Dr. Gül Kaner
Our Sixteenth member of the month is Dr. Gül Kaner.
UCRF is running a ‘Member of the Month’ feature on this blog, where a member, selected at random from the membership database, is sent five questions to give us all an overview of our members. Our sixteenth participant is a Lecturer in Sustainable Business Management, at the University of Portsmouth, and Course Leader in Innovation Management & Entrepreneurship Dr. Gul Kaner.
– How would you sum up your research/practice?
My research focuses on advancing sustainability in the fashion industry by integrating design thinking, consumer behaviour insights, and collaborative methodologies. Through academic research and industry collaborations, I develop innovative tools such as sustainability literacy frameworks, consumer personas, and multi-layered labelling systems that make complex sustainability data accessible to diverse audiences. My work bridges theory and practice, allowing me to address pressing challenges in sustainability communication, education, and product design. This approach drives innovation in fashion while fostering consumer empowerment and systemic change within the industry.
– How do you address fashion and sustainability in your work?
I approach fashion and sustainability through research and practice that prioritises clear communication and actionable strategies. For instance, my doctoral research developed a layered labelling system tailored to different consumer needs, helping consumers understand the environmental and ethical aspects of their choices. In practice, I collaborate with organisations like Reflo Sportswear on a Knowledge Transfer Partnership (KTP) funded by Innovate UK. This project focuses on integrating sustainability into Reflo’s business model by conducting advanced lifecycle assessments and creating actionable guidelines for sustainable sportswear. My work also extends to projects like H&M Germany’s “Wearable Love,” which combined sustainable materials with wearable technology. By fostering collaboration between academia and industry, I aim to create scalable solutions for a more sustainable fashion ecosystem.
– What are the conflicts you have encountered around fashion and sustainability in your work?
A common conflict is the "attitude-behaviour gap," where consumers voice support for sustainability but prioritise affordability, design, and convenience when making purchases. Additionally, scepticism about greenwashing remains a significant barrier, as consumers often distrust sustainability claims due to a lack of transparency and credible communication. From a brand perspective, balancing the cost of sustainable practices with market competitiveness is a challenge, particularly for small and mid-sized companies. In my KTP with Reflo Sportswear, I encountered the difficulty of aligning comprehensive sustainability goals with practical implementation, particularly in terms of supply chain transparency. These challenges underscore the importance of developing communication strategies that are both clear and credible, as well as fostering partnerships that allow for shared accountability in achieving sustainability goals.
– What do you consider the key sources and cases when it comes to fashion and sustainability?
Several global sources and cases stand out as pivotal in shaping the conversation around fashion and sustainability. The Ellen MacArthur Foundation’s Circular Economy Initiative is a cornerstone resource, offering insights into creating a regenerative fashion system. Their Circular Fashion Economy Report emphasises sustainable design, extended product life, and resource efficiency, making it an essential read for anyone interested in transforming the industry.
The Fashion Revolution Movement, with its “Who Made My Clothes?” campaign, has been instrumental in raising awareness about the social and environmental impacts of the industry. It encourages transparency and accountability from brands while educating consumers about ethical fashion choices.
United Nations Alliance for Sustainable Fashion: This initiative integrates various UN agencies to tackle sustainability challenges, from environmental degradation to human rights. It highlights how global cooperation is vital for systemic change in the industry.
Notable case studies include Patagonia, known for its “Don’t Buy This Jacket” campaign, which promotes mindful consumption and repair over frequent purchases. Another is Stella McCartney, a designer consistently leading the way in sustainable luxury fashion by championing innovations like bio-fabricated materials and circular design principles. These examples reflect the integration of sustainability into both brand ethos and operations.
– Could you recommend some less-known sources or cases you think should be more widely shared?
One lesser-known but impactful initiative is The Redress Design Award, a global sustainable fashion competition for emerging designers. This platform not only spotlights innovative solutions for reducing waste but also educates participants about zero-waste, upcycling, and circular design techniques, inspiring a new generation of sustainable fashion leaders.
Thank you Dr. Gül Kaner for sharing your work!
