The aim of the work is to provide some insight for the improvement of product lifecycle and decrease the environmental footprint in the apparel industry with the introduction of software 3D, making the case of the company Pattern SpA. To do so, it is analysed the actual product life-cycle, focalizing on the informatic infrastructure of the company and explaining, under some assumptions, how an ideal platform that exploits the 3D technology could be used in order to reduce the life-cycle time, the costs and the material consumption. It founds obvious limits for the development of this platform, thanks to the technological limits that the apparel industry shows.