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 . Our methodology is based on ethnographic interviews carried out with actors of the local fashion supply chain.
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Guercini et al. (2013) studied this question.