The latest fashion trend is not a seasonal color or a must-have style, but sustainability in fashion.
While there are no environmentally friendly clothes (i.e. garments that have the least negative impact on the environment), there are many brands that are working diligently to make a difference. The textile industry is wreaking havoc on our environment by producing clothes and waste when it is thrown away. Brands and consumers alike have a much-needed interest in improving this problem, and brands like Gap, H & M, J. Crew, Calvin Klein, and many others are also sustainably manufacturing their clothing. To keep a minimal carbon footprint in mind, choose fabrics that consume less than 10% of the total amount of carbon dioxide in the fabric and use hangers in the store.
Aflalo wants shoppers to see how easy it is to live a more sustainable lifestyle, so buy the clothes you’re going to buy anyway. Choosing products that are ethically produced with less waste is made easy for sustainability, and it pays off if you buy clothes that you want to buy anyway!
It is a simple decision that can ultimately make a big difference, and it is one of the most important things in your life, not only for your health, but also for the environment.
Last but not least, 50% of shoppers plan to switch brands to support an eco-friendly fashion brand, which only means eco. It’s not an election anymore. The environmental theme of fashion has recently captured the world’s attention when Stella McCartney launched a clothing line that emphasizes sustainability. The same report shows that 33% of consumers will change brands if they support a public stance on environmental protection.
There has been a big push for sustainability in the fashion world in recent years, and LVMH has had a corporate environment director as an environmental executive since 2012.
In summary, the amount of water consumption and waste generated by industry is alarming and brands end up leaving a huge carbon footprint. In order to capitalize on this conversation and maintain business practices and supply chain practices that are anything but ethical or sustainable, some environmentally friendly lines are dropping or raising prices.
Sustainability practices of brands are monitored and measured by industry – comprehensive regulations, but they are often misunderstood and misunderstood by the public.
To better understand why consumers love the sustainability movement and how more brands can play their part, we spoke to experts on consumer behavior and the fashion industry. Shoppers want more than just quality and are often looking for products and brands that match their personal values. Even if you do not agree with the social and ecological values of a brand, you can still support them. We used the clothing brand Reformation as a kind of case study, but not as an example of a sustainable fashion brand.
With products falling every week and constant trends following on Instagram, it’s hard for anyone to stop shopping and think about the impact of their spending habits. Given climate change, those who care enough are willing to consider the consequences of our shopping habits, so it should come as no surprise to many that fashion, like any other mass product, is at the center of a global debate about sustainability and its role in the global economy.
According to the US Department of Energy’s (EPA) Environmental Protection Agency, nearly three-fifths of all clothing produced ends up in incinerators and landfills.
In recent years, brands have tried to address this problem by promoting the word “sustainable” and releasing collections that appeal to a growing segment of concerned shoppers. Traditionally labels such as organic and sustainably grown can be found in grocery stores, but the same word has also become popular in the fashion industry. Sustainable fashion may not seem like a natural pairing, but more and more brands are improving their business with environmentally friendly practices. Fashion on trend – driven fashion urges us to buy new pieces every season, while sustainability demands a cooling off.
Yael Aflalo, founder and CEO of Reformation, says: “I’ve been in the fashion industry for years, but I really didn’t like the overprinted lookbooks, the 80s lookbook that I used to throw out on the farm, and all the scraps of fabric that were thrown away.
Hemp overshirts and wicker pasture do not look good, but they are also popular with girls, and not only because of their environmental impact. If you can keep up with the latest trends in menswear, you are probably not overly keen on the irreversible destruction of the planet.
The textile industry is one of the world’s biggest polluters, with more than 350,000 tonnes of clothing ending up in landfill in the UK alone. According to the EPA, Americans send £21 billion of textile waste to landfills every year.