Executive summary included. The fashion industry is made to become unfashionable; this is the definition Coco Chanel gave about fashion industry. This is applicable to the fast-fashion model that have been applicating till today. Despite profitable, it is harmful for the environment and it is not sustainable in the long term. The wave we are living in right now shows us that the model should be slowdown. We have found a sustainable as well as profitable model we will exploit. The trends surrounding this business has been a way of determining the industry itself. Fashion has become an important part of identity, for the people it is kind of differentiation and self-assimilation. Fashion industry empower the people to show off about their differences, while you are part of something bigger, named a group, a culture, or a movement.