Let’s get to the nitty - gritty of Sustainable Fashion
First things first , what is sustainability?
Sustainability focuses on meeting the needs of the present generation without compromising the needs for the future, instead of the myopic focus being on the upward trend of human centric metrics which are really daunting.
With the fashion industry finally being held accountable for the footprints that it’s leaving on the earth, companies are being forced to rethink the way they create their clothes in order to comply with the ever-growing sustainability demands of their customers.
Sustainable fashion, an umbrella term for eco fashion, slow fashion or ethical fashion , is part of the growing trend of sustainability .That mainly focuses on how your clothing impacts the environment. The processes consider both the environment and the rights & integrity of all the people involved in the manufacturing process -the ethical treatment , pay and occupational health standards of workers must be taken into consideration during all stages of clothing production.
Let’s just deep dive in these terms and find out what these actually are -
SLOW FASHION
Slow fashion refers to slowing down the flow of making , purchasing , wearing and eventually discarding our clothing down and closing the loop by reducing production .We live in a world of 52 fashion seasons ,where clothing manufacturers are making staples to entice customers to purchase something new every week of the year you visit their stores. No wonder , you always feel like you need something new !
Slow fashion is all about -
Increasing the lifespan of your clothing .
Caring for your existing pieces .
Being picky and saving up for quality clothing .
Avoiding trends by knowing your personal style .
Purchasing from companies who make clothes in smaller batches , with a focus on quality and longevity over quantity and fleeting trends.
ECO FASHION
The impact that garments leave on the environment, and the carbon footprint associated with that item .A carbon footprint is the quantity measure of greenhouse gases that a human emits directly or indirectly . This includes manufacturing processes, transport, purchases of items that in manufacture have produced greenhouse gases.
ETHICAL FASHION
Ethical fashion is looking into the fair treatment of garment , and the health and well - being of the communities, which may have been affected by the making of a particular garment. It is looking into occupational health standards , workers rights, child-labor laws, safety standards, and the effect the garment factory has on the community it is part of .
Ethical fashion may also include the ethical treatment of animals, which could mean that no animal products were used to make a particular item of clothing.
SUSTAINABLE FASHION
ETHICS + AESTHETICS=SUSTAINABLE FASHION
The overarching term and concept that's typically been used about fashion , as sustainable fashion encompasses all of the above terms.It is a living, breathing concept that can , and should change with time. What may be sustainable today, may not be in the next year or five years from now . It is a concept that has many interpretations and standards.
FAST FASHION
What is fast fashion & how it is impacting lives and the environment ?
The phrase “ Fast fashion” is a term that widely covers the process of shifting from one trend to another in record speeds.Its the inexpensive clothing produced quickly by mass market retailers in response to the latest trends being carried out at the fashion shows twice every year. These manufacturers focus on young customers because they have a niche for spending money on cheap trendy clothes, making them feel left out unless they buy it. And luring them into wanting more when they would be better off wanting less.
THE PROBLEM WITH FAST FASHION TODAY
Fast fashion fact 02
There are roughly 40 million garment workers in the world today . They are some of the lowest paid workers in the world and roughly 85% of all garment workers are women.
Fast fashion fact 03
Fast fashion companies design clothes that fall apart quickly . They pursue a strategy called ‘Planned Obsolescence’. This means designing garments to become unfashionable, wear out, lose shape, or fall to pieces easily to force consumers to keep buying new clothes.
Fast fashion fact 04
Approximately 7,000 litres of water are needed to produce one pair jeans (the amount of water one individual drinks in 5 - 6 years).
Fast fashion fact 05
250,000 Indian farmers have killed themselves in the last 15 years due to the stress of debt, accumulated through buying genetically modified cotton seeds to keep up with demand.
Fast fashion fact 06
Plastic will probably outlast humanity itself.
Fast fashion fact 07
The fast fashion industry emits 1.2 billion tons of CO2 per year. This is 5% of global emissions - more than the air travel industry.
Fast fashion fact 08
Plastic waste is found in the guts of more than 90% of the world’s sea birds, in the stomachs of more than half of the world’s sea turtles and is choking whales.
Leading fast fashion Brands we need to abolish using
ZARA
H&M
GAP
FOREVER21
MANGO
TOPSHOP
SHEIN
BERSHKA
PRIMARK
FASHIONNOVA
What is circular economy and how is it good ?
An economic system aimed at minimising waste & making the most of resources. In a circular system resources ,waste, emissions, & energy leakage are lowered by reducing consumption & production.A circular economy approach argues that we should use recycled materials to create new products instead of traditional virgin resources. It encourages the switch to clean and renewable energy sources during production and reusable packaging for delivery. It is thinking beyond recycling .
This economy promotes innovative product design and systems that support repairs and long lasting functionality, free of waste. It also encourages end - consumer recycling to complete the circle. This system will ultimately reduce waste, increase resource efficiency and help reduce the negative environmental impact of production as a whole.
Those days are long gone where every woman’s dream was to stockpile heaps of clothes which they could possibly wear. The conception of how we consume, own and enjoy fashion is shifting to something more sustainable, more nourishing to our spirit, and yet just as affordable as the fast- fashion alternative. It’s called the Circular Fashion Economy.
HOW TO EMBRACE
Slow fashion
in a
Fast fashion world
Stop impulse buying
Think before buying by asking yourself these questions:
How much will I wear it ?
Do I actually need it ?
What will I wear it with?
Does it actually fit ?
Rent outfits for fancy occasions
Instead of spending thousands for just an occasion soon after which you would not feel like repeating it for other occasions get it on rent for a day or two, this would help you serve twin purposes i.e save money & avoid the clutter .
Buy items that would fit multiple body types
This would serve you two ways, first is you can swap your clothing with your sibling or parents and the other one is you can wear it for long years even when you get out of shape.
Celebrate the items you have had for years
Talk about these items , share their stories with others. This would surely help others start following what you have been preaching.
Buy highest quality you can afford
Look for natural fabrics like cotton, linen, silk & wool. This would ensure the durability of clothing.
Article by Taru Sharma
Digital Marketing at Hockeystic