TVARIOS MADOS APRAIŠKOS LIETUVIŠKUOSE PREKINIUOSE ŽENKLUOSE: „LEMUSE“ IR „LEAF“ ATVEJO ANALIZĖ.

For many people, fashion is a way of life that has been going on for centuries. The modern fashion manufacturing industry is expanding, and competition is increasing, with more and more new brands emerging. The fashion industry controls life in the modern community far more than many realize, which affects not only clothing but almost every aspect of daily life. As consumer spending on fashion products increases, higher sales increase production demand, which in turn maximizes the negative impact on the environment. According to McKinsey (2016), clothing typically uses a lot of water and chemicals and emits a lot of greenhouse gases. There is more and more talk in modern society about the expression of eco-friendly and sustainable fashion in the fashion manufacturing industry. The essence of sustainable fashion production is to take into account the fact that it is important to produce only to the extent that the consumer needs, so that surplus is not the most important aspect. The main methods aimed at analyzing the development of sustainable fashion in Lithuania are the analysis of the scientific literature, quantitative research: survey, and qualitative research: in-depth interviews. The founders of the brands „LeMuse“ and „LeaF“ were interviewed, and after analyzing the answers received during the interviews, it is learned that the main direction of the business is sustainable production processes. It is revealed that „LeaF“ branded products are born from obsolete leather products, and the use of natural fabrics is at the heart of „LeMuse“. [ABSTRACT FROM AUTHOR]