Nowadays, we have been hearing the term “Sustainable-Fashion” quite a lot. The reason behind this is that the people are becoming more and more aware about environmental impact of our clothes – with the industry responsible for a shocking 4 to 10% of global greenhouse emission every year. So what does this term actually mean?
The sustainable fashion can be defined as an approach to produce clothing that reduces environmental harm, wastage, and ensures fair treatment for workers. This is insured by using eco-friendly materials, ethical labour practises and transparent supply chain. There are brands who are committed to sustainability and they follow these approaches.
The companies like Patagonia and Stella McCartney are recognised for their transparent practices in the use of sustainable materials like organic or recycled polyester. Their focus is not only on environment, but also at the fair labour practices and reducing their carbon footprints. The real sustainable fashion, aims to create long lasting, quality items that can contribute to a healthier as well as greener planet.
Rise of Green-washing
As the word sustainability has been becoming very common and a priority for consumers, many brands have adopted eco-friendly narrative but not live up to their claims. This practice is known as green washing. There are companies who are exaggerating or fabricating their environmental efforts to appeal conscious consumers. There have been many claims made on such brands, for instance, H&M and Zara. These brands have been scrutinise for their “conscious” collection, which claims to use sustainable materials but lack transparency about actual environmental impact of its production processes. The report provided by Quartz revealed that only a small fraction of the materials used in these collections were genuinely eco-friendly.
It is a pervasive practice in fashion industry as the companies use buzzwords like organic, natural or recyclable without making substantial changes to their manufacturing processes. In fact a study by Changing Market Foundation found that 59% of green claims made by major fashion brands were misleading and unsubstantiated. This deceptive marketing, not only misguide consumers, but also undermine broad efforts towards real sustainability in fashion.
This imposes a duty on everyone to research about the brands in which their investing. So, if you want to ensure that your wardrobe is sustainable as well as fashionable then this article is for you. Let us discuss some steps we can take to ensure sustainability in our wardrobes.
Buy less and buy better
It’s a mantra. It could be followed by answering few questions that we can ask from ourselves, like what are we buying, and why? Do we really need to buy those things that are attracting us? Are we ready to repeat these clothes or items that we were buying?
Look for sustainable fashion brands
Buying better, also mean supporting those designers who are promoting sustainable practices and providing transparency.
Buying second hand items
People are willing to buy second hand vintage items as is becoming very popular these days. Online shopping from thrift stores is becoming increasingly popular, with many people purchasing thrifted items through online platforms. Social media platforms like Instagram and Facebook have made it easy for individuals to upload pictures of their clothes, allowing potential buyers to connect with them directly and purchase thrifted items.
Rent
Instead of buying new clothes and piling them up one can try renting their favourite dresses, wearing them on certain occasions. Especially in a country like India, the brides can follow this step, as we all know how much it costs and causes wastage.
Know the materials
Understanding the impact of the material becomes very important when it comes to making a sustainable purchase. So one should be informed about the material they investing in. As mentioned in Vogue India, a good rule of thumb is to avoid virgin synthetic, such as polyester, which makes up 55% of clothes globally as these are derived from fossil fuels and take years to break. Not all natural materials are made the same: organic cotton for example, use significantly less water than conventional cotton and don’t use harmful pesticides.
As guided by Vogue India, look for certification from Global Organic Textile Standard (for cotton and wool), Leather Working Group (for leather) and Forest Stewardship (for viscose) to ensure the material materials used to make your clothes have lower impact.
Know the makers
It is very important to know who made your clothes. We must be informed about whether companies we’re buying from are following fair practices. It is essential that the people who make our clothes are paid a fair wage and have safe working conditions.
Give second life to your clothes
While you clear your closet, you should be conscious about how to dispose those clothes. Reselling the clothes or organising a clothes swap is the best way to ensure they will have a second life. Another option can be donating to charities and organisations that are looking for used clothing. If your clothes are worn out, and they can no longer be repaired or reused, then look for recycling schemes.
Be aware about the vegan fashion
The animal derived materials like leather and wool come with certain environmental and ethical concerns, the vegan alternatives that are used often contains synthetic, can also be harmful for our planet. There are many exciting innovations that are entering the market such as Mylo leather by Bolt Threads made from mycelium – the roots of fungi – which has already been adopted by Stella McCartney.
So let us follow these steps in order to follow sustainable clothing patterns and make informed decisions while shopping. We must practice 3 Rs – Reduce, Reuse and Recycle . This could be a small step towards sustainability and a greener planet.
