PROJECTS

Earth Logic Design
Forest Meetings
Earth Logic
UCRF
BOOST Metadesign 
TLLAA
Design + Change
Metadesign project
Lifetimes
Lucky People Forecast
Urban Nomad

EARTH LOGIC: FASHION ACTION RESEARCH PLAN


The Earth Logic: Fashion Action Research Plan came out of the realization that decades of attempts to make fashion more environmentally and socially sustainable have failed because the underlying logic of the fashion sector is to create economic growth. This logic results in exploitation of people and other species to achieve constantly shorter lead times, lower prices and higher volumes. Because of this logic, benefits of initiatives directed at fashion products - such as replacing conventional with organic cotton, or directed at discrete systems – such as take back and recycling schemes, are eaten up by fast and vastly growing volumes of fashion products. 

With this insight, Kate Fletcher and Mathilda Tham decided to go upstream and instead of new technologies, products, or even systems, propose a new logic for the fashion sector. We have called this Earth Logic, what makes sense – or is logical – for the health and survival or earth and all its species, including humans.  




Since we launched Earth Logic at London Fashion week in February 2020, it has reached over a million people through global media articles, and we have had dialogue with over 3500 fashion stakeholders from industry, research, education, governance, NGOs, activism as well as with communities. Earth Logic has inspired new initiatives in media, industry and education and was the key reference point for a policy briefing by the European Environment Bureau.

Recent and current Earth Logic projectS focus on gardening as a metaphor for systems change, local governance, learning as a driver for change, new professional roles. There are many resources available on the Earth Logic website.

Earth Logic was first introduced in the publication, the Earth Logic Fashion Action Research Plan commissioned by the JJ Charitable Trust in 2019 as a radical, advanced and comprehensive framework for sustainability research for fashion. Kate Fletcher and Mathilda Tham are long-term collaborators of systems change in fashion, with work including The Lifetime Project, Routledge Handbook of Fashion and Sustainability, and Union of Concerned Researchers in Fashion.