Nurturing environmental and socio-cultural sustainable practices through materials innovation: the Osklen’s case

In recent years, public opinion has been faced with the limited resources of our Planet in the form of environmental and social crises. This has stressed the need for industries of rethinking research and design (R&D) strategies and old supply chain models. This approach to Sustainability is now happening coherently with the dimensions of its four pillars: environment, economics, society, and culture (see Agenda 21, 2005). The design action for producing and consuming is starting to involve a systemic approach that, according to the Brundtland Commission, may aid design to meet the needs of the present without compromising the ability of future (WCED, 1987).In this scenario, the fashion system is embedding sustainability in its practices to affect the impact that the industry has both in environmental and socio-cultural terms. Osklen, a brazilian based fashion and lifestyle company, is a pioneer in sustainable fashion as its founder Oskar Metsavaht launches the fundamentals of sustainable development for his business and thus implements strategies that initiate socio-cultural and environmental projects within Brazilian fashion. The company has been chosen as a case study due to its engagement on environmental, cultural and educational initiatives of social responsibility. In particular, the following chapter will focus on the environmental-cultural aspect related to the Osklen’s collaboration with Nova Kaeru and Instituto-E in the production of the Pirarucu (Arapaima gigas) leather. This initiative seeks to support traditional fish-farming techniques as well as the communities and the environments they co-exist with.