Choosing renewable, sustainable fashion materials like bamboo and organic cotton reduces the end product’s carbon footprint. That being said, today, consumers are willing to pay more for them. Recycled polyester, from open-loop recycling of PET bottles, reduces environmental impact. The Ellen MacArthur Foundation reports reveal that The Fashion industry is responsible for 2.1 billion tonnes of greenhouse gas per year. The estimated value is more than all the international flights and shipping combined.
Sustainable Fashion vs Fast Fashion – the difference
The fashion industry has established itself as one of the largest polluters in the world and is responsible for significant environmental impacts. Sustainable fashion reduces these negative impacts by implementing practices to reduce waste and pollution. The use of non-renewable resources benefits the environment in numerous ways.
Fashion brands can become more sustainable in the following ways
A focus on physical durability for circular use
Average fast fashion garment made of fossil fuels lasts a few washes. A garment designed for longevity can prove that a brand is more environmentally conscious. Brands should choose to create the garment as part of a circular model, passed along to multiple owners. Brands are looking forward to producing durable clothing.
Emotional Durability
Fashion brands can design garments with emotional durability and encourage consumers to fall in love with high-quality pieces. Buying less but buying timeless, modular, or versatile is a growing consumer value. Though this attitude is in no way making commercial sense for a brand, it reduces the purchase frequency and builds brand trust.
Bio-derived or recycled ingredients
Fashion brands contribute to the carbon footprint indirectly through their value chain. That being said, choosing renewable, sustainable fashion materials like organic cotton and bamboo reduces the end product’s carbon footprint. Sustainable fashion innovations are entering the fiber market. The LYCRA Company uses fiber made of annually renewable field corn.
Afterlife
Fashion brands need to take into consideration the afterlife of their products by adopting sustainable and circular practices. In this regard, they should prioritize aspects like reuse, recycling, and repurposing. Sustainable fashion brands should choose the utilization of biodegradable materials in their designs. Also, they can choose to create in-house recycling programs.
Sustainable packaging
A company can be more sustainable through its packaging. Most brands have already been investing in using materials that can be recycled. Yet it’s worth understanding that recyclable packaging isn’t the same as sustainable packaging. Sustainable packaging is the kind that fits into the circular economy ethos. That being said, the reference is to the materials and products in society circulated among people for as long as possible.
Changing the brand’s message
For the brand to be taken seriously when it comes to sustainability, one needs to make sustainability your brand. The brand’s message should reflect Embracing the future and going green.
How Can Consumers Become More Sustainable?
Buying Slow Fashion
Customers contribute to the sustainability of the fashion industry by putting in some extra effort. Buying slow fashion instead of fast fashion is a great move. Customers can choose clothing that is durable, unique, and produced ethically. Buying slow fashion instead of fast fashion will also give customers the opportunity to help brands make more sustainable decisions about their supply chains.
Ethical Purchasing Decisions
Consumers can contribute towards sustainability by making more ethical purchasing decisions, including choosing Fair Trade clothing over conventional materials. Consumers ensure supporting sustainable practices with their purchasing decisions.
Following Brands That Adhere To Sustainability Standards
Customers can help contribute to the sustainability of the fashion industry by always choosing brands that adhere to certain standards. It’s good for consumers to choose brands that are committed to using organic fabrics. The things that they can do include following that brand on social media or subscribing to their newsletters to stay up-to-date on their latest sustainable initiatives.
Final words
Fashion and textiles industry can adopt sustainable fashion as a viable option through a variety of practices, such as using environmentally friendly materials. Besides, these practices can also ensure the reduction of water and energy usage. Fashion that is ethically made and environmentally friendly also ensures fair working conditions for workers. This kind of approach is highly beneficial to society and the planet as a whole.