The Atacama Desert is known for being the world’s driest desert. But aside from holding a world record, the desert is also known for its breathtaking landscapes made of unique geological formations, its ideal conditions for simulating real expeditions on Mars, or for offering cloud- and pollution-free skies so much cherished by astronomers.
However, pollution-free skies don’t necessarily mean the area isn’t contaminated with waste. In fact, the Atacama Desert is a garment graveyard, with up to 39,000 tons of fashion items being discarded in the desert each year. And the number is, unfortunately, on the rise.
To draw attention on this matter and raise awareness of the impact the fashion industry has on the environment, digital commerce platform VTEX, in partnership with Fashion Revolution Brasil and Desierto Vestido teamed up with Artplan agency for a project that rescues these clothes and then “sells” them. And all, for free.
Dubbed “Re-commerce Atacama,” the initiative is intended to save the Atacama Desert by offering garment pieces at no cost, with shipping as the only expense. A small price for not only having a new wardrobe but also for helping the Atacama Desert keep its landscapes clean.
“We believe that each piece has a story and a purpose. Our mission is to rescue these items and give them a new chance, promoting a process of awareness about the exacerbated consumerism driven by the fashion industry today,” explained Mariano Gomide de Faria, CEO of VTEX, the company behind the project’s digital platform.
“Initiatives like Re-Commerce are essential for rethinking the way we consume fashion. The environmental impact of the textile industry is enormous, and promoting sustainable alternatives is a way to reduce waste and preserve natural resources and local communities, which are affected by these issues,” continued Ángela Astudillo, Co-founder of Desierto Vestido, a non-profit organization dedicated to educating, raising awareness, and encouraging the circular economy in the textile industry.
“We want to go beyond e-commerce: Our initiative invites reflection on the impacts of our current model of production, consumption, and unbridled disposal. We are living in a Climate Emergency, and the fashion industry needs more robust commitments. This action is a way to draw attention to what is behind the clothes and to provoke new ways of relating to them,” concluded Fernanda Simon, Executive Director of Fashion Revolution Brasil, a Brazilian organization that is part of the largest fashion activist movement in the world.
The team behind the project carefully prepares the clothing pieces before shipping them. They first select and restore the garments, and clean them, making sure that what’s about to be delivered is in good condition. Then, the items are listed on the microsite supporting the initiative, which users can access to order to products they want. The online platform launched 17 March, with all products uploaded on the website being currently sold out. However, the project’s initiators won’t stop here, letting consumers know a new collection is on the way.
CREDITS
Brand: VTEX // Fashion Revolution Brasil // Desierto Vestido
Agency: Artplan
