Sustainability and luxury: the Italian case of a supply chain based on native wools

The issue of sustainability is becoming increasingly relevant to fashion, where firms invest in projects in a sustainable supply chain where it is possible to pass ‘from the sheep to the finished garment’. The paper analyses a case of innovation in the native wool produced in Italy (Tuscany) as a driver of a sustainable fashion supply chain; the aim is to investigate the resulting concept of sustainability and its relations with luxury. Our methodology is based on ethnographic interviews carried out with actors of the local fashion supply chain.