F/ACT Movement Umeå

SRL 6 - solution(s) demonstrated in relevant environment and in co‐operation with relevant stakeholders to gain initial feedback on potential impact

F/ACT Movement Umeå

Pushing the fashion industry to become more sustainable. Through local, fashion interested consumers using Instagram to inspire and influence their followers and create a grass-root movement.

Umeå, Västerbotten, Sweden

ORGANISATION / PARTNERS

eXpression Umeå

BUSINESS MODEL

SCALE: National

Stakeholder:

CitizenKnowledge SectorPrivate SectorPublic SectorThird Sector

Type:

B2C - Business to Consumer

BUSINESS MODEL FORMAT:

Product Type(s):

FACET & LEVEL

FACET:

CommunityProduct-as-a-ServiceRecyclingRemanufacturingRepairReuseSharingTextiles

LEVEL:

Macro - Cities, Regions, Nations

Cities, Regions, Nations
Meso - Network, Cluster & Eco-Industrial Parks

Network, Cluster & Eco-Industrial Parks
Micro - Company/Organisation

Company/Organisation

SOCIETAL READINESS LEVEL & POTENTIAL

FUTURE POTENTIAL

ScaleableReplicableNetworkable

SOCIETAL READINESS LEVEL

SRL 6 - solution(s) demonstrated in relevant environment and in co‐operation with relevant stakeholders to gain initial feedback on potential impact

SRL 6 - solution(s) demonstrated in relevant environment and in co‐operation with relevant stakeholders to gain initial feedback on potential impact

CIRCULAR CYCLE PHASE

STATUS & TIMELINE

Milestone title	Date	content
end date	05/2021
start date	09/2020
start date Borås	09/2019

DESCRIPTION

TITLE: F/ACT Movement Umeå

CONCEPT: Pushing the fashion industry to become more sustainable. Through local, fashion interested consumers using Instagram to inspire and influence their followers and create a grass-root movement.

F/ACT Movement Umeå is a project run by eXpression Umeå in cooperation with Umeå University and Umeå Municipality. It is part of the nation wide project from Gothenburg Region and Science Park Borås, funded by Västra Götaland Region and the Swedish Environmental Protection Agency.

The project aims to influence the fashion- and textile industry from a grass-root-level, to become more sustainable. This is done by a selected group of consumers with a passion for fashion and sustainability, the so called f/activists. During the project they get to learn more about materials, textile care, re-make, second hand, try new and innovative services within fashion and textiles and take part in workshops and seminars on styling and fashion from a sustainable perspective. Through their Instagram accounts they spread the knowledge and information the learn and inspire their followers to make more sustainable fashion choices and to use what they already have in their closets. The project cooperates with companies and entrepreurs working with or developing sustainable and circular products and services within fashion/textile.

National Instagram: @fact.movement

Umeå’s f/activists’ Instagram:

@ agnessceciliaa

@ elinamostrom

@sovrumiarles

@hasolife

@idasidan

@magdaandersson1

@bosseochester

LOCAL LANGUAGE DESCRIPTION: Svenska

F/ACT Movement Umeå drivs av eXpression Umeå i samverkan med Umeå universitet och Umeå kommun. Det är en del i ett nationellt projektfrånGöteborgsregionen (GR) och Science Park Borås med finansiering från Västra Götalandsregionen och Naturvårdsverket.

Projektet jobbar för att, ur ett gräsrotsperspektiv, påverka mode- och textilbranschen till att bli mer hållbar. Det görs genom ett antal utvalda mode- och hållbarhetsintresserade konsumenter, så kallade f/activister. F/activisterna får i projektet lära sig om material, materialvård och klädvård, re-make, second hand, testa nya och innovativa tjänster inom mode och textil samt delta i workshops och föreläsningar om styling och mode ur ett hållbart perspektiv.Genom sina Instagram-konton sprider de vidare kunskap och information de lär sig samt inspirerar sina följare att göra mer hållbara modeval och att använda det som redan finns i garderoben. Projektet samarbetar med företag och entreprenörer som jobbar med eller utvecklar hållbara och cirkulära produkter och tjänster inom mode/textil.

Nationellt Instagramkonto: @fact.movement

Umeås f/activister finns på Instagram:

@ agnessceciliaa

@ elinamostrom

@sovrumiarles

@hasolife

@idasidan

@magdaandersson1

@bosseochester

Pressrelease om Umeå-projektet:https://expressionumea.se/pressrelease/elva-umeabor-deltar-i-en-stor-modeutmaning/

Artikel hos eXpression om samarbete med PopSwap, en klädbytar-app:https://expressionumea.se/ny-kladbytarapp-i-samarbete-med-f-act-movement/

IMPACT

BARRIERS

SOCIAL
- Lack of awareness
- Lack of sense of urgency
- Lack of civic engagement
- Consumption habits
- Social status linked to consumption
- Negative socio-economic status associated with sharing & buying second-hand
TECHNOLOGICAL
- Ability to deliver high quality remanufactured products
- Too few large scale projects
- Inability to reach 100% recycling
- Strategy to extend product service life
- Geographic dispersion of supply chains
- Geographic dispersion of products/materials
- Regional service economy infrastructure
- Complexity of the materials to be recycled
CULTURAL
- Company/community culture
- Limited understanding on impacts
- Willingness to collaborate in the value chain
- Consumer interest and awareness
- Operating in a linear system
- Change of mindset
- Resistance by key stakeholders seeking the status quo
REGULATORY
- Recycling policies are not efficient enough to yield high quality
- Lack of global consensus
- Absence of consistently applied standards and protocols
MARKET
- Low virgin material prices
- International and geopolitical competition
- Traceability/transparency in the value chain
- Demand for low prices
- Complementary skills/services required
- Lack of fiscal tools for internalizing environmental costs

ENABLERS

SOCIAL
- Change in the choices made by consumers
- Increased status related to second-hand and circular products
- Civic engagement and voluntary activities
- Shared norms, values, attitudes, and beliefs
CULTURAL
- Better consideration of the labour force
- A creative and skilled problem-solving resource
TECHNOLOGICAL
- Increased resource productivity, cost reductions
- Increased environmental performance
- Increased efficiency
- Better waste processing
- Higher quality of recycled materials
- Digital technologies and engineering to support business models
- Biomimicry innovation - emulating natures strategies
REGULATORY
- Extended Producer Responsibility (EPR)
- Tax shift from Labour to Resources
- No or low VAT on circular products and services
- Assess progress using reliable indicators for imports and local production while accounting for the life cycles of products
- Use of circular performance indicators by governments, investors and businesses can encourage the value chain to become more circular
MARKET
- Need for a long-term vision by businesses
- Knowledge of impact
- Functional service economy (XaaS)
- Digital infrastructure
- New alliances and collaborations