Today, sustainability has become a buzzword and turned a few heads. Just as consumers today are taking a closer look at the food they consume and the chemicals they put into their bodies, they are also shifting their purchasing decisions to create a cleaner environment through the clothes they wear.
Instead of buying clothers from fast fashion, more and more consumers begin to think about conscious buying. The voice to buy less and make it last becomes louder and louder.
According to Business Insider, the fashion industry produces 10% of all humanity’s carbon emissions, is the second-largest consumer of the world’s water supply, and pollutes the oceans with microplastics.
This year, globally Zara closed its numerous shops and Forever 21 went bankrupt. It seems the fast fashion is being on the edge.
On the other hand, we are seeing more brands taking actions by creating stuff from trash. Prada is the pioneer. Prada Has Signed A Deal That Incentivises It To Be More Eco-Friendly In An Industry First.
“Brands have started integrating the philosophy of ‘doing business for good’ into their values, moving beyond a pure focus on shorter-term shareholder value generation,” according to According to Achim Berg, global leader of consulting firm McKinsey’s apparel, fashion and luxury group.
To use sustainable materials doest make a brand necessarily sustainable. To be considered genuinely sustainable, brands may need to entirely transform every aspect of their businesses. This covers:
Carbon neutral, ensured working conditions and environment, and fair trade. The brands should keep the consumers conscious and make even the resources and supply chain transparency.