Sustainable Fashion: A Faux Pas or the new direction?
Gone are the days where people would buy a garment and wear it for years; now, people love buying affordable and trendy clothing. In a world of increasing demand for apparel as quirky fashion trends come and go, consumers press for new and affordable clothing that they will wear only a few times before throwing it out or donating it. The average consumer bought 60 percent more clothing in 2014 than in 2000, but kept each item for half as long. Entire business models are built on the basis of “fast fashion,” selling clothes cheaply and quickly through shorter fashion cycles. However, the price of the fast fashion industry is taking its toll on the people involved in the production and the planet’s resources. Here’s a quick overview of the social and environmental implications of the industry:
The Societal and Environmental Impacts
While clothing production has spurred economic growth in developing countries, the exploitation of human rights and natural resources has become more prevalent in the rigorous production of affordable clothing. For instance:
- A 2018 U.S. Department of Labor report uncovered evidence of forced and child labor in the fashion industry in Argentina, China, India, Brazil, Indonesia, Philippines, Turkey, Vietnam, and countless other countries.
- According to the non-profit organization Remake, 75 million people are making our clothes today, and 80 percent of that clothing is made by young women ages 18 to 24, under unethical working conditions such as low wages and health and safety hazards.
- Since countries with large fabric and apparel manufacturing industries rely mainly on fossil fuels for energy production, making 1 pound of fabric generates an average of 101 pounds of greenhouse gases.
- 713 gallons of water are used in the process of making one cotton shirt, enough to meet the average person’s consumption of water for 2.5 years.
The alarming rate of consumption of apparel and the demand to deliver on short fashion cycles has led companies to develop supply chains that prioritize profits ahead of human welfare and environmental costs.
New Wave Approaches: Sustainable Fashion
A growing fashion movement holds the potential to change the current fashion industry for the better — sustainable fashion. Sustainable fashion emphasizes slowing down consumption and production of clothing and more ethical and environmentally conscious choices towards fashion.
However, in order to achieve the goals this movement aims for, consumers must realize that the adverse consequences of supporting fast fashion giants such as Forever 21, Zara, or H&M. We must shift our mindsets from “quantity” to “quality.” Along with more educated consumers, companies must develop multi-faceted marketing approaches that go beyond keywords like “green” or “eco-friendly” and entice customers towards their product quality, comfort, and brand name. Sustainable fashion could potentially change the way people consume and the way companies produce, with the correct balance of the two, an incredibly positive socially and environmentally beneficial effects would follow.
What We Can Do As Consumers
Admittedly, it’s hard to tear yourself away from the low prices from fast fashion. Following sustainable fashion is easier said than done: we must consider not only the quality and value of the clothing that we buy, but also how exactly it got onto the shelf — where the materials come from, what type of labor went into it, and under what conditions. However, you can slowly integrate yourself into this movement through three simple ways:
- Shop from sustainable brands.
Brands such as Reformation, Girlfriend, and Everlane set themselves apart in the fashion industry through their mission of producing high-quality pieces through ethical and environmentally-conscious methods of manufacturing. Understandably, most sustainable fashion comes with a higher price point due to the devotion to ethically sourced fabrics, thoughtful construction methods, and improved factory conditions and pay for workers. Therefore, most young people today would consider sustainable fashion as an ethical bonus, but not as a requirement. However, there are other various ways to get involved, which leads us to our next point.
2. Reuse, recycle your clothing.
Sustainable brands aren’t the only sources of sustainable fashion. Thrift shops and consignment stores are becoming increasingly popular, due to their affordable prices and a wide variety of clothing. Brands are also making a conscious decision in recycling clothes: H&M takes textiles of all kinds and brands in store for recycling and provides a discount on your new purchases. Madewell leads a campaign of recycling denim from all brands in their manufacturing process.
3. Purchase essentials, not trends.
Steer clear from the trends. Fashion cycles come and go, so who knows if that leopard print skirt is going to be in style in the next month? Start somewhere in building your essentials, pieces you know you will wear repeatedly through the years. Be conscious of the amount of clothing you purchase in a month. While not all your clothes have to be sourced from ethical and sustainable brands, it’s better to keep a mix of essentials on hand.
Brands are keeping an eye out on how they can adapt their products and services as consumers become more wary of the reality of their spending practices and the media. It is our role as the educated consumer to shift this industry in a more environmentally conscious and ethical direction. Now, since new companies are able to provide both information and alternatives, the sustainable fashion movement is able to gain traction. However, there is still a long road ahead before we are able to completely pry away from the readily accessible, mass-produced apparel they have become accustomed to.
Written By: Emily Jang | IQ Associate
