Staiy: Dare Un Nuovo Volto Alla Sostenibilità

The fashion industry is widely believed to be the second in the world for pollution levels. Indeed, this market produces 10% of humanity’s carbon emissions, drains water sources, and pollutes rivers and streams. According to a 2018 UNECE report, 85% of all textiles end up in landfills each year. The determinants of this alarming situation are numerous and interrelated. The most impacting one is definitely individuals’ awareness of their consumption behaviour. Nowadays, consumers are used to see fast fashion brands as point of reference for this market, due the huge marketing effort of these firms. This resulted in higher demand of fashionable and renovated goods, consequently bringing brands to expose a new collection in their stores every month and even every week, with rising competition on prices due to economies of scale. The consequences of this extreme overconsumption and overproduction of goods are astonishing. In the long term this model is absolutely unsustainable, both from an environmental and social point of view. In this delicate scenario, Staiy has come to play. Staiy’s mission is to accelerate the transition towards a more conscious consumption behaviour in the fashion industry. To this end, the German startup has created a network of European brands committed to sustainability. Thanks to its innovative technology, their platform has become a virtual place for people to shop sustainable fashion. Moreover, the firm’s mission consists in educating people to a more conscious consumption. For this reason, Staiy concentrates a lot of resources in creating informative contents and events, with the aim of stimulating the debate around ecology and encouraging individuals to take meaningful steps towards a sustainable lifestyle. Finally, Staiy wants to spread the message that people do not have to compromise on style to be more sustainable. Indeed, thanks to artificial intelligence, the platform suggests to customers new items based on their own preferences, carefully selected for their timeless design and quality. In this sense, the company communicates that sustainability can become part of everyone’s life, without having to abandon what we love. By bringing together sustainability, style and A.I., Staiy has given a new face to sustainability. The aim of this report is to illustrate in detail the environment in which this company operates, its mission and vision for the future of sustainable consumption, and my personal contribution to it. In particular, the scope was to underline the impact on my life, both from a personal and a professional perspective. This experience inspired me as an individual, by driving me to be more conscious of the impact of my everyday consumption and lifestyle choices. It also drove my attention to the big picture in which a small item like a t-shirt is inserted: a firm’s supply chain, its stakeholders and the implication of its actions on a wider scale. In conclusion, I have a clearer idea of what I intend to be my field of specialization. I understood that sustainability can revolutionize future businesses, by creating shared societal value and offsetting their environmental impact. I would like to be part of this revolution, and for this reason I will pursue a Master in Management degree giving particular importance to the study of this subject. ​