From cotton to clothing garments: Which eco-friendly alternatives exist and what is their future potential? Analysis on the basis of a Belgian start-up – Shak & Kai

Purpose This research thesis aims at analysing the environmental impact of the cotton value chain and its alternatives within the textile industry. It first outlines the negative environmental impact at each step of the cotton value chain. Then it tackles the encouraging and innovative alternatives existing at each step of the value chain. In addition, it evaluates the case of a Belgian start-up operating with a Circular Business Model, Shak & Kai. Lastly, it interprets four possible and plausible scenarios for the start-up’s future in an evolving fashion industry. Originality/Value This thesis contributes to the scientific literature by providing an overview of current and future practices within the global cotton value chain applicable to the fashion industry. An unprecedented analysis has been conducted on an existing Circular Business Model with its virtues but also its limits. It also explores several future scenarios based on key drivers. It makes recommendations for Shak & Kai on how to adapt its strategy depending on the evolution of two key drivers. Methodology/Approach The methodology used in this thesis is an overview of different data sources: existing literature, recent innovative technology developments and global initiatives within the global fashion industry. The case study on Shak & Kai has been conducted through both primary and secondary qualitative research. Finally, the scenario building analysis for future outcomes was based on frameworks used by consulting companies. Findings The global fashion industry has been at the head of many scandals the past few years. If no action is taken, its negative environmental impact will keep increasing resulting in resource scarcity, rising costs of raw materials and price volatility. Globally, encouraging evolutions and initiatives have been rising but the adoption rate is still very low. Moreover, in the Belgian fashion landscape few start-ups are trying to disrupt the industry, but their activities remain limited because of their high prices and a lack of consumer knowledge. Therefore, communication for innovation is a key consideration. Recommendation for future research Scenarios and limits regarding the future of a Belgian Circular Business Model (CBM) have been built and this could be used as a basic for future research, such as the search for more sustainable business models in the fashion industry or the social and ethical implications.