INTERVIEW: SUSTAINABLE, BUT MAKE IT FASHION. WHY CYCLE PLATFORM IS THE NEXT BIG THING
- Simona Burbaite
- Jan 27
- 9 min read
Updated: Feb 12
Interview by SIMONA BURBAITE
In a rapidly evolving fashion world, one visionary is daring to pause, reflect, and reinvent the rules. Meet Daniel Sanchez, the founder of Cycle Platform — a game-changing initiative poised to redefine the way we create, consume, and connect with clothing. With a career spanning over two decades, from surf-skate culture in the ’90s to consulting for global fashion giants, Daniel’s journey is as dynamic as the industry he’s reimagining.
In this exclusive conversation, Daniel shares the pivotal moments that inspired Cycle Platform, his thoughts on the complex dance between sustainability and style, and why the fashion industry is on the brink of a revolution. From tackling greenwashing to introducing digital twins into your wardrobe, his insights shine a light on the future of fashion — one where creativity meets conscious consumption, and technology drives transformation.
Join us as we connect the dots between style, sustainability, and cutting-edge innovation, revealing why Daniel believes the future of fashion is not just about looking good but doing good. It’s time to rethink what we wear, how we wear it, and what it all means for our planet — and ourselves.
Let’s dive in.
Can you share a bit about your personal background and what led you to establish Cycle Platform?
I was working throughout my entire career in the fashion industry in different roles, starting at the very beginning, in the late 90s, related to the surf-skate industry. Over 25 years, I have combined entrepreneurial projects with roles in big corporations.
It was during the pandemic, while working as a consultant for several major fashion groups, that the seed for the Cycle Platform project was planted. At that time, I was working on various projects related to circularity, sustainability, and technology.
What was the turning point that made you focus on sustainable fashion?
To find solutions to the major problems and challenges of an industry I feel deeply connected to and which is now facing the greatest challenge of its time. At that time, becoming aware of the emerging issues related to fashion and its supply chain, as well as the environmental problems associated with it, marked the turning point for me, along with the pandemic.
How does Cycle Platform contribute to the sustainable fashion movement? What differentiates it from other platforms in this space?
I believe that the main difference between other great ideas and projects, whether by large companies or small startups, and the vision of Cycle Platform, is that we have a very broad and comprehensive view of the industry, from start to finish.
To address the major challenges in fashion, especially those related to sustainability, circularity, and the end of a product’s lifecycle, having a complete vision of what’s happening is essential. It’s like a big puzzle - to fit all the pieces together, one by one, you need a clear picture of the final image you’re assembling.
At Cycle, it’s the same. To act transversally across different verticals and create impact on a big scale, it’s crucial to have a thorough understanding of all industry processes from start to finish. This allows us to develop a comprehensive solution that connects previously disconnected dots.
This interconnection will drive efficiencies, and those efficiencies will lead to progress in sustainability.
How does your personal style or philosophy align with the platform’s mission?
Personally, I try to have a lifestyle that aligns, as much as possible, with Cycle’s values. Nothing extreme — just very simple things, like taking care of the little details, managing energy consumption, being mindful of the clothes I wear and buy, paying attention to my diet, and caring about my immediate surroundings, animals, and the environment. But all of this is approached in a balanced and practical way.
What do you think are the biggest obstacles the fashion industry faces in becoming more sustainable?
Volumes and markets.
First, the scale, the volume. We cannot believe that such a massive global industry will ever completely cease to be an environmental problem. Improvements can be made, but it will always have a significant impact.
Second, fashion companies are… companies. The core nature of a company is to grow and generate profits. It’s challenging to find the balance between this and many of the decisions that need to be made to become more sustainable.
What’s your take on “greenwashing” in the industry, and how can consumers spot it?
To be honest, it’s very difficult nowadays to distinguish between greenwashing and genuine sustainability efforts. There are cases where large fast fashion companies are making significant efforts to improve their processes and make them more sustainable, with communication that is meticulously aligned with their actions in specific areas, such as materials or sourcing. Meanwhile, smaller companies or even luxury brands often have practices or operations that are far less sustainable than we might assume as consumers.
This makes it hard to know what’s truly happening. That’s why EU regulations around standardized labeling, digital passports, and similar measures will help us, as consumers, take more informed purchasing decisions in the future.
Do you think big fast fashion brands can truly become sustainable?
It depends on what we define as “sustainable.” As I mentioned earlier, due to the big volume of business and production, true sustainability is incompatible. However, these companies have significant space for improvement in their supply chains, operational efficiency, and more relevant actions to take.
I’m confident that year after year, we’ll see both quantitative and qualitative improvements that will generate a positive impact on the industry, especially when compared to previous years.
In your opinion, how can we make sustainable fashion more accessible and affordable for a larger audience?
The first step is to define sustainable fashion. From a design perspective, if sustainability is tied to limitations in designs, fabrics, or patterns that are disconnected from international fashion trends, it will have very limited potential for global impact or scalability.
We need to find a balance between maintaining the dynamism, creativity, and speed of fashion—primarily to remain appealing to the public—and doing things in a more efficient way, based on more ethical and sustainable values. However, as I mentioned, we can never forget the main driver of the fashion industry: the passion and creativity that spark the consumer’s desire to buy. Both mindsets should coexist and be balanced in the brand´s strategy.
How do you see technology shaping the future of sustainable fashion? Do you think digital fashion (e.g., virtual clothing, NFTs) fits into it? Could the metaverse play a role in reducing waste in the fashion industry?
Honestly, I see the metaverse completely disconnected from the fashion industry. It’s more like a game or, at best, an opportunity for brands to create gamification with an audience, but not much beyond that. In other words, it could serve as a marketing channel, but I genuinely don’t see it as a game-changer for the industry at all. We already saw this with the virtual fashion shows that were held—they didn’t achieve the expected results in terms of audience or the quality of the proposals.
However, technology, in a different context, is key to take the industry to the next level—not only as a way to become more sustainable but also as a lever for growth and improvement in many areas.
How do you envision the fashion industry in the next 10-20 years?
We believe the fashion industry will become fully digitalized, much like what happened with industries such as books or music. Of course, fashion will always remain a tangible industry, with physical goods, but the emergence of digital twins for each garment, integrated into a global digital system, will mean that every piece of clothing is “tracked” within a vast fashion matrix. This will create greater market liquidity, efficiencies, traceability, and convenience for consumers when it comes to purchasing, reselling, repairing, reusing, or simply enjoying a garment.
Many micro-brands will emerge, along with hyper-personalized garments and new materials. Fast fashion 2.0, like Shein or Temu, will eventually see price increases. Meanwhile, the luxury sector and its conglomerates will need to reorganize their strategies and find new ways to continue growing, as their markets are highly mature and will no longer experience organic growth. They will have to seek new audiences, explore new brand positioning, and adopt innovative commercial strategies to maintain their current market shares.
If you could make one major change
to the fashion industry overnight,
what would it be?
If I could make one impossible wish for fashion,
I would wish for it to
completely
disappear
from
social
media
(laughs).
What’s your vision for Cycle Platform in the next five years?
At Cycle, we are actively working to help create that future data matrix for the fashion industry. The imminent rollout of the Digital Product Passport (DPP) will be the first step toward the creation of unique IDs or digital twins for every garment. This will mark the beginning of complete traceability, connecting products and users across all channels and markets.
In five years, we hope to have contributed to the digitalization of the industry so that every item in our wardrobe at home is also accessible on our mobile devices. Imagine having all the information about your personal “inventory”—how much you’ve invested in clothing, the current value of your wardrobe, how to style it, or how to resell or repair items with just one click.
Who or what inspires you in your work? How do you stay motivated and inspired in such a challenging industry?
What I really like about the fashion industry is its creativity and dynamism. The constant evolution and change keep you engaged and alert, discovering new things every day—new brands, new campaigns, new ideas. It’s an industry bursting with creativity and talent, always closely interconnected with many other creative and artistic fields, such as music, art, architecture, and industrial design, among others.
Although, at times, it can also be overwhelming if you take it too seriously.
What’s one myth about sustainable fashion that you’d like to debunk?
Sustainable fashion doesn’t have to be out of trend or boring. As we mentioned earlier, it’s possible to create fashion—even some types of “fast” fashion—that is more efficient and value-driven, both in its production and commercialization.
On the other hand, nowadays, we can’t believe that just because something has the “sustainable” label, it’s automatically better.
What’s one actionable step our readers can take today to make their wardrobes more sustainable?
Very difficult question. If I had to say one thing, I’d summarize it in one word: being conscious.
Being aware of what we have and buy, and why we do it, is key. If we buy something, it should be because we truly understand the proposal and purpose behind the purchase. Whether it’s because it’s a design we love, because of the designer’s vision, our absolute affinity with the brand or retailer, because we want to have fun or enjoy the purchase just at one special event, or simply because it’s something we’ll wear repeatedly in our daily lives… whatever the reason, we should buy consciously and reflect on why we’re purchasing.
This way, we’ll appreciate the product, whatever the offering may be, and value the effort behind every fashion item we acquire. From that point on, we should treat it as an asset, not a disposable product. It’s something of value, and we must continuously recognize its worth, whether it costs 15€ or 2,000€.
What advice would you give to someone launching a sustainable fashion brand?
I don’t think I can give much advice to anyone looking to launch a brand, whether it’s sustainable or not, because there’s no secret or method that guarantees success. But what I would say is this: be ready to fully embrace the experience, whether it turns out to be a business success or not—you’ll grow as a professional along the journey.
And be patient. If you truly do it with passion and conviction, and if you really love this industry, you’ll achieve it sooner or later.
Your top shopping platforms?
I don’t use them very much for personal purchases, but I’d say SSense, The Broken Arm, and Dover Street Market’s online store. Vinted for second-hand. Colette was my must for many years before its closing in 2017.
Brands you love?
Too many (laughs).
Lemaire.
Junya Watanabe.
Martine Rose. CDG.
Margiela.
Kar. Sacai.
Ader Error.
Our Legacy.
Arc’teryx, and skate brands from the late 90s.
The Row.
Courrèges. Miu Miu.
Bottega.
Bettter.
Coperni
Open YY and
Low Classic for women, just to name a few.
And to be honest, I have to name Zara. I have encountered feelings and a love/hate relationship with the brand. Despite many cons, we need to admit that Zara, and especially Inditex as a major fashion player, is relevant in many topics, and we still need to keep an eye on them and learn from their pros.
Your favorite art galleries/museums?
Very mainstream: Thyssen in Madrid, Guggenheim Bilbao, National Gallery and Tate Modern in London, Petit Palais, Gagosian, Palais de Tokyo, Marian Goodman Gallery, and Pompidou in Paris, and Museo de Bellas Artes in Oviedo, Asturias—my hometown.
CYCLE PLATFORM
