The rate at which we consume, from food to clothing, impacts the environment. According to Greenpeace, the concept of fast fashion refers to large volumes of clothing produced by the fashion industry, based on trends and an invented need for innovation. In addition, the production of clothing represents 10% of CO2 emissions globally, equivalent to what the European Union releases alone. In this sense, Urbanic, fashion and lifestyle app is presented in Mexico as a cosmopolitan, technological, inclusive and sustainable alternative to fast fashion.

María Vasconcelos, a spokeswoman for Urbanic, told NotiPress that the company aims to build a community based on trust and ethics. "What we are offering is much more than fashion, it is an idea to revolutionize conventional standards," explains Vasconcelos. Urbanic's proposal to fast fashion has two pillars: inclusion and sustainability. Their purpose is to empower people through their clothing; without differences between any body type, race, gender, nationality or sexual orientation. Thus, the company proposes three specific actions to work on inclusion.

Urbanic also uses an algorithm of personalized recommendations, allowing better control over the inventory of each garment and manufacturing on request. In total, the system documents large databases in real time so that the brand can continue to offer high-quality products, affordable prices and the best customer service. James Wellwood, founder of Urbanic, told NotiPress that 2022 will mark an important relationship with the Mexican market. "We want to maintain the brand's annual growth of 500% since 2019, now in more emerging countries," he said.

Taking the step towards responsible consumption, in which the purchase of clothing is reduced, must be based on durability and quality and not on unnecessary trends. For this reason, one must opt ​​for sustainable brands, repair, reuse and renew garments and not choose fast fashion.

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