The fashion industry has a massive waste problem and is considered by UN to be one of the largest polluters globally.
The number of garments purchased each year by the average consumer increased by 60% compared to 2000 and, according to The New York Times,
nearly three-fifths of all clothing ends up in incinerators or landfills
within a year of being produced.
Additional studies claim that today the average person wears a garment only seven times before disposing it (Wall Street Journal), for an average lifetime of only 3 years (UN).
Must Had was born from the belief that a truly more sustainable fashion industry depends on reusing the waste we generate, focusing on RESCUE, REPURPOSE and REVALUE.
The linear model of extracting, producing, consuming and discarding makes less and less sense in accordance with the predictions of resources scarcity
that future generations will have to deal with in a not so distant future.
For this reason, our digital ecosystem promotes a circular business model that values the know-how of brands, artisans or designers who, through a variety of upcycling processes, give a new life to pre-owned clothing,
leftover fabrics, unsold inventory or other wasted materials.