they have already completed. In 2019, they managed to achieve their carbon emissions goal, reducing their output by 37 per cent, as well as their total environmental imprint goal, with a corresponding reduction of 39 per cent. Gucci, As for their designs, they use and recycled and regenerated materials. The packaging comes from sustainably managed forest sources, and they’ve banned the use of any fur materials since 2018. To further their sustainability agenda, “Gucci Off the Grid”, their circular economy initiative, aimed to sell a collection of five product ranges in June of 2020 covering accessories, travel, and ready-to-wear pieces that are made of bio-based, organic, and sustainably sourced materials. organically grown cotton, The Circular Economy: A Chance for Earth to Heal It is of no doubt that the has gained a serious foothold in the fashion industry. In a report presented by , the circular economy was projected to be worth 5 trillion, which is why we @ÀLA.HAUSSE are excited to see what the future holds. Being a company that holds sustainability, green initiatives, and the circular economy to the highest regard, we stand behind fellow members of the fashion industry who wish to see a tomorrow where clothing waste is the ultimate fashion faux pas. circular economy Vogue Business The more we push for the circular economy and a more sustainable future for the fashion industry, the less damage the industry causes to the environment. When virgin materials, oils, pigments, and other manufacturing necessities are no longer required in abundant amounts, nature and the Earth’s biodiversity will finally have time to heal from the damages caused by the fashion industry. We may not have known in the past what we were doing, but we do now. It’s time to end fast-fashion, for the sake of the planet. For the sake of biodiversity.

How Biodiversity is Harmfully Affected by the Overlapping Effects of Fast Fashion 

Fashion is how we express ourselves; it’s how we show the world who we are and what we want from life. That’s why fashion has found itself permeating virtually every facet of the human experience. From the way we do business, to the way we entertain ourselves, the clothing we wear while doing so has become an inexorable part of the way we live our lives. Euphoria, HBO’s hit tv-series centred on a group of high-school students experiencing extremely raw, real, and relatable circumstances, recently began its second season on January 9th, and fashion is certainly in focus this year. To the excitement of many fans, their favourite characters have returned with a stylistic vengeance, sporting some changes to their looks that some of the more keen-eyed viewers may notice. In interviews with Mel Ottenberg of and Jamilia Stewart of Costume Designer Heidi Bivens, the woman responsible for the striking, diverse, and eye-popping fashion ensemble seen on the set of Euphoria, described how each character’s style has changed (and how it hasn’t) since the first season. interviewmagazine.com Vogue, “In terms of style, I played it safe the first season. I really tried to be conscious of making it realistic, so that the audience couldn’t really pick the story apart.” Keeping it Fun in Season Two Bivens’ stylistic choices during the first season certainly reflected a more realistic interpretation. Save for a select few, many of the designs chosen could easily find their counterparts in any high school across the continental USA. With the second season, Bivens decided to flip the tables on reality, opting for a more open, creative, and chic approach to each character’s appearance. Some of these changes have been made to not only add some new flavour to a new season, but to reflect the development that they have gone through as young adults moving forward with their lives. Bad-girl Rue Keeping it Real If Rue’s signature burgundy sweatshirt-and-shorts slacker look changes at all, fans will definitely notice; apparently, that’s exactly what’s going to happen. According to Bivens, she still wants to flesh this character out more, which would require her to ditch the sweatshirt. What this will mean for Rue in terms of her story arc remains to be seen. After all, that sweatshirt was originally owned by her late father, a man who slowly and tragically passed away from cancer while she took care of him. Bivens explained that the sweatshirt is no mere clothing item, but a serious source of comfort. In this season’s first episode, she already changed it up, rocking a Jean Paul Gaultier top vest and vintage Roberto Cavalli pants Joining the Dark Side with Jules If you failed to notice, Jules’ normally joyful, colorful, and vibrant stylistic choices have taken an intriguing turn down a darker avenue, as a representation of her character’s evolving nature as both a young adult and a trans woman. That being said, her characteristically bright color palette is thankfully not gone for good. As Bivens illustrated, Jules will remain true to her roots in season 2 while exploring other areas of her identity. “ A lot of scenes came up where it just didn’t make sense to put Jules in the silhouette of the costumes of the first season. Obviously, she still has a lot of those clothes in her closet—it’s not like she got a whole new wardrobe overnight.” While it is true that Jules captures the screen with her choice of color, another compelling addition to her ensembles is the many accentuating accessories she has. Tahitian pearl necklaces, arm sleeves, and a dark green sheer ribbon with pink star-beaded trim are among the collection she wore for the first episode. Maddie’s All Grown Up Much like Jules, Maddie’s vibe has gotten darker. Her dress is darker. Her make-up is darker. Even her demeanour is seemingly darker than usual. However, with her mind set on the future, she’s feeling more her age and is looking forward to leaving school. Her dress reflects this choice, adding some years to her appearance and making her look more mature. In the interview with Ottenberg, Bivens described Maddie’s elegant-yet-sexy black dress as an original design that was commissioned to be made by Mexican fashion designer Aiden Euan. Simply-yet-Classy Cassie Bivens describes Cassie’s style as being more a reflection of what she sees online, rather than who she is as a person. As a character, Cassie is often trying to please others, and because of this, her style can appear to be very superficial. And yet, In spite of her flaws, she still manages to stand out in a crowd of partying teenagers with a ruched sky blue ‘Ella’ mini dress by Brit brand House of CB and a pair of white Prada sandals. Mature and Stylish Kat Kat’s look has changed multiple times since the pilot episode, but this time she appears to have achieved a more mature version of her hot-topic vibe; less intense and in-your-face than season one. Bivens explained that her dress was custom made with Mini Wade the previous season, but wasn’t used and needed to be remade. The designer couldn’t, so she printed the fabric using Wade’s patterns and remade it herself. Biven describes Kat’s wardrobe as reflecting her maturation in the face of some strenuous circumstances. She has become more of an individual in her stylistic choices, and is not influenced by the fashion of those that surround her. The Future of Fashion in Euphoria As each character’s story arc changes and they experience new challenges, develop their personalities, and become young adults, the way they express themselves will inevitably change as a result. It would appear that Bivens is employing this realistic approach, and we absolutely love it. But that’s not to say that this second season, and the seasons to come, won’t be larger than life. When asking Sam Levinson, the director of Euphoria what direction she should take their wardrobes, he said  “I don’t give an eff about reality.” Apparently, that resonated with her. We’re excited to see where she takes us. Also published on: https://alahausse.ca/the-fashion-of-euphoria-going-surreal-with-season-two/

An Insider's Look at the Fashion of Hollywood: Going Surreal with Season 2 of Euphoria

With sustainability and ethics at the forefront of the modern fashion age, cruelty-free fashion lines are definitely becoming more popular. Within a mere three years, it’s expected that the global ethical will hit heights of $9.81 billion; by 2030, it will be at $15.17 billion. fashion market We know all too well the demand for fashionable wear that retains classic, sought-after characteristics like fur linings and fine leather materials have always been high, but is on the rise, and modern fashion consumers like you are far too aware to be making dumb choices when buying sustainably. conscientiousness The Modern Ethical Fashion Consumer In a study completed by , it was found that 57 percent of correspondents were willing to make changes to their lifestyles to lessen their impact on the environment. Mckinsey & Company This would include purchasing decisions; specifically where they are willing to spend their hard-earned money when hitting up their nearest and most favorite retail locations. People don’t want to pay for problems anymore. They don’t want to invest in the destruction of their  future. In the past, large fashion companies profited off the ignorance of their customers, and now this decision is coming back to bite them. They know they have to innovate to keep up with the sustainability and ethics trend spreading like wildfire across the fashion industry, and so they have logically turned to science to deal with their demons. The leather industry is one of the main fashion sectors that is in need of a serious overhaul. Cattle rearing alone contributes 14.5 percent of all yearly global carbon emissions, and the tanning process that follows is arguably just as environmentally damaging. The main ingredient in the process, chromium, is highly toxic to wildlife and if not disposed of properly, will pollute waterways. This is why alternative methods are becoming increasingly required with each passing year. Thankfully, innovative minds across the globe are always coming up with new ideas to take on these challenges, some of them coming right out of the petri dish and straight to your nearest eco-friendly fashion retailer. Growing Leather in a Lab with Mushrooms R&D, an all-natural materials research company, employed a fascinating molecular process whereby fungal cells are fed sawdust and are grown into mycelium fungal roots, researchers at Bolt Threads were able to form foam-like layers, eventually producing an end product that is very similar in appearance and texture to that of actual leather. Bolt Threads “When you touch our material, you get the same feeling as when you’re touching a natural leather,” says Bolt Threads’ VP of Product Development Jamie Bainbridge,. “If nobody told you whether it was leather or not, you would sit there and try to decide if it was.” Leather hasn’t been cheap since the 1800’s, and if the appearance and texture are essentially the same, then why not give it a shot? It’s these sorts of ventures in sustainability that we encourage and support, especially those that keep you looking fresh, whatever the ingredient. Lab-Grown Fur Fur is one of those accessories that everybody wants to wear, but most people aren’t fans of hurting animals. The fashion industry’s answer to this morale conundrum has always been synthetic fur. This has, to some degree, satiated the desires of fashionistas for decades, but science has progressed, and plenty of more options are available to the modern fashion consumer. Researchers at the biotechnology startup , for example, managed to produce the world’s first in-vitro hair follicle linked to collagen. Using this innovation in bio-materials technology, the follicles can act as a bio-printer, producing fur and wool without the need for animals. Furoid No longer will you have to settle for that lackluster “faux fur” feel; you can just go out and buy a lab-grown fur hat, or a lab-grown fur jacket. Something tells me the price tag isn’t going anywhere though. Before you start pulling out your credit card, this promising venture does require a controversial ingredient, fetal bovine serum (FBS), which is taken from deceased pregnant cows. As such, many vegans would not find this to be an ethical solution. That being said, this technology is still in its novel stages. The ‘skin’ upon which the fur will be situated has yet to be decided upon (possibly a collagen layer), as is the possibility of a synthetic alternative to FBS. Perhaps, in the future, a truly eco-friendly option will become available; until then, you’ll have to settle for faux. ‘Gene-Tinkering’ to Achieve Exactly what You Want As the researchers have speculated, ‘growing’ fashionwear would also open opportunities related to genetic manipulation. Exact characteristics such as color or heat retention could be manifested or altered by simply ‘tinkering’ with the genetic code of the follicles. “If we use collagen, we face the challenge of making it durable. It is also still an open question what properties the hair should have, meaning how it should react to the human body in terms of heat retention versus heat release, for example,” explained Maria Zakurnaeva. Chief Executive Officer at Furoid. Pushing for Change within the Fashion Industry The average consumer today is willing to spend more to be more ethical; designers should be willing to do the same. With companies like Bolt Threads and Furoid leading the charge in bio-ethics within the fashion industry, there are sure to be more promising innovations ahead. Though it is ÀLA.HAUSSE‘s mission to push for sustainability within the digital realm of the fashion industry, we stand in solidarity behind all fashion ventures with ethics taken into consideration. That’s why we’re rooting for these high-quality, ethical alternatives once they hit the market! Also published on: https://alahausse.ca/lab-grown-fur-and-leather-finding-ethical-fashion-in-a-petri-dish/

Towards Cruelty-Free Fashion with Lab-Grown Fur and Leather  

The industry has polluted the Earth’s waterways and has been left unchecked for a disconcertingly long time, an issue that we are passionate to address. fashion Sadly, this problem is even more prevalent in countries where environmental and safety laws are less strict, and because of this, once beautiful and flowing exotic rivers have become polluted, stagnant, toxic, and oddly enough, black as ink. The Bane of Bangladesh: Black-Ink Rivers Even the idea of a black-ink river makes us uneasy. For some residents in Bangladesh, black ink rivers are a part of their day-to-day lives. Aside from China, Bangladesh is the largest garment manufacturer in the world, pumping out over $34 billion dollars worth of clothing materials in 2019.  This demand for garments has had a devastating effect on the environment. Rivers with wastewater from the dye industry can contain many carcinogenic chemicals, dyes, salts, and heavy metals, and much of this black, ruined water reaches the homes of the unfortunate surrounding residents. polluted Running Families from their Homes Black ink rivers, and other similarly eerie phenomena are the unfortunate end result. However, their dreadful appearance is hardly their worst quality. In an interview with CNN, an unnamed resident of Savar comments on the quality of the water he and his family have had to endure, saying that they had exhausted their options and would have to leave soon. Savar also explained to CNN how the area had changed since he was younger. Garment factories were non-existent, the land was free of waste, and the rivers were clean and full of life. Now, it has become a toxic wasteland. His children will never experience the home that he cherished. Toxic Dye Chemicals: An Environmental Concern The World Bank specifically identified 72 toxic chemicals that are released into the waterways of Bangladesh on a daily basis. Even though many of the chemicals used are non-toxic, they still accumulate in the water. Of course, the rivers aren’t the only issue. The factories themselves are poorly managed, and the safety standards are lackluster, to say the least. Many of the factory workers are maskless, gloveless, and sock-less, wearing sandals, shorts, and stuffed into congested areas with many dangerous chemicals. If you are exposed to these chemicals (and you eventually will be) you are almost guaranteed to develop open sores, rashes, and other skin irritations. The Government’s Response Thankfully, the Bangladesh government has been addressing the issue. Minister Shahab Uddin, leader of the Ministry, stated in an email to CNN that a wide variety of measures were being taken to address the carbon footprint of the Bangladeshi garment industry. This includes updating conservation and environmental laws, monitoring water quality, imposing fines on polluters, setting up centralized treatment plants, and collaborating with international development partners to optimize wastewater treatment. Savar also explained to CNN how the area had changed since he was younger. Garment factories were non-existent, the land was free of waste, and the rivers were clean and full of life. Now, it has become a toxic wasteland. His children will never experience the home that he cherished. The Saltwater Alternative Researchers in Dhaka, Bangladesh are also considering of dye application to combat textile pollution. Normal textile industrial processes require access to freshwater sources. The method they’ve developed would only require a saltwater source. Killing two birds with one stone, the researchers also negated the need for salt, a main ingredient in the dyeing process, by using salt water instead of freshwater. new methods You may think that such a process would inevitably provide a lower-quality product, but these researchers would disagree. After accomplishing an extensive amount of sample comparison  (shade, colorfastness, color strength, etc.) between seawater and freshwater, they came to the conclusion that the seawater process resulted in an end product that did appear lighter, but not to a degree that would be considered significant.' Finding Balance Though the dyeing industry will certainly take time to reach a level of balance that would be suitable for the environment, the fashion industry as a whole is in a constant state of innovation, and new advances are arriving every day. We at  ÀLA.HAUSSE are excited and hopeful for the future of , however big the step, so long as it’s in the right direction. sustainability

Black Ink Rivers: A Ghastly Consequence of the Dye Industry

On Friday, January 7, New York state presented a novel bill, known as , demanding a transparency percentage in regards to their supply chains of at least 50% from all large New York apparel and footwear retailers. The revolutionary act is also demanding a number of other requirements, the ensemble of which culminates into one of New York’s most significant steps forward in achieving transparency and ethics within the fashion industry. This is the kind of news that inspires the ÀLA.HAUSSE team to keep fighting for sustainability. The Fashion Act What is in the Fashion Act? The , sponsored by State Senator Alessandra Biaggi and State Assemblywoman Dr. Anna Kelles, would require larger retailers (with global revenue of at least $100 million) to release 50% of information related to their supply chains and their associated environmental impact. transparency and ethics-focused bill However, the bill does not specify which 50%, meaning that is left to the discretion of the discloser. It is also required that they describe how they are going to address any that may have resulted or are going to result from their processes; that they engage in ethical labor practices; and that they complete an annual compliance report outlining their progress to reach ‘science-based targets’ of environmental concern. environmental issues Affected Sectors and Penalties for Non-Compliance The information that the fashion act is demanding may fall into a number of categories, including but not limited to supply chains, material sources, transformation processes, shipping procedures, energy usage, emissions, and water and waste management. For the big-cat New York fashion companies unwilling to comply, a 2% fine will be applied to their annual revenue. All income gathered from this fine will be redirected to a community fund authorized by legislation and overseen by the Department of Environmental Conservation. The fund will use the money for environmental projects that benefit environmental justice communities. “This legislation will require companies to perform mandatory due diligence to identify, prevent, mitigate and account for actual and potential adverse social and environmental impacts in their supply chain,” said Maxine Bédat, Director of the New Standard Institute, one of many organizations supporting the bill under the umbrella group ‘The Act on Fashion Coalition.’ “New Yorkers have a powerful role to play in ensuring industries are practicing ethical standards in labor and environmental sustainability while at the same time ensuring a thriving local industry.” How will the Fashion Act Affect the Labor Force? Besides having to disclose their supply chains and both report and act on their associated environmental impact, fashion chains that do business in New York will also have to provide a great deal of information in regards to their labor practices. This includes the disclosure of the median wages associated with their workforce, as well as any procedures that encourage responsible business conduct when policies and managerial systems are emplaced. For those who aren’t as science-savvy, there is a portion of the act referring to science-based targets which may be a bit confusing. As the Fashion Act states, it is required that the affected companies set what is known as science-based targets to achieve sustainability and ethics goals in the future. How will the Fashion Act Affect the Labor Force? The bill is one of many steps the fashion industry is taking towards a more transparent, sustainable, and . The fashion designer Stella Mcartney, for example, is transitioning her company’s business model, as is Adidas, H&M, and Puma, to accommodate the circular economy of the future. ethical means of business Agencies like Eco-Age, which focus on the achievement of sustainability goals within corporations, are springing up to assist with this transition as well. Such companies build positive media relations and corporate reputation by encouraging them to implement more sustainable practices into their brand strategies. With both the political and private sectors pushing for change in the fashion industry, there are sure to be many more adjustments on the road ahead. Ethics and Sustainability at ÀLA.HAUSSE As a company that holds ethics and sustainability to the highest standard,  we at ÀLA.HAUSSE encourage politicians to continue to fight for further transparency and action from the fashion industry. We agree that the “old way of doing things” will no longer suffice and that companies today will need to adjust their approach to business accordingly.

The New York Fashion Act is a Step in the Right Direction

Counterfeits have been a thorn in the fashion industry’s toe since its very inception, and now, the thorn has become a nail. In 2019, the global counterfeit market was valued at 464 billion dollars. It grew even larger after the pandemic hit. Many people began stress-buying while they were told to stay home, and as online purchases of luxury items increased, so too did purchases of their counterfeits. We at ÀLA.HAUSSE are in extreme opposition to counterfeiting for obvious reasons; we provide a platform for people to sell their clothing items. If counterfeiters were permitted access, it would go against everything we stand for as a company. Unfortunately, the counterfeiting issue has only become more pervasive, but fashion designers are always innovating new methods to deter counterfeiters. Here are some of the best counterfeit defenses that the fashion industry has to offer. Keep it Complex and High-Quality In the past, quality was a highly effective deterrent to counterfeiters. The quality of the material used, the quality of the craftsmanship, it was that difficult-to-capture culmination of those unique characteristics that would make a fashion item stand out and inexorably connect it to its brand. Today, this method of brand authentication is still, of course, in use, but there is a greater emphasis on the logo itself rather than the quality of the item. For a counterfeiter, a logo is much easier to duplicate than those subtle craftsmanship-related attributes, and because of this fact, many designer-name items that emphasize their logos have become easy targets for duplication. UK fashion designer , for example, has adopted more intricate and complex designs in an attempt to prevent counterfeiters from copying their items. Using mixed media and cuttings from past collections, House of Sunny created a patchwork of details to add to its knitwear, and in so doing, effectively made their knitwear “uncopyable.” House of Sunny “To be completely honest, I think there’s really only so much you can do,” said London-based Greek designer Dimitra Petsa in an interview with Vogue. “You can’t really patent fashion. You can only patent some aspects of the techniques you’re doing.” Blocking Counterfeit Fashion with Blockchain Now, it is safe to say that as fashion designers become increasingly aggressive in their tactics, so too will those hoping to profit from the creative work of others.  However, technological advances have afforded new abilities to both sides of the counterfeit conflict, and modern designers thankfully have some new tricks up their sleeves. In collaboration with Microsoft and Consensys, the French luxury brand LVMH launched an authentication platform that allows its users to track the product history and proofs of authenticity for any luxury item within its database using blockchain technology (the same used for cryptocurrencies) and cloud computing services. Acura, The process itself is simple enough to understand. The new product is “recorded on the shared ledger, irreproducible and containing unique information. At the time of purchase, a consumer can use the brand’s application to receive the AURA certificate containing all product information.” Essentially, you’re given a unique digital tag that is associated with the fashion item that you’ve purchased. The tag contains all the associated information that proves the item is real. Cracking the Counterfeit Code with RFID’s, and QR Codes Now, it is safe to say that as fashion designers become increasingly aggressive in their tactics, so too will those hoping to profit from the creative work of others.  However, technological advances have afforded new abilities to both sides of the counterfeit conflict, and modern designers thankfully have some new tricks up their sleeves. Another method of authentication is through the use of radio-frequency identification (RFID) tags. Brand name luxury designers like Salvatore Ferragamo have implemented such devices in their shoes and bags, making identification of counterfeits as simple as swiping a scanner. For customs officials, RFID tags were a godsend. Thousands of designer items arrive from other countries every day, and to have a quick-and-easy method of counterfeit identification made their jobs significantly faster and easier. Moncler, a clothing brand, uses a brand protection link on their website that provides a resource for consumers to register and verify their recently purchased item via either a or an RFID tag. Such methods have proven to be fruitful, not only in verifying luxury items but in tracking where fakes are being distributed. QR code Keep Your Eyes Open for Image Recognition Software An incredible, less well-known method of finding counterfeits is through image recognition. RedPoint, a brand protection company, based out of New York, Beijing City, Barcelona, and Salt Lake City, developed a method by which a program goes through images of products and determines which are fake and which are authentic. Entrupy, a similar, but a more publicly-accessible product, is a portable scanning device that takes microscopic pictures to ascertain material, workmanship, serial number, and wear/tear. After collecting this data, the images are cross-referenced with a database and, through (artificial intelligence), are determined to be authentic or not. “deep-learning” Lawyer up If you’re building a brand without IP protection, you’re setting yourself up for failure. Brands today ensure that their intellectual property is protected, so counterfeiters don’t take advantage of the legal system when attempting to steal their work. Facebook (Meta) and Gucci were recently involved in a with a single counterfeiter by the name of Natalia Kokhtenko, who was running “an international online business, trafficking in illegal counterfeit goods.” She had been using both Facebook (Meta) and Instagram to conduct her illegal business. legal battle As the two companies stated, this legal action was a “natural next step in the progression of [their] collaboration, whereby the two players could combine their respective resources and expertise to hold those who abuse Facebook and Instagram by promoting counterfeits accountable, to clearly signal that such abuse will not be tolerated, and to provide consumers with a safer and trusted social networking and shopping environment online.” Legal action is not only effective in providing restitution for the victimized brand, but it’s also effective in that other counterfeiters must now consider these severe consequences the next time they decide to engage in such activities. The Fashion World of Tomorrow Many large brands are approaching the problem from a different angle; some are even willing to change their “fast fashion” approach to business, adopting the circular model instead. If they increase the product longevity of the apparel they provide, the clothing can be resold on digital platforms like , where consumers who are unwilling to spend the full price can still acquire brand-name items without resorting to counterfeits. ÀLA.HAUSSE As fashion designers take full advantage of every opportunity to defend their brand’s authenticity, they will continue to innovate, and they will continue to do what they can to slow down counterfeiters. Unfortunately, there will always be somebody out there willing to go just as far to counterfeit. But we can take solace in knowing that those who wish to provide a quality product are still doing so without letting counterfeiters bring them down.

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