“Extraordinary times require extraordinary measures”. Javier Goyeneche, Founder of ECOALF, opened this panel stating that fashion is not only about looking good, but about “doing whats is right and feeling good about it”. With provocative words, he showed the audience that, nowadays, if you are not contributing to bringing solutions to the production process, you are part of the problem. Therefore, the industry must use technology and innovative actions to move towards eco-friendly production, after all, there’s no Planet B.