Understanding Fashion Sustainability
1. Definition of Fashion Sustainability
In essence, fashion sustainability is to make and/or purchase clothing in a way that is socially responsible, environmentally friendly, and economically viable. In order to do this, fashion sustainability considers the whole life cycle of the product, from material sourcing and production to distribution and lastly disposal. Fashion sustainability has a ‘big picture’ approach so that style can be balanced with their ethics and planet stewardship.
Defining Principles of Sustainable Fashion
Fashion can be described through two main principles:
Environmental materials—The majority of sustainable fashion utilizes organic, natural, and/or recycled materials, which are ways to reduce or eliminate new materials but also reduce pollution. Organic cotton does not have pesticide run-off that is toxic to our environment; recycled polyester is made from water bottles and doesn’t end up in a landfill, etc.
Ethical Production—Sustainable fashion means having fair labor practices. Ethical production can mean many different things: not just paying the highest possible wage to workers, but also fair treatment of workers, better conditions, and ending and preventing child labor and exploitation (which may be an element in many forms of the fashion industry).
Reduce Waste: Fashion has an image as an environmentally friendly industry, but it contributes massively to millions of tons of waste through clothing disposal in landfills. Sustainable fashion is intended to reduce waste by using durable clothing and styles that never go out of fashion and that can be repaired or recycled. Many sustainable brands may include a take-back program to swap out old garments for new clothing and to recycle the old clothing.
Energy Use: Many sustainable brands’ focus is centered on decreasing their overall carbon footprint by engaging in renewable energy sources to produce and ship their products. In so doing, we begin to reduce overall carbon footprints and establish a healthier planet.
3. The Role of Consumers Consumers play an important role as change agents for sustainable fashion.
As consumers become increasingly aware of the potential environmental and social costs of clothing production, consumers will be prepared to buy from brands that align with their values (Harrison, 2020). Not only this, but if consumers tell companies that they want health and sustainability, companies will have to respond to the market.
Why should we care about fashion sustainability?
1. Environment. Fashion pollution is one of the largest environmentally damaging activities.
Take, for example, the People’s Climate March, which was purported to be the largest in history in September 2014 and which demonstrated the important role of sustainable practices.
Key terms used to identify damage to the environment include water pollution, waste, greenhouse gases, etc. Brands can truly make a change toward a reduced environmental impact simply by changing the way clothing is produced, such as the production process of clothing, the materials, and the shipping. While the traditional farming process related to cotton includes pesticides and an assessment, the sustainable farming process reduces pernicious pesticides and water.
2. Social Responsibility
Sustainable fashion advocates for ethical labor practices and fair treatment of workers in the supply chain. It advocates for safe working conditions, fair wages, and against child labor; these are all great examples of responsible supply chains and businesses. With consumers choosing to support sustainable brands, they are assisting in promoting a fairer fashion system.
3. Consumer Awareness and Education
As consumers are becoming increasingly educated on their choices, the consumer demand for sustainable fashion continues to develop within fashion. This low level of consumer demand allows brands to consider the possibility of injecting sustainable processes into their rudiments and looking for ways to apply transparency. Fashion sustainability is not a trend; it is an essential part of the fashion ecosystem and a development that needs to happen.
4. Sustainable Presence
A lack of express space across the globe, due to the rise of fast fashion, could be detrimental to the future of the clothing industry. Unsustainable clothing regions lead to natural resources and the environment, increasing concerns for the industry. Sustainable fashion, a more sustainable future, and tapping into practices that use resources responsibly and allow the planet to be sustainable for future generations. Challenges to Sustainable Fashion The world is moving towards sustainability in fashion, yet the industry faces major challenges.
1. The Fast Fashion Mentality
Fast fashion has presented consumers with a disposable mentality—trends are received at a very low price; therefore, it is something the consumer may not think twice about wasting money on. The fast fashion mentality creates additional barriers for sustainable brands to overcome. If sustainable fashion is to succeed and become the norm, we must change not only consumer behavior but also the understanding that quality does not outweigh quantity.
2. Lack of Understanding and Awareness
Many consumers do not think about their clothes; there is a need for education (knowledge), and awareness campaigns must not just educate people on the benefits of sustainable fashion but must also inspire all individuals to make better choices when it comes to clothing.
3. Greenwashing Some brands use greenwashing.
Greenwashing is when brands mislead consumers into thinking they have sustainable products, while they have made no sustainable changes (or changes period) in their business operations, including but not limited to supply chain, manufacturing, etc. Greenwashing is making it hard and confusing for consumers to figure out what is true and often indirectly hurts meaningful, sustainable brands. Transparency and accountability can help reduce greenwashing.
How Can You Engage Sustainably?
When we buy from local artists or local small businesses, we not only help promote a better sustainability practice, but we also help reduce the carbon footprint we create with shipping. Plus, we are more than likely going to find unique items that celebrate local culture to buy.
5. Continued Education
We should be conscious and committed to fashion sustainability and the collective effort to help share the message. By talking about action steps together that can support sustainable practices, we can begin to build awareness and change in our communities.
Conclusion Fashion sustainability is an important conversation; it is also about us rethinking how we as a nation produce, consume, and regard clothing. By grasping what fashion sustainability is and being aware of the action steps we all can take to support sustainable practices, we can all support a sustainable fashion audience.
