For Immediate Release
Antwerp, Belgium – 7 February 2025
20 European partners launched a major initiative funded by the European Union and coordinated by the University of Antwerp, to transform the fashion sector into a more sustainable, circular, and socially inclusive industry
Tackling Fashion’s Environmental Footprint
The European fashion industry is a significant economic force, with more than 160,000 companies employing 1.5 million people. However, its environmental impact is equally substantial. Textile consumption in the EU ranks among the top contributors to pollution, with 5.8 million tonnes of textiles discarded annually and high carbon emissions resulting from overproduction and wasteful consumption patterns.
To address these challenges, the Just Fashion project—a Horizon Europe-funded initiative coordinated by the University of Antwerp—has been launched. This ambitious collaboration between 20 partners from eight European countries (Belgium, UK, Lithuania, Italy, Spain, Germany, North Macedonia, and Portugal) aims to support Micro, Small, and Medium Enterprises (MSMEs) and SMEs in navigating the transition toward a greener and more transparent fashion industry.
“The fashion industry is at a critical turning point. Just Fashion will provide companies with the necessary tools and guidance to implement circular and socially responsible business models, aligning with new European Green Deal regulations,” says Professor Annick Schramme, project coordinator and expert in fashion management at the University of Antwerp.
A Roadmap for Sustainability
Just Fashion’s key objectives include:
- Mapping sustainability in the European fashion sector to gain insights into existing challenges and best practices.
- Developing and testing circular business models that support companies in reducing their carbon footprint and waste.
- Implementing six pilot projects focusing on diverse aspects of circularity, such as material innovation, zero-waste prototyping, recycling, and transparency in supply chains.
- Enhancing digital tools and AI-based solutions to assist fashion businesses in complying with the European Green Deal and future policy regulations.
Building a Circular and Inclusive Fashion Industry
The European Commission has set ambitious sustainability goals, including the EU Strategy for Sustainable and Circular Textiles (2022), which demands a shift to longer-lasting, recyclable, and ethically produced fashion items. To meet these objectives, Just Fashion will update existing tools and instruments, create AI-driven policy support mechanisms, and provide hands-on assistance for MSMEs and SMEs.
“Many fashion companies want to adopt more sustainable practices but often don’t know where to start. Just Fashion will bridge this gap by equipping them with practical solutions that enhance circularity and social responsibility,” explains Schramme.
A Multi-Stakeholder Approach
The Just Fashion consortium consists of leading universities, research institutes, industry organizations, and business networks, including:
- Universities & Research Institutes: University of Antwerp (Belgium), Vilnius Gediminas Technical University (Lithuania), University for the Creative Arts (UK), Eurecat (Spain).
- Industry & Business Support Organizations: MODACC (Spain), Fashion Council Germany, European Fashion Alliance (Germany), Flanders DC (Belgium), ADRAL (Portugal), Materahub (Italy), Macedonian Fashion Association.
- Development & Policy Agencies: EURADA (Belgium), ART-ER (Italy), European Crowdfunding Network (Belgium).
- Fashion Companies & SMEs: Luisa Cerano (Germany), Staff Jersey (Italy), Boboli SA (Spain), Bastet Noar (North Macedonia), Xandres (Belgium), Waanzin (Belgium).
Next Steps
Over the next three years, the Just Fashion project will work closely with fashion businesses to test innovative approaches, refine policy frameworks, and set new industry standards for circularity and sustainability.
For updates, follow the Just Fashion project on:
https://instagram.com/justfashion_project
https://www.linkedin.com/company/just-fashion-eu-project
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