The textile industry is second most polluting industry in the world after the oil industry. it can take more than twenty thousand liters of water to produce one kilogram of cotton, equivalent to one t-shirt and pair of jeans. Also, up to eight thousand different chemicals are used to turn raw materials into clothes, including a range of dyeing and finishing processes. Some keys issues in the industry that need to be improved are: • The alarmingly high consumption rate of fashion goods • High cotton production • Unsanitary and low standard working conditions • Extremely high long supply chain • Use of harmful chemicals in the production process of garments • Animal cruelty • The harmful effects of involving the use of washing machines and, • Transportation of goods from productions sites to retail sites.

1. Sustainable Garment
of the Future
Michele Borrelli
Yejide Erogbogbo
Fashion Ethics
MBA Global Fashion Media
Doğal

2. Key Issues
• The fashion and textile industry is the second most polluting
industry in the world after the oil industry.
• It can take more than twenty thousand litres of water to
produce 1kg of cotton, equivalent to one t-shirt and pair of
jeans.
• Also, up to eight thousand different chemicals are used to
turn raw materials into clothes, including a range of dyeing
and finishing processes.
Some key issues that has to be improved:
• A high consumption
• High cotton production
• Horrible working conditions
• Extremely long supply chain
• Use of harmful chemicals
• Animal cruelty
• Use of washing machines
• Transportation

3. Company Introduction
Doğal, a Turkish clothing company that
specially engineers textiles and blended
fabrics using low-impact dyes while adopting
a zero-waste philosophy. The garments
crafted will be soft, flattering and long-
lasting.
The company will adopt a very transparent
system, all resources, supply chain,
production and other factors will be made
public.
Vision: To create clothes that prove that both
fashion and social responsibility can co-exist.
Doğal

4. Doğal

5. Geographic
• Made in Turkey
• The country has an enormously rich and vibrant tradition in textiles
• Laws on environmental safety
• Reduction of carbon footprint
• Close proximity to fabrics (taking the advantage of the Aegean
Region, one of the best regions in the world in high quality organic
cotton production)
• Able to produce a wide range of organic cotton clothing
• Current issues are: water pollution from dumping of chemicals
and detergents; air pollution, particularly in urban areas;
deforestation; concern for oil spills from increasing Bosphorus
ship traffic.
Local Skills
• Abundant supply of raw materials
• Strong production skills
• Good reputation for quality
• Certified by the Control Union Certifications with GOTS (Global Organic Textile Standard)

6. Working Conditions
Turkey among other select countries is one of the few to mandate that all its textile
manufacturers comply with the internationally accepted environmental standards. A good
example is the ban of carcinogenic dyes which allows for more environmentally safe
products.
Contracts: By law all companies must provide an employment contract which should state
the terms and conditions of employment including; job description and obligations, salaries
and rates, employee rights and privileges, absence excuse, wages, termination of contact or
resignation, prerequisites for leave of absence.
Salary : 401€ is the average salary of the workers in factories. As a step further, this will be
increased to the level of minimum living wage for the workers. They will also have a Christmas
bonus
Maximum working time : Employees will work five days a week for nine hours, and be paid
extra for any overtime. Each worker is allowed only three hours overtime per week.
Holidays : People working in Turkey are under law entitled to holidays including national ones.
Under Article 53 of the Turkish Labour Code, employees who have worked for at least one
year are entitled to paid annual leave. Also, Turkey has 14.5 days of public holidays each
year.

7. Materials
The main element of the dresses will be organic cotton treated and
tencel with low impact dyes and hydrogen peroxide bleach for
colour.
• Tencel: This is made from eucalyptus wood and is an increasingly
preferred harmless option to denim. The fibre is biodegradable
and most of the solvent used in the process is recyclable.
• Certified Organic Cotton: This cotton is liberated from the toxic
chemicals used in traditional cotton production. The cotton and
cotton blends will durable, and smooth.
• Low Impact Dyes: They have a higher than average absorption
rate which is good as less water is required in the rinse process
so less dye runs off in the water; therefore, the dyes have a lower
impact on the environment. They do not contain heavy metals (like
chrome, copper and zinc), nor do they require toxic chemical
mordants to fix them to the fiber.
• Hydrogen Peroxide Bleach: This is the simplest peroxide and will
be used as a weak oxidizer, bleaching agent and disinfectant.
Side Effects may include redness, stinging, or irritation
By keeping all manufacturing in Turkey, and sourcing only from one
external country, this will dramatically reduce our luxury
transportation footprint, as will be seen shortly.

8. Chemical
The use of chemicals in our products will be very
minimal, however, there are some materials that
are required and cannot be made without the
use of chemicals.
• Formaldehyde will be used to help resist fabric
wrinkles and shrinkage. Since just one wash
can eliminate or reduce levels of a number of
these substances, it’s still relatively harmless.
• Phthalates: Will be used as a softening and
agent, and used in the decorative printing of
the clothing. it has been proven to cause some
respiratory issues in humans.

9. Energy Consumption
Energy utilized for our production of
clothes will be from renewable energy.
• Ranked 7th in the world in terms of
geothermal potential. Turkey places
emphasis on developing wind and solar
energy, alongside its geothermal power
capacity
• During the production of our clothes,
hydroelectric energy will be the main
source of power. According to the
Turkish Ministry of Energy and Natural
Resources, the share of renewable
energy is planned to increase to 30% of
electricity generation by increasing the
installed capacity of hydroelectric power
• This will contribute less to wasteful
energy production processes that are
harmful to the atmosphere (e.g. carbon
dioxide, greenhouse gases and other
chemical pollutants)

10. Luxury Miles:
• Physical presence where the manufacturing, storage, and
logistics are placed to ensure maximum sustainability in the
transportation of materials and products.
• No retail outlet, no transportation is required from the storage
to the point of sale.
Animal Cruelty:
• Doğal is a vegan, animal friendly company, so no animal
products such as silk, or wool will be used.
• Also, there are no pesticides used in the process, making this
fabric easier on our Earth.
Recycling/Loyalty:
• Doğal will focus on recycling as well as recycled materials,
combined with our eco-friendly manufacturing and production
process, the clothes will be equally recyclable in nature.
• The clothes will be recycled in collaborations with existing
local recycling organizations and slowly develop it’s own
department to recycle the clothes
• Also, the recycled material will be used and a recycled
collection of products will be added to the company’s retail
website.

11. Audience
Consumers
• Women
• Married or single
• Well educated
• With a good job
• Don't follow traditional trends
• Take decisions independently
• Hungry for information on their garment process
• Live in a big or small city
Sustainable Platform
• A green corner will be created on the brands website where information about
fabrics, working conditions, chemicals dyes that are used in production of our
garments will be shared.
• Also general information educating customers on how to wash their clothes in a
green way, without using strong cleaning agents which damages the
environment will be shared

12. • « buy a dress, plant a tree »
• Doğal is deeply committed to making sustainable
practices, ethical products and positive environmental
impact the gold standard for the fashion industry.
• Doğal shows their respect and concern about the
deforestation problem going on by pledging that with
every purchase of a Doğal dress a tree will be planted in
Istanbul.
• Doğal wants to educate their customers through their
advertisement and show their production transparency.
• The advertisement will show the production of the dress.
It will target young people who want brands to act
differently, brands that respect the environment.
• Digital video ads will be shot and shared on the brand’s
website and social media handles on Twitter, Instagram,
Pinterest and Facebook.
• Through effective content marketing our vision will be
spread to our specific audience.
Advertising

13. Retail
E-commerce:
• Doğal’s only point of sale will be its website. The
website shall include the production process,
materials used, techniques incorporated and
skills imparted all with a crystal outlook.
• Loyal customers will have access to the option
of getting their dresses customized according
to their needs.
• Also free shipping on orders over $100

14. References
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