The concept of sustainable fashion has taken over the fashion business, with support from young people like Greta Thunberg and small-scale secondhand retailers that are famously active on Instagram. Millennials as well as Gen Z are becoming increasingly aware of how the items, they buy contribute to the global warming crisis.
They are actively pursuing an eco-friendlier way of life, and they want brands to set an example and adapt along with them rather than independently.
A recent study found that the fashion industry was responsible for 10% of annual greenhouse gas emissions. Therefore, it is crucial for businesses to prioritize sustainable business practices, not only to attract customers in the present market but also to safeguard future generations and the planet, as we only have one.
What can we do to promote green clothing with big brands?
Brands could develop a long-lasting idea
Create lasting designs. Instead of imitating temporary trends seen on the runway, brands should focus on developing vintage styles that will stand the test of time. Clothing can be made to last for years rather than months with the correct materials, such as organic cotton, construction, and cutting.
Superiority of traditional textiles over synthetic fibers
Fabrics made from synthetic fibers are widely used today. The reasons are obvious: they are more cost-effective and convenient to maintain. On the other hand, they have the ability to surpass their usefulness.
The bulk of synthetic fibers we use, including rayon, nylon, pleather (synthetic leather), and polyester, are plastic-based, making them non-biodegradable and potentially remaining in the ground for hundreds of years.
Despite their high fashion value, fabrics like faux furs are a major source of water pollution because they release microplastic into the water supply with every wash.
As a result, designers from all over the world are collaborating with skilled artisans and crafters to produce high-quality fabrics that pay homage to time-honored practices from a wide range of countries.
Indian designers have also been adding artisan-made fabrics to their designs as a means of restoring the country’s rich handloom traditions. This is not only better for the environment, but it also helps preserve artistic traditions that are in danger of dying out.
This is due to the fact that conventional fabrics are made almost entirely from organic, biodegradable components, and employ minimal or no high-tech manufacturing processes in their production.
Retro fashion’s comeback
Sustainability has put antique clothing in the limelight. “Thrifting” has become trendy as more people embrace “pre-loved” or second-hand clothing. Millennial and Gen-Z fashionistas upcycle thrifted goods to create unique new clothing pieces. Athleisure, bulky knits, corsets, and baguette bags are making a comeback.
By giving previously used items a second chance at being enjoyed, vintage shopping prevents waste from being taken to landfills. Many retro finds are cheaper than new ones, making self-expression more affordable.
Most high-end vintage items are still in superb shape because they were made to last under proper care. Secondhand clothes minimize the need for new, fast-fashion apparel, reducing the burden on our resources.
Quality over quantity and discarding
Fast fashion fits today’s rapid trends. Fashion is disposable because trends shift so quickly. Fast fashion gets cheaper by exploiting low-quality textiles and abusing labor. They never last past their “season.”
This decline in quality garments and the taboo of being “out of fashion” leads to high rates of consumerism, causing people to buy more cheap, low-quality clothing to replace what they already have. It’s a hard-to-break cycle.
One integral part of sustainability is preserving items we already own. Here comes the often-ignored wash label in fashion. Understanding how to keep and clean your clothes can improve their shelf life, allowing you to get more wear out of them while still looking decent.
Tumble drying can shrink and damage garments. Dryers consume 4 kWh of electricity and produce 1.8 kg of carbon dioxide on average; thus, we can further save electricity.
Reducing a garment’s number of washes can decrease fiber breakdown. A regular cotton t-shirt can be worn three times before washing. Rule of thumb: if something is dirty or smells, wash it. To get rid of odors from garments, you can hang them in the sun or place them in the freezer.
Why are sustainable fashion brands becoming an investor priority?
Investors are looking to put their money, time, and effort into sustainable fashion firms due to the expanding market for such products and the difficulties posed by climate change. Investors are curious about the brands’ plans to work together and the concrete results that will result.
For the sake of the planet and the generations to come, they opt to finance forward-thinking brands. Therefore, brands should pursue investors in an honest manner.
Maintaining a sustainable lifestyle is not a trend. It’s the only way to secure a sustainable future with plenty of natural resources. Conscientious consumers have made it clear that they want sustainable clothing options.
As the fashion industry continues to expand, it is imperative that leading brands take steps to ensure that it is sustainable for both consumers and the environment. In their role as trendsetters, companies must pay attention to the products their customers buy.
