One afternoon shopping with my French friend Florance taught me more about where sustainable fashion is failing than most industry conferences.

Florance isn't a textile professional. She has no white papers to cite. She picked up a €55 recycled wool jumper, read the label, and asked the questions the brand hadn't prepared for: Why isn't it 100% recycled? And if it is recycled now — what happens when it can't be recycled anymore?

This field dispatch follows that conversation all the way back up the supply chain — from the consumer holding the label, to the spinner who made the first decision about the blend, to the recycler at the end of the chain who nobody thought to design for.

If you work in textiles, this is your industry. If you buy clothes, this is your money. Either way, Florance's questions are yours too.

Magazine-format report with embedded video. 7 pages. €15.