Italy is gearing up for the summer sales, which start on July 4th, a date highly anticipated by more than six out of ten Italian families. While 90% of customers consider the sales season the optimum time to replace their clothing, these savings risk fueling unsustainable textile waste production. According to data from the European Environment Agency (EEA), Italy's average per capita consumption climbed from 17 to 19 kg per year between 2019 and 2022. Despite this progress, end-of-life management remains far too low: ISPRA (Italian Institute for Environmental Protection and Research) surveys show that 80% of textiles are not disposed of in separate garbage collection, barring them from any recycling procedure.