Is sustainable fashion the future of the industry?
- Mason Lyon
- May 31, 2020
- 3 min read
Not only is fashion one of the most valuable industries on the world, it also heavily contributes to the worlds overwhelming pollution problem. This means that now more than ever, designers have a duty to ensure they are doing everything they can to make the shift towards more sustainable activities. In this post, I’ll be explaining the aspects of sustainable fashion and your role to play as a consumer.
Sustainability in the Fashion Industry.
So, what does the term ‘sustainability’ mean for the fashion industry? Well, in the simplest form, sustainable fashion refers to the process whereby designers steer away from wasteful and unethical practices during the production of garments and accessories.
As described by Ana Alves, the shift towards sustainable fashion is achieved through the designer’s focus on equal rights, social justice, the welfare of animals and placing a large emphasis on lowering their environmental impact through all design activities.
So What are Designers Doing?
Enough explanation, how is the industry going about achieving sustainability? Well for many years, the 'Queen of Less' better known as Jil Sander has made an enormous effort to maintain a sustainable luxury label since her first collection in 1973, has paved the way for emerging and current designers. A British designer, Stella McCartney has always valued sustainability and has a very admirable business model, as discussed below:
Surprisingly one of the most iconic Italian fashion houses, Gucci has been dubbed the most sustainable designer in the world. Hopefully Gucci’s efforts will be embraced by other houses such as Chanel who’s efforts are reportedly “not good enough".
Here are the Essential Fashion Sustainability Terms to know :
Sustainable fashion as a concept has adopted many terms such as vegan, up-cycled or slow fashion all take very different approaches to buying sustainable fashion.
COS Store, a sustainable designer explains the most commonly used term, ‘sustainable fabric’ can qualify given the fabric is prepared and used in the production process of garments, with a makeup of at least 50% sustainable fibres. As seen in the image below, COS produces a tote bag from 100% re-cycled cotton, avoiding waste.
Read more on COS sustainability here.
A term used by fashion giant ASOS in the responsible edit is “sustainable sourced” which refers to organic cotton grown using no pesticides and less water; which benefits the environment as well as both the cotton farmers and precious wildlife.
Lastly, ‘vegan fashion’ refers to the production of garments, whereby no animals were harmed in the process. Veja, probably the most transparent designer, is a sneaker company that has successfully embraced this movement and is proud of their entirely vegan sneaker collection.
Are You Feeling Inspired to Play Your Part?
Let's take a close look at three things you can do as a consumer to help with this shift towards sustainability. Firstly to get inspired, check out this short clip sharing a realistic guide to sustainable fashion!
1. Investing in quality:
The first step to becoming a sustainable consumer is holding off purchases based on current trends! This may be difficult for many of us but let’s really think twice about buying those season trend pieces. Instead, invest in garments that withstand the test of time, high quality and will always be ‘current’; for example the classic Kensington Burberry trench, a quality piece loved since 1890’s.
2. Sustainable alternatives
The second step is to consider alternatives from more sustainable brands. Sustainable doesn’t always means you’ll have to spend a pretty penny for the self-gratification. Brands such as COS offer great affordable alternatives for timeless, minimalist and most importantly, sustainable fashion.
3. Consider pre-loved garments
The final suggestion is to try loving pre-loved ! Get out of your comfort zone, go thrifting. If this isn’t your cup of tea, then explore pre-loved designer events such as a Perth's Designer Market Warehouse Sale. This is a great way to avoid waste and grab a great deal at the same time!
Final Words
As designers and consumers we have a duty to place our focus on sustainability and waste; now more than ever before! By now, you should be familiar with sustainable fashion terms. Don't be afraid to do the research; gain awareness; and try the try the three steps to ethical consumption.
References:
Rosenqvist, Frida. “Jill Sander: Less for Success.” Heroine, April 16, 2018. https://www.heroine.com/the-editorial/jil-sander-minimalism.
Chiodi, Barbara. “Gucci is the world’s most sustainable fashion corporation.” Eco-a-Porter, January 28, 2019. https://eco-a-porter.com/2019/01/28/gucci-is-the-worlds-most-sustainable-fashion-corporation/?lang=en
Rauturier, Solene. “How Ethical are Haute Corture Brands?” Good on you, July 26, 2019. https://goodonyou.eco/haute-couture-ethical/
Troy-Pride, Jadie. “The new ASOS ‘responsible filter’ is here to make sustainable shopping easier.” Marie Claire, 1 July, 2019. https://www.marieclaire.co.uk/news/fashion-news/asos-responsible-filtersustainable-shopping-661645
Fashion Gone Rouge. “THE BURBERRY TRENCH COAT: HISTORY OF AN ICONIC STAPLE.” Fashion Gone Rouge, 22 September, 2017. https://www.fashiongonerogue.com/burberry-trench-coat-history/
Farfetch. 2020. https://www.farfetch.com/au/shopping/men/burberry-chelsea-heritage-long-trench-coat-item-15322206.aspx?rtype=portal_pdp_outofstock_b&rpos=2&rid=68bdf08e-61a4-4898-9e5e-3744b9994269.
Veja. 2020. Transparency. https://project.veja-store.com/en/single/transparency/.
Cos Stores. 2020. Sustainability. https://www.cosstores.com/en/sustainability.html.
Comments