Sustainability Shaping the Future of Clothing Brands
In today's rapidly changing world, the fashion industry is undergoing a transformative shift towards sustainability. Several factors determine whether and how sustainable a brand truly is. In a nutshell, the better (or less harmful) the brand is for the planet, the more points it gets. The fundamental criteria that make a brand truly sustainable are environmental responsibility, ethical and fair practices, and transparency.
The environmental movement aiming to protect and preserve the planet has much to say when it comes to clothing and fashion. Known as sustainable fashion or eco-fashion, the goal is to minimize the negative effects the fashion industry has on the environment and society. It encompasses clothing design, production, retail, and disposal of garments.
The trend towards green and sustainability has only increased in recent years as the effects of climate change become more apparent – younger generations frequently cite the need to protect the Earth as a top priority. As such, consumers need to be wary of certain clothing brands that have taken the opportunity of ‘green washing’ their offerings – a marketing practice that tries to position products as more environmentally friendly than they truly are.
While the ultimate way to be sustainable with your wardrobe is to stop acquiring new clothes, this may not always be an option. Thrift stores, rentals, or obtaining garments from friends and family for sure reduce our carbon footprint, but it may be hard to find specific apparel. If this is the case, the next step is to be selective with the brands you shop at and support.
Therefore, while fashion is a powerful method of self-expression and the fashion industry has been integral to economic growth and development, the current rates of consumption and production cannot continue without exacer-bating the dangerous consequences for the environment.
Consumer culture should shift towards long-term use of quality garments, repairing or donating older garments and purchasing second-hand clothing. On the production side, companies will have to decouple themselves from the expectation of rampant growth and focus instead on providing quality products that stay in style longer.
The environmental movement aiming to protect and preserve the planet has much to say when it comes to clothing and fashion. Known as sustainable fashion or eco-fashion, the goal is to minimize the negative effects the fashion industry has on the environment and society. It encompasses clothing design, production, retail, and disposal of garments.
The trend towards green and sustainability has only increased in recent years as the effects of climate change become more apparent – younger generations frequently cite the need to protect the Earth as a top priority. As such, consumers need to be wary of certain clothing brands that have taken the opportunity of ‘green washing’ their offerings – a marketing practice that tries to position products as more environmentally friendly than they truly are.
While the ultimate way to be sustainable with your wardrobe is to stop acquiring new clothes, this may not always be an option. Thrift stores, rentals, or obtaining garments from friends and family for sure reduce our carbon footprint, but it may be hard to find specific apparel. If this is the case, the next step is to be selective with the brands you shop at and support.
Therefore, while fashion is a powerful method of self-expression and the fashion industry has been integral to economic growth and development, the current rates of consumption and production cannot continue without exacer-bating the dangerous consequences for the environment.
Consumer culture should shift towards long-term use of quality garments, repairing or donating older garments and purchasing second-hand clothing. On the production side, companies will have to decouple themselves from the expectation of rampant growth and focus instead on providing quality products that stay in style longer.
