• Emily Smethurst

Due to the fashion industries pace of growth, its sustainability goals are becoming increasingly difficult. As a result of this, sustainability has emerged as a “megatrend” and has become increasingly mainstream without anyone really understanding the topic therefore now requiring innovative platforms for consumers to be educated about sustainability. VP2A is an extensive business plan to launch Waste Collective, an independent, not for profit organisation which aims to educate consumers about sustainability within the fashion industry through the use of irony, popular culture and humour. The goal of Waste is to remove the stigma and stereotype around sustainability and aims to create an educational platform which will be relatable for the mass market consumer.