Udržitelnost českých oděvních značek pohledem teorie paradoxu

The aim of the bachelor's thesis is to find out what obstacles and barriers preventing more sustainable functioning must be faced by clothing brands producing in the Czech Republic. What are the advantages or disadvantages of local production for them, and what prevents their improvement in terms of sustainability? Their managers have to deal with a number of contradictions related to sustainability and economic growth. The work aims to find out according to which aspects related to sustainability they make decisions and what influences all of these decisions. In the practical part, a qualitative research was conducted in the form of semi-structured interviews with owners of Czech clothing brands. The outputs of the interviews were processed through coding schemes, then analyzed and compared with the theory. The work confirms that local production is demanding, but not with it the amount of significant benefits for brands, such as better control of the production process or reduction of environmental impacts. When it comes to managerial decision-making, it is best to prioritize sustainability for those for whom value is important in person and at the same time this value is important for the entire brand and is rooted in its philosophy.