On October 30th 2025, the event Responsible Fashion Business took place in Warsaw — organized by Fashion Revolution Poland in collaboration with Thursday Gathering #243 at Venture Café Warsaw.
REmake IT’s co-founders were part of this inspiring day: one joined the panel discussion “What’s with advertising?”, both delivered a lecture, and together they presented the Up_Art project — merging art, fashion, and responsibility.
This event invited not only the fashion industry but also its close allies — advertising, communications, and event production — to rethink what “responsibility” truly means today. Because if fashion needs to evolve, so must the industries that promote and visualize it.
Key insights from the event.
- Responsible Fashion Business highlighted the urgent need for circularity, transparency, and accountability throughout the fashion value chain. (fashrev.pl)
- Thursday Gathering #243 hosted the panel “What’s with advertising?”, where REmake IT’s co-founders shared perspectives on creative responsibility and sustainable design in marketing. They also presented Up_Art, an initiative demonstrating how materials and messaging can be repurposed to tell meaningful stories. (venturecafewarsaw.org)
Fashion Revolution Poland consistently reminds us that the “fashion revolution” is not only about clothing — it’s a cultural shift influencing production, marketing, and consumption across industries. (fashionrevolution.org).
Why the advertising and trade industries must take responsibility seriously
While sustainability discussions often center on textiles, the advertising and exhibition industries also operate within a single-use mindset — producing massive amounts of materials that are rarely reused.
Let’s look at the broader context:
- According to Eurostat, total waste generation in the EU reached 2.23 billion tons in 2022, or about 4.9 tons per person. (ec.europa.eu)
- The European Environment Agency reports that the average European consumes 14 tons of materials annually and generates around 5 tons of waste. (eea.europa.eu)
- Research on outdoor advertising banners (OOH) shows that these campaigns are among the most material-intensive and least circular elements of modern marketing. (ResearchGate study)
- The UFI report on waste management in exhibitions (2020) notes that even mid-size trade fairs can generate several tons of materials per event, often discarded after a single use. (ufi.org)
In short, the advertising and trade industries not only shape public perception but also shape physical waste streams — from banners and billboards to booths and roll-ups.
Our reflections after the event:
During the panel and lecture, we emphasized that advertising should not merely decorate a brand message — it must embody its values.
Advertising does more than sell; it sets aspirations and cultural standards. Therefore, responsibility must be built into its core.
From OOH banners and posters to trade fair stands, many materials are still treated as disposable. It’s time to shift the paradigm from “print, display, discard” to “design, reuse, repurpose.”
The Up_Art project exemplifies this approach — combining aesthetics, reuse, and education. It shows that creative communication can be both impactful and responsible.
Three practical recommendations for the advertising and trade industries
- Design for reuse and modularity
- From the very first brief, plan your campaigns or trade booths for multiple-use lifecycles — with modular systems, durable materials, and detachable elements.
- Include environmental goals in your briefs: e.g. “materials containing at least 50 % recycled content” or “booth designed for three or more events.”
- Research shows that even PVC banners can be repurposed into durable products (such as bags or raincoats). (ResearchGate study)
- Implement “take-back” responsibility
- Agencies and suppliers should offer post-event recovery programs: collecting, storing, or reusing materials after campaigns or fairs.
- Add a clause in every project: “Materials must be suitable for reuse or recycling at ≥ 50 % of total volume.”
- This aligns with Extended Producer Responsibility (EPR) principles — taking accountability for the full material lifecycle, not just production.
- Measure and communicate impact
- Track simple metrics: e.g. m² of printed materials, percentage reused, waste reduction.
- Share these numbers in client reports and case studies — it builds credibility and educates audiences.
- Position your agency or brand as a leader in sustainable communication, showing that creativity can drive positive change, not only visibility.
Conclusion
Our participation in Responsible Fashion Business and Thursday Gathering #243 was more than a speaking opportunity — it was a call for cross-industry responsibility.
As creative professionals, we hold immense power to shape reality: how people see brands, how they consume, and what they value.
We believe the future of advertising lies in responsible creation — where every campaign, booth, and banner becomes a conscious statement.
So before launching your next OOH campaign or trade stand, ask yourself:
“How can this message not only be visible — but also sustainable?”
Let’s design for impact and continuity, giving materials — and ideas — a second life.